"I am confident the helmet saved my life, or at least saved me from having extreme brain damage."
"You saved my brother's life."
- Momentum magazine, one of the two "Media Sponsors", has in its June 2012 digital edition, adverts from three of the major helmet manufacturers (including Lazer), and in another in a seemingly endless series of helmet-buying guides, the introduction says a "helmets [...] can be invaluable additions to your everyday repertoire." The Lazer stuff is much worse, but still, this is not language that the ECF should be associated with. The magazine has dozens of helmeted and an equal number of unhelmeted heads, so the imagery is not that big a problem (though they've done worse in the past).
- "Contributing Sponsor" The Canadian Automobile Association, or CAA, has a bike safety page on its national website. This includes an explanation of "Why it is Important" (to wear a helmet), but this uses the repeatedly discredited and unproven magic 85% figure about helmet efficacy. They also imply that cycling is as dangerous as lacrosse or hockey, and not just that...