Some 40% of skiers will not wear a helmet this season, according to Essential Travel, the on-line insurer. This is despite 75% of them admitting to having had an accident on the slopes in the past that was serious enough to require medical assistance.
The company has linked up with a sports retailer, Ellis Brigham, and Headway, the brain injury association, to launch a campaign to persuade skiers and snowboarders to wear a helmet.
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