At first I thought that the author's argument here is that you take your lid off, it will make cycling safer. Actually, it is that if you take your lid off, you will make the perception of cycling safer. It doesn't actually get any more or less safe (beyond the arguments and counter-arguments about how safe or otherwise a lid makes your head)
People put their lid on because they don't feel safe, either through their own experiences of cycling or because of "propaganda" or because of some sort of social obligation. It's a choice, even if it's being made for the "wrong" reasons. People may end up wearing helmets purely because other people are wearing them and like most humans they want to just fit in and follow the crowd. However some people will wear them because they want to and their own personal risk assessment is that they feel safer with one on.
However, no amount of helmet taking off actually will make cycling safer (even if it isn't unsafe to begin with!) Surely if you make cycling safer, people taking their lids off will follow. The best way to make cycling safe is to actually make it safe! (By which I mean, it's not to launch some glossy campaign saying that it is safe, when it's not).
Yes. Chicken. Meet egg.
I actively whince when I see a parent that has plonked an adult-sized lid onto the head of their dear child. That, in my opinion IS dangerous. As is the badly fitted one (which I hate to say is usually women/girls with a particular hairstyle) perched off the back of the head and actually not covering the front of your skull at all. I personally performed my own risk assessment of the "Bern" type fashion lids based on skateboarding ones, with the plastic peak moulded into the shell. They failed the test, my thinking being if you strike your head on a solid surface with one of those on, surely it actually focusses the impact of the blow, rather than disspating it. Most other cycling headwares have a detachable peak, which I have always assumed is to prevent the above situation. I was told by someone who is into horseriding that is the same reason that horseriding hats have no peak any more, but you can pull a fabric or velvet cover over them with a soft peak.
In those cases, a lid seems to be actually more dangerous to me than not wearing it.
I usually wear a lid. But not always. Both times I've properly come off my bike have been entirely my fault. Once was ice related and once was rogue cycling infrastructure related. Both times I've come down at a slow-ish speed over onto my side and thumped my head off some concrete. It didn't save my life, but it certainly helped avoid a headache. Both times I was also wearing "cycling" gloves and both times they saved my palms getting a cheesegrating against the tarmac.
If people ask me about wearing lids "I want to start cycling, do I need a lid?" I will tell them it's up to them, but will seriously recommend that they get some sort of glove/mitt - if you're going to come off your bike it's most likely you're going to come off forwards or at least to the front - and you're probably going to instinctively put your hands out to protect yourself. Better to let a few quids-worth of fabric take the impact than your own skin.
Perhaps cycling mitts are discouraging cycling use too.
There. I entriely avoided using the H word. I think.