In today's society it's no longer a soley "your choice, it only affects you" thing anymore. With how insurance works and such like that your "choice" to not wear a helmet has a chance of causing everyone else who choses to ride to have to pay more in premium because they are going to work to make up what's lost having to deal with your hospital bills and cleanup bills. Such is part of why there is the seatbelt law. Yes it should be your choice to wear a seatbelt or not, but when you have to deal with insurance prices your choices will affect everyone else.
As for the webpage, I think it's possible original purpose could have been good, it was just executed incredibly poorly turning into a scare tactic to attempt to "scare" people from riding. I'd say if they really want to help the situation, make the intelligence the car drivers need higher.