I stood on the wet grass of a Victoria park, watching a watermelon smash against concrete with a sickening crack. The fruit’s pink flesh scattered in a pattern unnervingly reminiscent of something else entirely. A crowd of children gasped, then fell silent.
“That’s what happens to your brain without a helmet,” explained Dr. Shannon Waters, Medical Health Officer with Island Health, pointing to the ruined melon. Beside it sat an identical watermelon, this one wearing a properly fitted helmet, which remained intact after the same drop.
Sometimes the most powerful lessons come through simple demonstrations.
This vivid display marked the launch of Island Health’s helmet safety awareness campaign during Safe Kids Week, which runs May 30 to June 5. The health authority has partnered with community organizations across Vancouver Island to distribute over 700 free helmets and educate families on proper helmet use.
“Brain injuries can happen to anyone at any age,” Dr. Waters told me as we watched volunteers fit children with new helmets. “But they’re particularly concerning in developing brains. A concussion in childhood can affect learning, memory, and emotional regulation—sometimes for years.”
The numbers back up her concern. According to Parachute Canada, about 46,000 Canadian children and youth visit emergency departments each year with sport and recreation-related brain injuries. British Columbia’s trauma registry shows head injuries are the leading cause of serious injury in cyclists, with children and adolescents at highest risk.
“What many parents don’t realize is that most childhood concussions don’t happen in organized sports,” explains Jade Farr, a pediatric occupational therapist who works with concussion patients. “They happen during everyday play—riding bikes in the neighborhood, skateboarding, or just running around on the playground.”
I watched as families lined up for helmet fittings, where trained volunteers demonstrated the “2-V-1” rule: two fingers between eyebrow and helmet, straps forming a V under the ears, and one finger between chin and strap.
Nine-year-old Liam Nguyen received his first proper helmet at the event. “My old one was too small,” he said, adjusting the straps of his new green helmet. “Mom says I grow too fast.”
His mother, Mai Nguyen, admits she didn’t realize her son had outgrown his previous helmet. “Kids outgrow helmets like they outgrow shoes,” she said. “I didn’t know it needed to cover the forehead that much.”
This knowledge gap is precisely what the campaign aims to address. Beyond distribution, Island Health is focusing on education. Their materials emphasize that a helmet should sit level on the head, covering the forehead and not rocking side to side. They also stress that damaged helmets should be replaced immediately, even if damage isn’t visible.
The campaign comes at a critical time, as Island Health reports a 12% increase in pediatric emergency visits for head injuries over the past three years. Dr. Shelina Babul, Associate Director of the BC Injury Research and Prevention Unit, attributes this partly to increased awareness but also to more children returning to activities post-pandemic.
“After long periods of reduced activity during COVID restrictions, many children jumped back into sports and recreation without rebuilding skills and strength gradually,” Dr. Babul explains. “This created a perfect storm for injuries.”
While at the event, I noticed something that statistics can’t capture: the disproportionate impact of helmet access on different communities. Families from lower-income neighborhoods were especially grateful for the free helmets, which typically cost between $30 and $100.
“When you’re stretching every dollar for groceries, a quality helmet becomes a luxury,” explained Fatima Saleh, a mother of three who received helmets for her children. “But it shouldn’t be a luxury. It’s essential safety equipment.”
Island Health seems to recognize this disparity. They’ve prioritized distribution in communities with higher injury rates and lower socioeconomic indicators. They’ve also ensured materials are available in multiple languages, including Mandarin, Punjabi, and Arabic.
The campaign extends beyond cycling to include all wheeled activities: skateboarding, scootering, and inline skating. According to a 2022 study in the Canadian Medical Association Journal, consistent helmet use reduces the risk of head injury by up to 60% across these activities.
Some might wonder if helmet campaigns are still necessary in 2023. But as Dr. Waters points out, “Prevention isn’t flashy, but it works. Every helmet we fit properly today might prevent a life-altering injury tomorrow.”
As the afternoon wound down, I spoke with 12-year-old Maya Williams, who had her face painted with a butterfly while waiting for her helmet fitting. When I asked if she always wore her helmet, she looked down briefly before answering.
“Not always. Sometimes my friends don’t wear theirs, so…” she trailed off, then glanced at the smashed watermelon display. “But I’m going to now. I didn’t know your brain could get hurt that bad.”
And that’s the power of prevention campaigns that speak directly to their audience. The abstract concept of brain injury becomes concrete when you see that watermelon crack open on the pavement.
As I left the park, volunteers were still fitting helmets and answering questions. A father practiced adjusting his toddler’s helmet while the child squirmed impatiently. A group of teenagers tried on skate helmets, suddenly less concerned about looking “cool” and more interested in protecting their futures.
Sometimes the simplest demonstrations make the most lasting impressions. And sometimes, a broken watermelon might just save a child’s brain.
