I cut down trees, I wear high heels, suspendies and a bra

If you want to get people’s attention to a safety campaign, there’s only one way to do it: dangle a woman in underwear in front of them. That works, and nothing else does.

An advertising campaign by Germany’s transport ministry to persuade cyclists to wear helmets has sparked accusations of sexism, as it features a model wearing just a helmet and underwear.

With the slogan: “Looks like shit. But saves my life,” the advert features a profile-shot of Alicija Köhlera competitor in the gameshow Germany’s Next Topmodel, sporting a violet coloured helmet and a lacy bra.

Women pointed out that it’s possible to advertise things without waving stripped women around like sparklers.

Defending the advert, a transport ministry spokesman said: “A successful road safety campaign should jolt people and can be polarising.”

Well a road safety campaign could always jolt people by staging a fatal encounter between a cyclist and a car.

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