Greg Goldberg, a contractor in the Cridge Brain Injury Services program, was appalled to learn that a large number of teenagers and adults simply refuse to wear a helmet while riding their bikes. Greg states, “I was even more appalled to be informed that the prime reason causing fear amongst riders to wear a helmet was , prepare yourself, dreaded helmet hair.” Greg’s concern has spearheaded a unique and exciting province-wide sticker campaign scheduled for distribution in spring 2013.
Greg’s shock and dismay with this all too common reason for not wearing a helmet is further fueled by his personal experience. Greg knows firsthand the challenges and struggle to regain life after being involved in a horrific car crash while driving to work in 1998. Although Greg’s injury was not bicycle related, the deficits and impact a brain injury had on his life mirrors hundreds, if not thousands, of people living with an acquired brain injury. Each year between 8,000 and 14,000 British Columbians acquire a brain injury resulting from an external blow to the head (e.g. concussion, bike crash, car crash, and falls), vascular injuries, anoxia, metabolic disease, brain tumors, brain atrophy, and poisoning. Following an extensive rehabilitation, Greg learned to adapt to his limitations and to be proactive in managing and structuring his life so he can enjoy it to the fullest.
The bike helmet laws in British Columbia are currently under attack. Riders are reluctant to wear a helmet for short trips and feel inconvenienced by carrying one around with them. Greg believes as a society we must come up with creative ways to convince bike riders that wearing a helmet is safe, fashionable and should be a common practice.
In reaction to this unfortunately growing, dangerous habit, Greg has inspired a partnership between The Cridge Centre for the Family and the British Columbia Brain Injury Association to design a unique sticker with a slogan that will certainly imprint itself on the target audience’s subconscious. The campaign’s goal is to spur bike riders and sports enthusiasts to become more safety conscious in regards to head protection.
We strongly believe that advocating for such a worthy cause will help prevent bike riders from suffering a life-altering disability. This campaign will build head injury protection awareness and help British Columbians to be safe.