Starting in 1979 (and continuing throughout the 1980s) the Motorcycle Industry Council launched their “Ride Aware. Show You Care.” public relations campaign [source]. Print media ads featured celebrities, sports figures, and motorcycle enthusiasts of the day, including Charles Bronson, Caitlyn Jenner, Lorenzo Lamas, Kent Howerton, Bobby and Al Unser, and American NFL quarterback Kenny Stabler.
Some of those ads, like this example from 1980/81, shouted “WHO CARES?” in large print across the top third of the page followed by a quote from the featured spokesperson warning the reader about the dangers of riding a motorcycle without protective gear. To quote Kenny Stabler from the ad:
I’d be laughed out of the stadium. Or carried out. Yet I see a lot of cyclists riding without even a helmet.