- By: Nina Montgomery
2010 - The Campaign Launches
"40% admit they would not be wearing a helmet, despite 75% admitting to suffering an accident"
The year after actress Natasha Richardson dies after a seemingly trivial fall on the slopes, Essential Travel launches its Use Your Head Campaign to promote helmet safety whilst on the piste.
This comes as a result of 40% of Essential Travel's Ski and Snowboard customers admitting that they would not be wearing a helmet, despite 75% admitting to suffering an accident on the slopes that was serious enough to warrant medical assistance.
The campaign is launched with its original partners Ellis Brigham and Headway, The Brain Injury Association.
2011 - The Use Your Head Campaign Takes Effect
18.2% surveyed after the 2010 campaign said that they wore helmets for the first time last season.
"18.2% said that they wore helmets for the first time last season"
After viewing these results, Essential Travel decides to lead from the front by being the first insurance specialist to offer discounts to skiers and snowboarders willing to wear helmets. Neilson holidays joins as a partner, along with Tailwags and Facewest. Essential Travel interviews pro skiers and snowboarders like Jenny Jones to find out their views on helmet use, adding weight to the campaign.
2012 - Essential Travel Makes Helmets Mandatory
"Essential Travel makes it mandatory to wear a helmet on the slopes to remain covered by travel insurance"
In a bold step, Essential Travel makes it mandatory to wear a helmet on the slope to remain covered by travel insurance and introduces a 15% discount for policy holders. This controversial decision was made after 77% of customers surveyed were already wearing a helmet and said they wanted to be rewarded for their safety consciousness. With coverage in all the UK nationals and winter sports magazines it was clear that Essential Travel had hit a nerve with its clear cut conditions.
2013 - The Use Your Head Campaign Gets Bigger and Bigger
An Official Medical Body Gets Behind Wearing Helmets On The Slopes
This year's campaign includes the first definitive medical conclusion that helmets can save your life. Dr Adil Nadir, the Associate Professor of Surgery at The John Hopkins School of Medicine, and author of the Eastern Association for the Surgery of Trauma's report says:
"They protect against serious, even fatal head injuries. There really is a great case to be made for wearing helmets. By increasing awareness and giving people scientific proof, we hope behaviour changes will follow."