Helm campaign: So sexist the federal government advertises!
On March 22, 2019 launched the Federal Ministry of Transport and Digital Infrastructure (BMVI) together with the German Traffic Safety Council (DVR) A road safety campaign on cycling. Specifically, it is about wearing helmets that should save lives. However, most people do not wear the appropriate head protection? especially young cyclists who reject the helmet for aesthetic reasons.
In order to reach precisely this target group, the Ministry of Transport relied on cooperation with the TV casting show Germany's Next Topmodel (GNTM). The reason is the ratings: 1.78 million viewers are between 14 and 49 years old? perfect for the well-intentioned action!
So it happened that the 18-year-old Alicija Köhler, GNTM candidate, qualified for the coveted shoot for the campaign. So far, so smart. The Ministry of Transport posted a video on the campaign on Twitter:
Many young people renounce for aesthetic reasons on a helmet while cycling. We want to change that! U. a. with a joint action from BMVI, @DVR_info & @topmodel. Our message: #HelmeRettenLeben!
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