Cultural / Context information for the jury

India has the highest number of two-wheeler fatalities in the world. Most of these deaths could have been avoided if riders wore a helmet. Although the authorities have mandated that riders wear a helmet, riders want to outsmart them. They carry the helmet on their bikes and wear them only when they spot a police officer. These riders have been exposed to multiple traditional campaigns regarding rider safety but have become immune to them. We needed to shock these riders into looking after their safety, which is why we created the Headless Human. A rider who showed motorists what exactly could happen to them if they continued riding without wearing a helmet. Motorists witnessed the bizarre sight. When they saw the headless rider with a prosthetic severed head dangling from the handlebars, they got the point. If they didn’t use their helmet, they could lose their head.

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Indian motorists always carried their helmet but wore it only when they saw a police officer. We needed to show them the consequences of their ignorance, in an unforgettable way. Motorists in Puducherry witnessed a shocking surprise. Their jaws dropped when they witnessed a headless rider on a joy ride. And the reason for his predicament was soon revealed when they saw his head where they normally keep their helmets. As the Headless Human rode through the streets, he caught the attention of pedestrians and motorists alike. When they saw the headless rider with a prosthetic severed head dangling from the handlebars, they got the point. If they didn’t use their helmet, they could lose their head. The headless human also had a message at the back of his riding jacket ‘Use your head. Use your Helmet.’ To drive home the message.