In the Netherlands, the government is trying to persuade the reluctant Dutch to strap on a helmet when riding their beloved bikes, kicking off an awareness campaign. The campaign 'Zet 'em op' literally means 'Put it on' but is also slang for 'Good Luck', which authorities will need to change attitudes in a country where only one cyclist in 25 wears a helmet. "I'd rather stop biking and go walking than wear a helmet," says writer Roos Stamet.
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00:00I'd rather stop biking and go walking than wear a helmet.
00:21My hair, I will look like 70 something, now it would be for a tourist.
00:30I'm bicycling with my father and it's a device to wear it.
00:58And it's very crowded in Amsterdam.
01:05When I was small, wearing helmets on your bike was just not heard of.
01:14It wasn't done anywhere, I don't think even in Amsterdam.
01:29So I grew up riding a bike, just riding around on my bike, falling off my bike.
01:38But it was no problem because there was no traffic.
01:45So I grew up riding a bike.
01:52I grew up riding a bike.
01:54I grew up riding a bike.