Bicycle accidents account for approximately 1,200 reported injuries and 30 deaths each year in the State of Victoria, Australia. Head injuries constitute 33% of reported injuries and cause 80% of fatalities. Helmet wearing promotion campaigns conducted by the Victorian Road Traffic Authority and involving substantial contributions from many voluntary and commercial groups in the community have resulted in significant increases in the wearing rates of approved bicycle helmets. These increases in helmet wearing rates have been accompanied by significant reductions in the rate of head injuries among bicycle accident victims. The promotion program is outlined and the changes in helmet wearing rates detailed.