I thi nk it's great, now there is alot more choice for helmets...some for young folks who want to look cool with the black "nutcase" round helmets.

Sad to say, but many kids/teens and probably adults, need the face to face reality of seeing real testing on bike helmets and even speaking with victims of head injuries for them to get the message.

I worked for several years in rehabilitation hospital for spinal cord injured adults. There was a long standing public education program targetted at teens on safe driving (use of seat belts), safe sports playing to prevent traumatic injuries that included spinal cord injuries (permanent paralysis that made you paraplegic and quadriplegic) and head injuries. It was a joint program betwee our hospital and acute care hospital next door that had a major intensive care /trauma unit where a person lands first when seriously injured.

Teens actually visited the trauma unit, a preselected patient (usually after rehabilitation) to be a spokesperson there at hospital or in schools.

This is how far a public outreach program must go...for many people to have the message sink in.

Latest I saw on a news clip, was a skateboarder who had paralysis plus head injury problems because he didn't wear a helmet... he was doing his public education pitch.

I worked at the hospital several years before I returned to cycling.
For certain, the experience made a powerful impression that makes me value my mobility...every day. It probably does make me an extra cautious cyclist.