Helmet Lady spurs increase of wearing bicycle helmets

Press, 30 August 1989, Page 16

Helmet Lady spurs increase of wearing bicycle helmets

MICHAEL RENTOUL

The rate of wearing bicycle helmets among Christchurch school children appears to have increased since the visit of Mrs Rebecca Oaten, the “Helmet Lady,” in July. Cycle shops have experienced a “marked increase” in helmet sales since the visit and in the month of July the helmetwearing rate seems to have increased 10 per cent, the Ministry of Transport’s traffic officer (education), Mr Rae Mills, says.

A detailed survey in September will see if the increase lasted, he said.

Two schemes offering discounted quality helmets have also contributed to the increase. One of the schemes, a Christchurch City Council initiative, provided vouchers to schools entitling the

bearer to a Pro Elite helmet,, which normally costs about $6O, at the lower price of $43.

While formal results of this scheme will not be known until later next month, Mr Bill Chamberlain, the South Island sales representative of Pacific Helmets, who provide the discounted hel-

mets, says sales are double the normal winter sales rate.

Mr Chamberlain says he has been selling about 600 Pro Elite helmets a month since the scheme began in June.

Ms Susan Cambridge, the Christchurch City Council road safety co-

ordinator, said an estimate of the wearing rate by Christchurch cyclists was 40 per cent, up from about 28 per cent in a Ministry of Transport survey carried out early this year.

It still has some way to go to the 60 per cent rate in Palmerston North, where the Helmet Lady, and her teenage son, Aaron, who was braindamaged in a cycle accident, live.

A second scheme, in which discounted helmets are bought by schools, again involving Pacific Helmets of Wanganui, has also played a part in increased sales and wearing rates. Schools order through and are supplied by the Bike Shop chain under the national scheme.

The manager of the Bike Shop in Riccarton Road, Mr David Boyce, estimates 30,000 have been sold in the month the scheme has been going, 2500 of these in Christchurch.

But he emphasises the scheme will not work unless schools and parents are prepared to market and promote it. So far, 12 Christchurch schools have taken advantage of the scheme, which may be boosted if the Christchurch City Council and Ministry of Transport end their support.

The scheme’s success is in spite of opposition it has attracted from some cycle-store proprietors, who feel it competes unfairly with the voucher scheme and jeopardises their helmet sales.