Provocative and Sexy German bike helmet ads get a hard response

Americans will never see an ad campaign like this in this puritanical, and violence loving country. Guns are fine. Advertising Sex for a good reason is verboten.

Excerpted from Deutsche Welle 3.25.2019

German politicians have criticized a Transport Ministry advertising campaign that features scantily clad women and men wearing bike safety helmets. The posters feature the slogan: “Looks like sh*t. But saves my life.”

 The German Transport Ministry’s provocative marketing campaign to boost the use of helmets while riding bikes has been denounced as sexist by several female politicians.

German Bike Helmets II DW 3.25.2019.jpg

“It is embarrassing, stupid and sexist for the transport minister to be selling his policies using naked skin,” said Maria Noichl, the chairperson of the Working Group of Social Democratic Women (ASF), in an interview with the Bild am Sonntag newspaper. She said the posters “must come down.”

The Transport Ministry said that “many young people go without helmets for aesthetic reasons. And the campaign aims to change that!” 

Many social media users, along with Germany’s road safety association DVR, backed the suggestive ads.

“It’s important to reach the target group of young people because the helmet wearing rate in this age group is terribly low. We succeeded in doing that,” said Christian Kellner, the DVR’s chief executive.


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