Fragile eggs advertise for wearing a bicycle helmet.The Swiss accident insurance fund is promoting the use of bicycle helmets. This is not compulsory in Switzerland. As a result, many people suffer terrible head injuries in cycling accidents every year. The intention of the campaign was to show how fragile the human head is.

The start of the cycling season in spring coincides with Easter. Painted eggs are exchanged at Easter in Switzerland. This tradition was exploited in an unexpected way. A human face was printed onto 200,000 real eggs. The eggs were deliberately handed out to cyclists who were riding without helmets. Wastage: 0%.

She surprising analogy caused the cyclists to stop and think. Teachers even incorporated the eggs in their lessons. The quota of people wearing bicycle helmets in Switzerland reached a record in 2007: from 30 % to 39 %. An increase of + 9 %. (source: Swiss Council for Accident Prevention.) The increase in previous years was + 1% to 1.5%.