Vietnam has launched a major new three year campaign to increase motorcycle helmet wearing rates amongst its children. Recent surveys have found that, despite high levels of helmet use by adults, only a third of children riding as passengers on their parent’s motorbikes wear a crash helmet. Now the AIP Foundation is working with the country’s traffic safety agency, the education ministry and the police to target parents through awareness raising and high profile police enforcement. The first phase of the campaign will include leaflet distribution, community workshops and media advertising, with some of the funding for the initiative provided by Michelin Vietnam. The head of Vietnam’s National Traffic Safety Committee, Mr Than Van Thanh, describes the current road injury situation as “distressing…and detrimental to the development of the country”.