This comedy Public Service Announcement urges cyclists in Denmark to wear a helmet, an issue of pressing importance given the number of accidents and injuries inflicted on cyclists without protection.

The film, which was shot in Denmark during the coldest and shortest day of the year, is set in the year 893 during the Viking era. It centres on Svend, leader of his small army, who refuses to wear a helmet before heading to invade England, because it messes up his braids and causes an itchy scalp.

90% of the Danish population owns a bike, cycling an average of 3.46km per day. The World Economic Forum named Copenhagen the world’s most cycle-friendly city. And yet helmets have never become as popular as cycling itself: 50% of Danish adults still fail to put on a helmet when biking.

DANISH ROAD SAFETY COUNCIL

“Helmet Has Always Been A Good Idea”

Film Script, translated to English

DENMARK IN THE YEAR 893. A horn blows. Svend, the leader of the Viking army, approaches his men who stand beating their chest in support of their leader. Svend signals them to stop and mounts his horse.

SVEND: Today we sail to England!

The crowd cheers.

SVEND’S SON: Wait, Dad.

Svend’s son comes running from afar, ducks his head down, and presents his father with a steel helmet. Svend does not look amused, even a little embarrassed, and ignores the gesture.

SVEND: To the Ships!

The crowd erupts in cheer. Hjalmar, a warrior, looks concerned.

HJALMAR: Svend, shouldn’t you be wearing a helmet?

Svend looks around irritated.

SVEND: No, it’s annoying. It makes my scalp itch.

A beat.

HJALMAR: Oh. But, uhh—

SVEND: —Hjalmar, I’m a careful rider.

Svend looks confident and calm, as he casually knocks the helmet out of his son’s hands with his boot. The helmet takes a tumble on the pebbled ground.

HJALMAR: No one is saying you’re not careful…

SVEND: So what do I do when I get there? Run around England wearing a silly helmet?

HJALMAR: Well, yes actually, I think you should.

Hjalmar forces a polite, careful smile. A warrior from the afar field yells out.

WARRIOR: Svend!

SVEND: Yes!

WARRIOR: What’s going on?

HJALMAR: (Yelling) Svend doesn’t want to wear a helmet! He says it makes his scalp itch.

A beat.

WARRIOR: I can’t really hear you!

SVEND: I’m not the type who wears a helmet!

HJALMAR: But it’s a good idea.

SVEND: (Hysterical) It ruins my braids!

A beat. Svend’s wife comes out holding their young child. Svend clears his throat, straightens himself up.

SVEND’S WIFE: Svend!

SVEND: Yes.

SVEND’S WIFE: You can go looting and pillaging all you want, but you have to wear a helmet.

A beat. Svend looks embarrassed. He takes the helmet from his wife’s hands, who picked it up from their son.

SVEND: Yes.

Svend puts on the helmet. An older man in the crowd stands and laughs. Svend turns and gives him a threatening look. The man stops laughing.

HJALMER: I bet the English wear helmets too.

Svend looks unamused.

SVEND: To the ships!

The crowd erupts in cheer once again.

SVEND’S SON: Good luck, dad!

We see Svend travelling on his horse, passing under a wooden beam, and knocks his head.

End Title: HELMETS HAVE ALWAYS BEEN A BRIGHT IDEA