M&C Saatchi Berlin wants to contribute to more road safety in Germany, as well as putting the helmet debate back on the public agenda with a simple, but impressive initiative. In times, in which cycling is becoming increasingly popular while the number of sometimes deadly accidents is rising, the initiative #HelmMut (courage to wear a helmet) is calling on cyclers to have less vanity and more responsibility.
The name of the initiative is a play on words in German, since it on the one hand means „helmet courage“ and on the other hand sounds like very common German name „Helmut“. Today is the communicative kick-off of the initiative with the release of a short film, which emphasizes the dangers of cycling without a helmet in a shocking way. The film shows cyclers happily strolling through the streets of Berlin-Mitte and only recognizable as accident victims on second sight. This is because professional make-up artists made the extras look heavily wounded.
The goal was to capture the real reactions of the pedestrians. In short interviews, the shocked Berliners then state how they feel and if they were shaken up in regards to this issue. The social awareness campaign aimed at Germany’s cyclers is supported by a call-to-action to share photos wearing a helmet using the #HelmMut, in order to ensure more visibility for the initiative.
Creative Director:Bjoern Bremer
Art Director:Christin Betge
Copywriter:Katja Seydel, Hannah Scherber