Safety-conscious cyclists will be given on-the-spot prizes for wearing their crash helmets, as part of a new police-backed initiative that is being supported by Warburtons Bolton bakery.
Created by The Bicycle Helmet Initiative Trust [BHIT], Helmet Watch rewards youngsters for wearing their helmet.
Every child spotted wearing a helmet by a police community support, road safety or BHIT officer will be given a pack containing a free prize draw card, a stretchy skeleton or smiley stretchy man, a bookmark as well as information on safety helmets.
A total of 30,000 packs - which have been sponsored by family bakers Warburtons Bolton bakery - will be given to school children across the country between now and the end of the year.
Peter Howarth from Warburtons Bolton bakery said: "At Warburtons we take safety very seriously and are passionate about increasing safety awareness on our roads, especially amongst children. We fully support Helmet Watch for rewarding young people for acting in a safe manner while on their bikes."
Head injury accounts for 70 per cent of all serious cycle accidents among young people. Children aged between 11 and 14 account for 25 per cent of all cycling deaths on Britain's roads and the vast majority of accidents happen during the summer months because so many more youngsters are out on their bikes. When properly worn, a cycle helmet can reduce the risk of brain injury in the event of an accident.
Angela Lee, founder and chief executive of the Bicycle Helmet Initiative Trust, said the packs would help deliver Helmet Watch's message of Get it On, Get it Right.
"Helmet Watch is a fun way to reward children, who wear a helmet, many of whom do so in face of considerable peer pressure not to. It will also hopefully encourage those who don't to wear one in the future."
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For more details please contact:
Emma Beardsley at Souter on 0161 486 9102 or e-mail emma@souter-rmc.co.uk
Angie Lee and Amanda Woodard at The Bicycle Helmet Initiative Trust
Tel: 0118 958 3585 or 07940 540291 (Angie) or 07771 858166 (Amanda)
About the BHIT:
The Bicycle Helmet Initiative Trust was founded in 1998 by Angela Lee, a paediatric trauma nurse. It is a registered charity that is committed to reducing the number of children who are killed and seriously injured every year in cycling accidents in the UK. It encourages children to cycle safely by promoting the use of cycle helmets, cycle training, reflector strips/jackets and bike maintenance.
In 2009 the Trust became the first ever British organisation to win the European Road Safety Awards for its Headsmart teachers' pack on head injury awareness and cycle helmet use.
About Warburtons:
• Warburtons is the UK's leading independent baker and was established in a grocery shop in Bolton in 1876 by Thomas and Ellen Warburton. Today the business is actively run by the fifth generation of the Warburton family - Jonathan, Brett and Ross.
• Warburtons is the second biggest grocery brand in the UK,
• With fourteen bakeries and thirteen depots around the UK, the company serves customers from the Scottish Islands & Highlands in the North to Southampton in the South.
• Warburtons produces over two million loaves, rolls and crumpets every day and in the UK we eat the equivalent of nine million large loaves of bread on a daily basis.
• For local stockists please call the Warburtons Freephone Customer Careline on 0800 243 684.
