When Suva launches a campaign in this country to encourage people to wear helmets, the images are always drastic. In the past, for example, images of large scars on the scalp were intended to motivate cyclists to wear a helmet. In Denmark, there is the antithesis of this: A YouTube clip flirts with the warlike, risk-averse Viking image, in which a chieftain is persuaded to wear a helmet despite everything. Predicate: Funny, and worth seeing. Whether this motivates people to wear helmets better than shock images is something everyone has to decide for themselves.