It's frustrating so much energy is still taken up with helmet debates, here and elsewhere.
Typically, people vastly overestimate the efficacy of a cycle helmet in a collision, and vastly overestimate the actual risk associated with cycling.
It's also frustrating that supporters frequently express their "disappointment" that we don't only use photos of people with helmets or are seen in public not wearing helmets ourselves.
We can only assume the people who adopt these critical positions are not in full possession of the evidence around the lack of effectiveness of helmets as a means of protecting the individual or as a means of improving public health.
In both instances, evidence shows helmets are of limited or zero benefit, and we stand wholeheartedly behind our protrayal of cycling as a normal everyday activity, for which participants might wear helmets, but equally they might not.
Certainly when they're standing next to their bikes (as in the photos above), there's no obvious need to wear a helmet, nor is there when cycling at a pedestrian pace on a motor-trafficf-free street, as we did on the Big Ride on Saturday.