35. The promotion of helmets (whether by pronouncements that helmet-less cyclists are at fault or otherwise) distracts from the far more important objective of reducing incidents. Levels of cycling are not likely to meet the hopes of government and local authorities until people in large numbers feel safe on bicycles. This requires confidence that they will not be run down by a motor vehicle. Nothing should distract from the imperative of bringing home to the motorist the full responsibility for the consequences of negligent driving around vulnerable road users.