Here is a site, one that I cannot read, but what I put into the translator, it’s an awareness campaign/project for bike helmet safety. According to this website, only 8% of French cyclists wore their helmet on their last outing. I can attest to not wearing a helmet when I ride a bike even though I really should. I think it is an aesthetic reason, which is a stupid reason not to wear one because that could be the difference between life or death. So it seems that this organization, Prévention MAIF, put out a contest to see who could make a creative helmet that is practical, employs new technology and is aesthetically pleasing. It seems like a good way of raising awareness for the serious dangers of riding a bicycle without a helmet, as well as repositioning the bicycle helmet in the publics eyes. Here is the link for the contest.