'i won't wear a helmet it makes me look stupid'

As a kid i always thought helmets weren't cool. I used to ride round
the corner past my front window with mine on & then hide it in a
bush at the end of my road.
I haven't always worn a helmet whilst riding over the past 12 or so
years but more recently i wouldn't be seen on a bike without one.
I have invested about £120 this year on helmets for downhill racing,
bmx & road riding & I'm more than glad that i have.
I think too many people brush it off & come up with excuses to not
wear one until something happens to them or someone they know &
that's exactly the same in my case, a guy i know recently had a realy
bad accident on his bike without a helmet on & is luckily now ok after
weeks in hospital followed by months of operations but it could have
been so much worse & i think about that possibility every time i get on
my bike.
But what i don't get i why a lot of helmets are so expensive?
Companies should make & offer much cheaper helmets. It should be
something that is more heavily enforced in this country & around the
world, like seat belts in cars.

Anyway, here is some hard hitting advertisements that where launched
in asia of summer 2010.

"Every year OVER 11,000 PEOPLE DIE on our roads and 30,000
are seriously INJURED. That means THOUSANDS OF FAMILIES
left PICKING UP THE PIECES. Families tortured by the LOSS OF
A LOVED ONE. Crippled by REDUCED INCOME of the sudden
need to care for a relative with PERMANENT BRAIN DAMAGE.
The sad truth is that 40% of these cases could have been
PREVENTED by simply wearing a HELMET. When you think
about it, there are NO EXCUSES."



And here is the tv spot from the Asia Injury Prevention Foundation.