Retailers across the UK and the rest of the world will be offering discounts on riding hats today (17 September) to mark the seventh International Helmet Awareness Day.

Brands including Gatehouse, Samshield, Uvex, GPA and Charles Owen have committed to be involved in the initiative, as well as Champion and Jin Stirrups.

The aim of the awareness day, organised by Riders4 Helmets, is to “educate equestrians on the benefits of wearing a properly fitting, secured and certified helmet”.

Lyndsey White, of Riders4Helmets, said: “It is a testament to the continued need for educating equestrians on all aspects of helmet-wearing that sees us organising our seventh International Helmet Awareness Day.”

“Retailers in Australia, Canada, England, Ireland, New Zealand, Scotland, South Africa and the USA have already registered to participate in this year’s event.”

Ms White’s colleague Emily Johnson added: “We are grateful to the helmet manufacturers for their continued support of this important global event.”

International Helmet Awareness Day was founded in 2010 after American Olympic dressage rider Courtney King Dye had a fall at home.

Courtney, who was not wearing a helmet at the time, suffered a traumatic brain injury and spent a month in a coma.

She was given the FEI’s “against all odds” award in 2012.

“I normally don’t care much about awards or prizes, but this one was very meaningful because it’s done through nominations,” she said at the time.

“Anyone can make a nomination and just the fact that people thought of me means my accident affected people, gives it value. The fact that my accident brought such attention to safety, particularly helmet use, gives it a purpose.

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Riders are encouraged to visit the site this morning (17 September) to view the most up-to-date list of retailers offering the discounts, and to search by name and location.

For more information on the Riders4Helmets campaign, visit its website or Facebook page.