THE company behind the new Redditch e-scooters are introducing a Helmet Selfie scheme to help promote safety while riding.

Helmet Selfie, by Bird, is now available now and offers riders incentives to wear a helmet while riding a scooter during the trials.

At the end of each trip, riders are asked to take a selfie and those who are wearing a helmet will receive 25p off their next ride.

Riders can also share their selfie via social media and include #BirdHelmetSelfie to help promote broader adoption and use of helmets.

The scheme is designed to help increase helmet usage and improve the safety of riders.

Caroline Hazlehurst from Bird said: “Bird and the cities in which we operate share a number of common goals, including the safety of all road users.”

“Our Helmet Selfie product is designed to reward people that put safety first and wear a helmet while riding. By giving people money off their next ride if they wear a helmet we hope to further drive helmet adoption and make sure our riders always put safety first.”