AA handing out free helmets to cyclists

The cheeky bastards at the AA have decided to hand out free helmets and cycle vests to cyclists in the waterloo place area today. I understand why (Boris bikes' users tottering around on the road - their stated target group). I don't understand why car users want cyclists to wear helmets. These helmets are not designed to save you from an impact with a car. In fact with most cycle/car accidents being attributed to the driver and cyclists always coming off worse (No recorded deaths of drivers from hitting a cyclist) is this just a way to appease their conciences...