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Cycle helmet safety campaign with scantily clad models sparks storm
Source: BBC
Cycle helmet safety campaign with scantily clad models sparks storm
24 March 2019
A model lies suggestively on a bed wearing little more than knickers - and a cycle helmet.
It is an attempt by the German transport ministry to get younger cyclists to embrace head protection.
But the video - what the Transport Minister Andreas Scheuer thinks is a hip way of getting the message across - has run into protest.
"Embarrassing, stupid and sexist," said a senior female politician, two days before the campaign launch.
-snip-
(RUNTERVOMGAS/BMVI)
His ministry defended the approach, pointing out on Twitter that the target group is young men and women who spurn helmets on aesthetic grounds. The video has been viewed by 1.78 million people aged between 14 and 49, the ministry says.
-snip-
24 March 2019
A model lies suggestively on a bed wearing little more than knickers - and a cycle helmet.
It is an attempt by the German transport ministry to get younger cyclists to embrace head protection.
But the video - what the Transport Minister Andreas Scheuer thinks is a hip way of getting the message across - has run into protest.
"Embarrassing, stupid and sexist," said a senior female politician, two days before the campaign launch.
-snip-
(RUNTERVOMGAS/BMVI)
His ministry defended the approach, pointing out on Twitter that the target group is young men and women who spurn helmets on aesthetic grounds. The video has been viewed by 1.78 million people aged between 14 and 49, the ministry says.
-snip-
Read more: https://www.bbc.com/news/world-europe-47684746
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