Not too shabby of an ad campaign! It doesn't speak to kids though. And not sure if we'd ever see such graphic stuff hit the US.

Our town has a free helmet giveaway during the summer. I still can count on my one hand the amount of kids I see wearing helmets. And that includes my 2 kids! It's sad and even worse parents won't make their kids wear one until the worst happens and then it's too late! My kids don't touch their wheeled toys unless the helmet is on. It's just like buckling the seat belt!