Highway Code intervention ‘sets a new standard for road safety education’

Evaluation of a film-based educational campaign, designed to help experienced drivers understand and adhere to the 2022 Highway Code changes, has found both knowledge gains and a stronger motivation and confidence to follow the rules.

The Co-Pilot campaign, featuring the distinctive voice of the actor Martin Clunes, was launched last year in response to requests for additional public-facing resources on the Highway Code changes.

At the heart of the intervention is a short film where an ice cream van serves as a metaphor for the hierarchy of road users, explaining the priority given to pedestrians and cyclists.

The film was created using established behavioural science frameworks, including the COM-B model, and was tested in a controlled experimental study with over 250 UK drivers.

Newly published evaluation shows that viewers of the film were 99% correct on key turning rules immediately after watching – up from 67% – with 87% still correct 4-6 weeks later. 

Knowledge of safe overtaking distances almost doubled, with performance far exceeding both control groups.

Meanwhile, the intervention significantly boosted drivers’ intentions, confidence, and sense of social support for rule compliance, with statistically stronger and more lasting effects than other road safety films it was compared against.

Participants, especially women, found the film more personally beneficial and insightful, and were more likely to recommend it to others.

Dr Elizabeth Box, Co-Pilot’s behavioural science consultant, said: “This intervention exemplifies what happens when expertise, creativity, and collective commitment come together.

“We wanted to demonstrate that well-designed, rigorously evaluated interventions are not only possible, they’re essential.”

The intervention was tested in a randomised, controlled study with 254 UK drivers, aged 25 years and over. The study included two control groups, one viewing the DfT’s ‘Travel Like You Know Them’ campaign, and another viewing a non-Highway Code-related safety film.

Outcomes were measured pre-intervention, immediately post-intervention, and at a 4–6 week follow-up. The full evaluation was peer-reviewed by Professors David Crundall (Nottingham Trent University) and Richard Rowe (University of Sheffield).

The findings have been peer-reviewed by leading transport psychologists and published in a full evaluation report. 

The film is available to Co-Pilot members and for purchase via the Co-Pilot Supermarket.