Hey kids, the Phoenix Department of Street Transportation has a fun message for you: Riding your bike is likely to result in a gory horror scene. If you don’t wear your helmet, of course.

That’s the gist of an over-the-top “bike safety” comic book that has alarmed parents of third and fourth graders in Phoenix. The comic shows a cyclist with his brain exposed and blood dripping down his skull on the cover. The inside is equally horrifying, conjuring a world where kids get run over and lose the use of their legs because they pop wheelies.

The books were produced by the Phoenix Street Transportation Department with a $18,700 grant from the Governor’s Office of Highway Safety. An illustrator hired by the transportation department explained to the Arizona Republic that they were meant to scare children into wearing helmets.

Helmets can protect against head injuries in the event of a crash or fall, but the idea that helmet use is the one true answer for bike safety is cartoonishly simple.

Gory comic books about bike helmets are not the kind of thing you see in places with excellent bike safety records. It is basically an admission that public agencies have failed to create safe streets and an indictment of the prevailing safety culture.

At a time when kids are developing chronic disease at an alarming rate thanks in part to the lack of physical activity, Phoenix is sending the message that something as normal as riding a bike will cause you to resemble an extra from the Walking Dead.