Dutch Campaign Seeks 25% Helmet Use Among Cyclists

The Dutch government has launched the 'Zet 'm Op' ('Put It On') campaign to encourage voluntary helmet use among cyclists, aiming to raise usage from around 4 percent to 25 percent over the next decade. This initiative comes in response to alarming safety statistics showing tens of thousands of cyclists are hospitalized annually, with a significant proportion suffering serious or brain injuries. Authorities believe reaching a 25 percent adoption rate could create a 'social tipping point' for helmet use and potentially prevent around 50 road deaths each year. Despite these efforts, resistance remains strong in the Netherlands, where cycling without a helmet is deeply ingrained in the national culture, and some activists argue that improved infrastructure and safer traffic conditions are more effective for cyclist safety. Experts and doctors supporting the campaign emphasize that helmets should be part of a broader strategy, including better infrastructure, especially as faster e-bikes become more common. The campaign includes awareness events, helmet subsidies, and collaborations with manufacturers to make helmets more appealing, but changing public attitudes is expected to be a gradual process.