Suggestive cycle helmet campaign stirs up a storm

A suggestive German cycle safety campaign has stirred up a storm.

In the campaign, a model in a cycle helmet lies suggestively on a bed wearing little else.

The German Transport Ministry is attempting to get younger cyclists to embrace head protection, the BBC reports.

Transport Minister Andreas Scheuer's campaign says a cycle helmet may not look good "but saves my life".

Maria Noichl, head of the women's committee of the Social Democratic Party, told Bild: "It is embarrassing, stupid and sexist for the transport minister to be selling his policies using naked skin."

Minister for the Family Franziska Giffey, protesed by posting a picture of herself on Facebook and the comment: "Dear Andreas Scheuer: fully dressed also goes well with a helmet!"

The target group is young people who are put off wearing helmets because of how they look, the BBC reports.

Viele junge Menschen verzichten aus ästhetischen Gründen auf einen Helm beim Fahrradfahren. Das wollen wir ändern! U. a. mit einer gemeinsamen Aktion von BMVI, @DVR_info & @topmodel. Unsere Botschaft: #HelmeRettenLeben!

Mehr Infos 👉 https://t.co/wFnNR3yaiL #gntm #gntm2019 pic.twitter.com/TzlglgAaiE

— BMVI (@BMVI) March 21, 2019