By surveying over 1,000 motorcyclists, we were interested to know how many active bikers were currently riding with an unsafe helmet. Once the initial premise had been set, the team then set about working with the Department for for Transport and SportsBikeShop.co.uk in a bid to clarify the findings.
The results unearthed the staggering statistic that over 400,000 bikers are currently riding on the roads with helmets that experts would replace.
Obviously, the link-generating potential for this particular project was significant, and once the press release and supporting blog post had been written, the Earned Media team did a great job in securing 54 pieces of coverage - including articles from the Sun, Telegraph, Yahoo (twice) and Daily Mail.