"Looks like shit. But saves my life" – German government’s helmet advert sparks sexism row

Everyone seems very quick to assume the models' genders.

Disgraceful way of shirking responsibility in providing safe cycling infrastructure, enforcement & legal responsibility (top in the safety priority list) by the relevant German authorities: blame it on helmets, which are at the very bottom of the safety priority list.

Disgraceful way of shirking responsibility in providing safe cycling infrastructure, enforcement & legal responsibility (top in the safety priority list) by the relevant German authorities: blame it on helmets, which are at the very bottom of the safety priority list.

Helmet won't save them from gravel rash!

If bibshorts do not count as underwear, then why am I not dead?

Or is this about helmets?

I love the fact that they have a political party named after a type of pedal.  Are the opposition the SPD-SL?

The important thing is that you're now discussing polystyrene hats and not wondering why the gov't hasn't copied what they're doing over the border in the The Netherlands.

The minister who only recently decided to ignore all numbers of reducing deaths on the Autobahn by introducing a speed limit. Like the rest of the world.

It hardly matters if it's sexist if it isn't accurate, and as BTBS has posted, the statement that it saved a life would probably fail the German equivalent of the ASA rules.

From a government that ignores that its cycle KSI rate is much worse than the UK and also ignores that since helmet wearing became a thing hasn't changed matters whatsoever and as per everywhere else has worsening figures compared to peds and motor vehicles Cycle daily trips have dropped by 10% to 2016 (3.4 to 3.1) whilst the number killed has remained steady since 2010, overall road deaths have fallen by 13% over the same period, so everywhere else road deaths are dropping by greater than that if you exclude people on bikes, it's a shocking indictment of the German government's focus on safety ... and now this bullshit!

In 2017, 382 (2016 = 393) cyclists died on Germany's roads,  with over 79,000 reported injuries (serious and minor), that's worse than the UK, despite the huge increases in helmet wearing AND the thousands of miles of infrastructure that seperates cyclists. But yeah, continue to focus on helmets.

Going by the German gov stats, when a cyclist was injured by an LGV?HGV the driver was 80% to blame, with motorcars it was 75%. and as we know that's from the bias view of police who time and again prove they have inherrent bias even in so called independent investigation. Clearly those killed and have serious head traumas from HGVs and motorcars are going to be saved and yet we know that's yet more lies.

Wonder when the German gov are going to put ads about girls/ladies wearing anti rape devices as it'll stop them from being raped ... feckers!

I think they ran out of room for the rest of the advertising slogan:

"Looks like shit; might possibly save my life if I have a particular type of accident under certain very very specific circumstances"

The campaign could well be sexist if it is not balanced - more images of the woman on billboards, more women than men as shown in post 1.

The campaign does not discriminate, it uses images of both sexes, so fails the definition of sexism. The media coverage and politcal posturing focuses on one image only, exemplified by your own headline. That is sexist.

I look forward to the driver focused leg of the campaign “Drives like shit. Endangers my life”.

Saves me from broken limbs, pelvis, punctured lung and internal organ damage.
Fantastic!

The campaign features male and female models in their underwear.

I'm sure we'll all have fun arguing about helmets anyway but this campaign is not sexist.