Recently, the German Transport Ministry launched an advertising campaign to encourage bicyclists to wear bike helmets. How did the Ministry get people's attention to this important cause? By showing models in their underwear wearing bike helmets, along with the headline, "Looks like shit. But saves my life."
The Ministry has come under fire for the campaign, however, with some politicians and others saying that the use of scantily clad models isn't appropriate. For example, according to media reports, German Social Democratic Party head Maria Noichl said that the campaign was "embarrassing, stupid, and sexist."
Defending the campaign, a representative of the Ministry said, "A successful road safety campaign should jolt people and can be polarizing."
"embarrassing, stupid, and sexist"