One in five riders avoid wearing a helmet because of how their hair looks afterwards - even though they know it can save their life.
We wanted to fix this issue, keeping riders looking stylish, without having to sacrifice their safety.
We partnered with B-corp London salon, Blue Tit, to build the world’s only Helmet Hair Salon - dedicated to fixing helmet hair and offering style advice to commuters.
Our pop-up salon launched at Kings Cross station, offering free hair styling sessions and useful tips on taming helmet hair. We also gave away helmets, dry styling products, and discount codes for Lime e-bikes and e-scooters.
But we didn’t stop there. We offered Londoners free styling appointments in BlueTit salons aimed at getting more people thinking about the issue, and wearing a helmet.
The integrated campaign launched across earned, owned and social channels from Lime and Blue Tit, and we created TikTok videos to provide even more riders with the tips they need to stay safe and stylish on the roads.
Head of General Sports & Event Communications, Red Bull
VP Marketing, Karma
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