Transforming safety into style: How Lime’s Helmet Hair Salon got Londoners riding safely

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Our brief was to create a bold, high-impact activation that inspires Londoners to ride bikes and e-scooters more safely.

Proprietary research uncovered a surprising insight: one in five London riders avoid wearing helmets because of how their hair looks, despite knowing the safety risks.

To tackle this, we partnered with B-Corp salon Blue Tit to create the world’s first Helmet Hair Salon - offering commuters expert hairstyling advice and free fixes for “helmet hair.”

The activation not only generated widespread media buzz but also prompted local councils to approach Lime about hosting similar events, strengthening community relationships.

Most importantly, 86% of surveyed Londoners said they’d be more likely to wear a helmet after seeing the campaign.