What a crock of shit.
What do helmets have to do with making cyclists more visible on the road?
Lights? No! Really? Hadn't thought of that, I'll definitely look into it!
If hi-viz is all that stands between you and Accident & Emergency, I suggest you're doing something wrong.
"Marginal gains" in cycling safety? How about taking a giant leap forward and not riding like a dick?
All this from the man who brought you "MPs won't take cyclists seriously until they pay tax".