An effective helmet display has encouraged Glaswegians to get talking today. 

Endura, the Scottish-based cycling clothing and accessories brand, launched a four-set helmet display in the St Enoch Shopping Centre. 

The display, which has been set up today for Brain Awareness Week (March 13-19), shows four helmets with printed cat scans on them from actual brain injuries sustained by four people who rode without a helmet and crashed.

Glasgow Times:

Glasgow Times:

Katrin McDonald, PR manager for Endura, said: "We've had lots of people having a look here today. 

"We've had people stopping and telling us about their own experiences of crashing themselves. 

"They've came by and said if I hadn't worn a helmet, I would have had a serious injury. 

"Some even said their helmets were completely dented after their accidents. 

"We're pleased that there's been quiet a lot of engagement so far." 

Glasgow Times:

On the display case, doctor's notes from the four patients' brain injuries have been written on the glass, as well as a link to Project Heids' campaign video.

The video goes into detail about the accounts of two out of the four cyclists who, without wearing helmet, found their lives turned 'upside down'. 

The display is Endura's new project, Project Heid, which was launched this week. 

Katrin said: "Project Heid is all about making people aware that a helmet protects your head and increases your chances of not sustaining injuries. 

"That's the story we're here to tell, and it is really important for us to send that message. 

"We want people to go out and cycle, but also to be safe while doing so."

Glasgow Times:

The four helmets will be auctioned off at some point this year, and the money raised will be donated to The Brain Charity, who partnered with Endura for the project.

Nanette Mellor, CEO of The Brain Charity, said: "Our brain is the most complex structure in the universe, and the most important part of who we are.

"It runs our whole world, moves our body, makes our decisions, and tells us when to smile and what we can smell. It houses our most precious memories, hidden dreams and the thousands of subtle differences that make us who we are.

"The impact of damage to the brain can be catastrophic, and that’s why we are proud to partner with Endura to draw awareness to the importance of wearing a helmet when cycling to protect your brain." 

Glasgow Times:

The display will be available all weekend for people to look at and can be found on the ground floor of the shopping centre across from Costa. 

The team at Endura hope that the initiative will ultimately raise awareness of the importance of wearing a helmet when cycling, and will encourage people to tell their family, friends and children to wear a helmet when riding a bike. 

Noah Bernard, brand director for Endura, added: "We understand the importance of ensuring that more people on Britain’s roads and trails are wearing helmets, and we want to encourage the entire cycling community to do so.

"Ian and John’s accounts (in the above campaign video) are eye-opening reminders of the risks too many cyclists continue to take, and we thank them for bravely helping us to raise awareness with their incredible stories.”