I was recently doing some work for Sustrans, trying to get children off their ever-broadening bums and onto their bikes. The specific aim was part of a plan to quadruple the number of children cycling to school.
I was really shocked at the number of children who did not ride to school simply because they did not have a helmet. We were working in some quite run-down areas and I was really saddened by such a simple problem. Especially when Aldi are selling safe helmets for just

!