A campaign to encourage cyclists to wear safety helmets has been relaunched by the Gloucester Citizen.
The Keep Your Lid On Campaign is being run in conjunction with Gloucestershire County Council’s road safety unit and a local cycle shop.
Cyclists, in particular schoolchildren, who are pictured in the Citizen between now and September wearing safety helmets, can claim a £20 voucher to spend on cycle equipment at the shop.
The campaign started in 1997 and has been relaunched every summer since then.
It began after local youngster Ben Stoddart, then aged 12, was seriously injured after his bike collided with a car.
He had a cycle helmet but had left it at home after being teased and labelled a “sissy” by other children.
Andre Bovington, road safety team leader at Gloucestershire County Council, said: “I recommend that all cyclists wear helmets because they are quite literally the difference between life and death.”
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