Germany's Ministry for transport has received public backlash after launching a questionable campaign to encourage cyclists to wear helmets.
The advertisement features contestant of Germany’s Next Top Model Alicija Köhler, sporting a helmet and lacey bra with the slogan “It looks shit. But it saves my life.”
Citizens have criticized the image deeming the use of a model in underwear unnecessary and sexist and have begun using the slogan to mock the current transport infrastructure in Germany.