Make Safe Cycling Cool Again
With thousands of cyclists injured each year, Groningen continues its local campaign offering helmet discounts, aligning with a national push to change attitudes toward helmet use.
As the number of bicycle accidents in the Netherlands continues to rise, both national and local governments are ramping up efforts to make helmet use more common—and more accepted—among cyclists. While only 4 percent of cyclists in the Netherlands regularly wear a helmet, the data is alarming: around 200 cyclists end up in emergency rooms every day, many with serious injuries, according to VeiligheidNL.
National campaign: “Zet ’m Op!”
In response to these numbers, the Dutch government recently launched the national campaign “Zet ’m Op” (“Put it On”). The goal is ambitious: to get 25 percent of the population wearing helmets within 10 years. The campaign focuses on increasing awareness and changing attitudes, especially among parents of young children, commuters, and those over 55, who make up a significant share of accident victims.
Efforts include promotional events where people can try out helmets, partnerships with manufacturers to make helmets more stylish and affordable, and discounts on helmet purchases. The government is also stressing that with the rise of faster electric bikes, wearing a helmet is becoming even more important for safety.
Groningen continues local push: €25 helmet discount
In line with the national campaign, the province of Groningen is once again running its own local initiative: ‘Groningen zet ‘m op!’ Residents of the province can receive a €25 discount on the purchase of an approved bicycle helmet at participating bike shops. The campaign runs until 14 May 2025, or while supplies last.
The discount applies to CE 1078-certified helmets for adults (minimum purchase of €49) and CE 1080-certified helmets for children (no minimum purchase).
Each customer can receive the discount on one helmet only.
To activate the discount, shoppers must complete a declaration form at the bike shop.
A list of participating stores can be found at www.fietshelmgroningen.nl.
Safety first: Reducing head injuries
The provincial government and Traffic Guide Groningen (Verkeerswijzer Groningen)—a regional traffic safety initiative—have long supported helmet use as a way to reduce serious cycling injuries. Wearing a helmet can reduce the risk of head injuries by more than 60 percent in case of a crash. With National Bicycle Helmet Day taking place on April 16, the continued campaign is a timely push to make helmet use a normal and accepted part of cycling culture in the North.
As both local and national leaders emphasise, it’s time to put safety first and normalise helmet use—before another 200 cyclists land in the ER tomorrow.