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@dan whilst he's right, a bit like lights, that work after dark, and visible clothing, helmets are something within the cyclist's personal control. Most of the other things are in the gift of others. The evidence, I believe, is that by making a city/town pedestrian and cycling friendly, the group who gain the most is actually motorists, in terms of injuries to car occupants.
I agree the campaign should focus at making towns human friendly, whilst assisting road users to find good lights helmets.