Highway Code intervention sets a new standard for road safety education

Co-Pilot has released the results of its rigorously evaluated Highway Code intervention, a bold, engaging, and effective film-based education campaign designed to assist safer road users and improve experienced drivers’ understanding of critical Highway Code updates.

Developed in response to widespread public confusion surrounding the 2022 changes to the Code, the intervention was uniquely crowdfunded by Co-Pilot’s members, showcasing the power of pooled resources to deliver high-quality, evidence-led interventions. The project was also supported by the British Horse Society, who helped secure celebrated actor Martin Clunes as the film’s voiceover – bringing credibility, familiarity, and warmth to the campaign.

At the heart of the intervention is a humorous short film where an ice cream van serves as a metaphor for the Hierarchy of Road Users. Through relatable characters and engaging visuals, the film explains the priority given to pedestrians and cyclists in a light-hearted but impactful way. The Co-Pilot intervention was designed using established behavioural science frameworks, including the COM-B model, and was tested in a controlled experimental study with over 250 UK drivers.

Highway Code Intervention Evaluation report_July25_EBox