In the Netherlands, the government is trying to persuade the reluctant Dutch to strap on a helmet when riding their beloved bikes, kicking off an awareness campaign.
The campaign 'Zet 'em op' literally means 'Put it on' but is also slang for 'Good Luck', which authorities will need to change attitudes in a country where only one cyclist in 25 wears a helmet.
"I'd rather stop biking and go walking than wear a helmet," says writer Roos Stamet.