Lime Bikes have become a fixture of urban culture. The neon green bikes are four times heavier than regular bicycles and in 2025 contributed to 11,000 serious e-bike crashes.
The biggest cultural flashpoint around cycling is helmet safety. We stirred the debate by physically crashing an e-bike into our own ad. The message was simple – “Don’t be a helmet, wear one.”
Don’t be a helmet was Endura’s most successful social campaign, generating over 3m views across social and led to ‘Endura Helmets’ becoming a breakout related search term.
