Kidsafe Victoria No Helmet No Ride Campaign


Need for the campaign

Wheeled devices such as bikes, scooters, skateboards and rollerblades are involved in a number of child injury cases, in particular head injuries as a result of falls from these devices.

Research indicates that wearing a helmet significantly reduces the risk of moderate, serious and severe head injury. Despite their protective role, statistics from across the country show that a large number of children admitted to hospital with head injuries after falls from bikes, scooters or skateboards, weren’t wearing a helmet at the time of the fall.


To implement an education campaign targeting primary school aged children which:

  • Raises awareness of the major causes of injury associated with wheeled devices and the major types of injuries sustained.
  • Raises awareness about the importance of helmets in preventing serious head injuries.
  • Engages children in learning and discussions about wheeled safety and road safety.
  • Encourages children to use their creativity and promote wheeled device/helmet safety to their peers.

Campaign approach

The ‘No Helmet No Ride’ campaign was based on the successful ‘No Helmet No Brain’ competition previously implemented by Safekids New Zealand.

The TAC Community Road Safety Grants Program provided Kidsafe Victoria with a grant to implement the program through Victorian primary schools. Students were invited to create a video, illustrated story or radio ad, promoting the importance of wearing a helmet when riding a wheeled device.

The competition was promoted to schools via a number of means, including through the Department of Education and Training, the Independent Schools Association, the Catholic Schools Association, Bicycle Network Victoria, the Kidsafe Victoria e-newsletter and Kidsafe Victoria’s social media accounts.


The ‘No Helmet No Ride’ competition was effective in engaging primary school children in learning about the importance of wearing a helmet when riding a wheeled device.

A large number of very creative entries were received across each of the three categories (video, radio ad and illustrated story). The winning entries will be used as the basis of an ongoing helmet safety education campaign.

Feedback from participating schools indicated that the competition was easily integrated into the curriculum and added significant benefit to existing bike education activities that many primary schools undertake. Both students and teachers valued the opportunity to get creative while learning about safety.

The winning entries for each category can be viewed here.



Jason Chambers – Kidsafe Victoria Project Manager
(03) 9036 2306