A NEW campaign for residents in Wokingham was launched last week, urging cyclists to wear a helmet to set a good example to local youngsters.

The Wokingham Borough Council (WBC) announced the start of the campaign on Thursday, August 6, to coincide with 'national cycle to work day'.

One study, according to the Royal Society for the Prevention of Accidents (ROSPA), found that in a sample of 97 patients admitted for over 24 hours with head injuries to a major trauma centre in London, those not wearing a helmet were significantly more likely to suffer a skull fracture or intracranial injury (traumatic brain injury).

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Because of the life-saving properties a bicycle helmet can have, the WBC is eager to encourage not only the adult population of resident cyclists to wear them, but they also hope to encourage younger residents too, by seeing 'role model' adult cyclists doing so.

Cllr Pauline Jorgensen, executive member for highways, said: "Wearing a helmet can make a dramatic difference to the outcome of a head or brain injury.

"Many of the accidents children and young people are involved in, such as performing stunts and falling due to immature cycling skills can cause damage the brain system.

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"Simple learnt actions and memories could be lost or affected and this could be permanent.

"Brain injury is devastating - it is not worth leaving it to chance.

"Our main priority is always the safety of our residents and we are asking our community to work with us to break the cycle, lead by example and wear a helmet."

For more information, visit cycle-smart.org/.