Endura has created Project Heid alongside Consultant Neurologists from Liverpool and in partnership with The Brain Charity; four helmets have the CAT scan representations of four real-life brain injuries from cyclists transposed upon them. Ian Charlesworth’s brain scan is depicted one of of these helmets, as is the brain scan of John Moroney, who was hit by a 4×4 in Bristol in 2019 whilst cycling without head protection.
Ian Charlesworth who, in 2019, was hit by a HGV while cycling in Hull without a helmet on; sat beside his wife, Joy, Ian holds an Endura Helmet with the scan of his injured brain transposed on its shell. We are told that both cyclists came close to losing their lives, suffering skull fractures, brain injuries and neurological abnormalities such as haemorrhage and contusion as a result. This has led to extensive rehabilitation programs and ongoing cognitive impairment struggles which include memory loss, fatigue, and vertigo. The one-of-a-kind helmets are intentionally provocative, quite literally showing the potential consequences if you choose to ride unprotected.
Project Heid coincides with Brain Awareness Week, a global event that takes place throughout March. Once the project has been completed, the helmets will be auctioned to raise money forThe wider partnership with The Brain Charity includes Endura’s headline sponsorship of the
Source: Entertainment Trends (entertainmenttrends.net)
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