To create a fun activation that would encourage Londoners to ride bikes and e-scooters more safely.

We commissioned research that revealed one in five riders (cyclists/scooters) in London avoid wearing a helmet because of how their hair looks; even though they know a helmet could save their lives.

To highlight the findings, we partnered with B-corp London salon, Blue Tit, to build the world’s first Helmet Hair Salon - dedicated to fixing helmet hair and offering style advice to commuters.

The resulting coverage prompted local councils across London getting in touch with Lime, in order to arrange similar events and establish closer relationships. More importantly, 86% of the public said they would be more likely to wear a helmet when travelling by bike/scooter as a result of seeing the campaign.