This series highlights practical, effective road safety initiatives from ESRC members. Each month we showcase a project that others can learn from, adapt and build on.
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Our April spotlight features the ‘Netherlands’ Bicycle Helmet Day’, established by Doctors of Safe Cycling and Brain Battle Foundation in the Netherlands, to promote voluntary bicycle helmet use to reduce cycling-related head injuries and improve cyclist safety in the Netherlands.
Inspiration behind the initiative
Cycling injuries have risen sharply in the Netherlands. Over the past decade, cyclist casualties increased by 40%, with many involving serious head trauma. Despite strong evidence that helmets reduce the risk of serious head injury by 60% and fatal injury by 70%, helmet use remains very low. Estimates suggest that universal helmet use could prevent around 85 deaths each year.
These trends highlighted the need for a national awareness effort focused on protective behaviour and injury prevention.
Project activities
2019 - Starting in hospitals
The initiative began by encouraging healthcare professionals to wear helmets when cycling. Hospitals supported this with discount schemes, and media coverage helped raise visibility. The “Doctors of Safe Cycling” network now includes around 70 active members and is endorsed by nearly all Dutch medical associations.
2022 - Launching the first National Bicycle Helmet Day
With only 2% of cyclists wearing helmets, the first national day focused on raising awareness through hospital events and national campaigns. Partnerships expanded to patient organisations, insurers, road safety authorities, helmet manufacturers and the Ministry of Infrastructure and Water Management. Research identified key groups most open to voluntary helmet use: older cyclists, commuters and families.
2023 – 2024 - Growing the movement
Non‑medical organisations joined the campaign, and an international symposium shared lessons on effective helmet promotion. In 2024, the Ministry incorporated the initiative’s recommendations into a national voluntary helmet strategy, signalling long‑term policy impact.
2025 - The “Put it on” campaign
Launched at HSV Nassaulaan elementary school in The Hague with Minister Barry Madlener, the campaign encouraged all cyclists to wear helmets. Bicycle shops offered children’s helmet discounts, and a social media campaign invited people to share photos wearing helmets. The next National Bicycle Helmet Day will take place on 15 April 2026.
Outcomes
Helmet use among healthcare staff increased from 3% to 15%, with no drop in cycling rates.
- Helmet use among older cyclists has risen to around 20%, supported by targeted campaigns and discounts.
- The initiative has shaped national policy and secured government funding for future awareness efforts.
- Media coverage has been extensive, sparking public debate about cycling safety.
- The campaign has inspired similar initiatives abroad, including Belgium’s second National Bicycle Helmet Day on 22 April 2026 (see poster below).
Challenges
- Uptake among parents and children varies widely between regions.
- The rise of electronic fat bikes among teenagers has led to more injuries; Doctors of Safe Cycling now recommend banning them for under‑16s.
- Encouraging commuters and integrating helmets into bike‑share schemes remains difficult, with limited early interest from transport providers.
Why this initiative has been recognised as Good Practice of the Month
This initiative tackles a major public health and road safety issue by combining practical action with long‑term behaviour change. It raises awareness of everyday cycling risks, from speed and weather to alcohol use and distraction, and adapts proven approaches from Denmark to the Dutch context.
Its strength lies in collaboration: ministries, hospitals, schools, insurers, manufacturers and community groups all contribute. The result is a growing culture of safer cycling and a clear example of how evidence‑based campaigns can influence national policy and public behaviour.
For more information
Read more about the project and explore its activities and outcomes here.
Interested in developing a similar national strategy?
Contact Marcel Aries: mjharies@yahoo.be
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