That was great, and only 37 seconds long!
In Ireland there are lots of bike safety campaigns and messages but the two things that have contributed most to the uptake of cycling have been the Bike to Work scheme (tax free bikes) and the Dublin Bikes (city bike rental) scheme. Arguably, the increase in the number of cyclists has done more for cycling safety than all the efforts of the campaigns.
I certainly don't disagree with him, or with you, that there are plenty of other safety aspects to consider while cycling, but I'd always wear a helmet anyway.