The growth of "green" conscious citizens has spurred an increase in bicyclists totaling approximately 80 million in the U.S. Unfortunately, many cities have not prepared appropriate bike lines and cyclists are forced to occupy the same space on roads as cars and pedestrians. This creates potentially hazardous riding conditions. Unfortunately, helmet safety awareness is still very low. Its estimated that anywhere from 45 to 88% of brain injuries are preventable with a helmet. This campaign was meant generate awareness around the importance of wearing a helmet while riding a bike.

The “Fragile Brain Test” is comprised of a set of fairly simple tests, where the catch is that as you perform them, the site distorts your input and perception to simulate the effects of brain damage.




Creative Direction, Art Direction, Design, Concept Development
At B-Reel
For Saatichi NY
Public Awareness Campaign