Put it on. Protect what you love
Together we make helmet use normal.
An accident can happen at any time. Yet only 5% of male and 3% of female cyclists in the Netherlands wear a helmet. While a helmet can make a difference. The ‘Zet ‘m op’ campaign should change that.
The challenge
In 2025, the Ministry of Infrastructure and Water Management launched the national campaign ‘Zet ‘m op’. Commissioned by Vervoerregio Amsterdam, we rolled out the ‘Zet ‘m op‘ campaign within the 14 municipalities of the region. The goal of this campaign: to normalize the wearing of a bicycle helmet and to lower the barriers.
Behavioural change as a starting point
Wearing a helmet still feels uncomfortable for many people, especially in daily traffic. That is why we opted for a behavioural change strategy that responds to habitual behaviour, social norms and self-image. With the action perspective ‘Zet ‘m op!’ we give people clear, positive encouragement. In this way, we make the importance of helmet use visible to all cyclists within Vervoerregio Amsterdam – young and old.
Protect what you love
With this own addition to the message, we give the campaign a warm and personal charge. More and more cyclists are putting on helmets – to school, work or sports club. A helmet thus becomes as natural as putting on your jacket. We link safety to habit and responsibility. We address parents directly with a message that appeals, touches and activates: protect what is dear to you.
“I have to set a good example to my child, so yes I also wear a helmet”
– A father with a child in the cargo bike who are passing by
In the picture and in motion
The campaign got off to a festive start during the cycling exam in Amsterdam-Noord. Children were given the opportunity to try on a helmet and wore it during their exams. An accessible and effective intervention. Similar actions also followed in Diemen and Zaanstad at cycling exams and at primary schools.
In all 14 municipalities of Vervoerregio Amsterdam, the campaign was visible in the streets through ground expressions and triangular signs. Online, we reinforced the message with appealing content – both organic and sponsored. Mobile advertising was also used to effectively reach the target group.
“Wearing such a bicycle helmet really makes a difference if you fall on your head. We hope that wearing a helmet will become more and more normal the more often we see it on others”
– Gerard Slegers, member of the board of directors of Vervoerregio Amsterdam
Local roll-out via municipalities
To support municipalities in the local rollout, we developed a practical toolkit. Think of ready-made resources for print and social media. The campaign will receive extra attention via the Traffic & More platform and on the website of Vervoerregio Amsterdam
