German Transport department says controversial adverts will 'jolt people'

The adverts feature male and female models in underwear, and helmets

An ad campaign sponsored by the German government has polarised opinions, with leading figures calling it 'embarrassing, stupid and sexist'.

In reply, a spokesperson for the Transport department which was targeting a young audience put off wearing helmets due to aesthetic concerns, said: “a successful road safety campaign should jolt people and can be polarising.”

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Michelle Arthurs-Brennan

Michelle Arthurs-Brennan the Editor of Cycling Weekly website. An NCTJ qualified traditional journalist by trade, Michelle began her career working for local newspapers. She's worked within the cycling industry since 2012, and joined the Cycling Weekly team in 2017, having previously been Editor at Total Women's Cycling. Prior to welcoming her daughter in 2022, Michelle raced on the road, track, and in time trials, and still rides as much as she can - albeit a fair proportion indoors, for now.