Despite the significant updates to the Highway Code in 2022, research suggests that many experienced drivers remain unaware of the changes or uncertain about how to apply them in real-world driving. To address this, Co-Pilot developed a short, video-based intervention grounded in behavioural science, designed to refresh drivers’ knowledge and encourage greater compliance with the revised rules - particularly those designed to protect vulnerable road users.

Using the COM-B model and insights from focus groups with experienced drivers, the intervention aimed to target knowledge gaps (capability), build motivation, and positively influence social norms around rule-following. The film features a humorous and relatable narrative centred on an ice cream van metaphor - voiced by actor Martin Clunes - to bring key Highway Code messages to life. Scenarios demonstrated appropriate behaviours in relation to pedestrian and cyclist priority, the road user hierarchy, and safe overtaking practices.

A controlled pre-post evaluation of the intervention was conducted via the Prolific platform in early 2025. Participants aged 25+ were randomly assigned to one of three groups: the Co-Pilot Highway Code intervention, the Department for Transport’s ‘Travel Like You Know Them’ campaign, or a non-targeted road safety video. Pre- and post-surveys measured knowledge, attitudes, intentions, perceived behavioural control, and social norms using standardised questions informed by the Theory of Planned Behaviour and COM-B framework.

This session will present the development process, design rationale, and detailed evaluation methodology along with the results of the trial. It will highlight the comparative effectiveness of the Co-Pilot intervention and discuss how practitioners can use these findings to enhance the impact of their own Highway Code education efforts.

Attendees will gain:

• Insights into the behavioural science principles and techniques used in the intervention.
• A clear overview of the evaluation design, measures, and methodology.
• Results from the controlled trial, including comparisons with government campaign materials.

Dr Elizabeth Box, Behavioural Science Consultant, Co-Pilot

Dr Elizabeth Box is Co-Pilot’s Behavioural Science Consultant. She is an accomplished transport researcher and commissioner with over two decades of experience influencing and contributing to road safety policy outcomes at the national level.

Elizabeth’s doctorate in Transport Psychology focused on developing and trialling pre-driver education interventions grounded in behavioural science, with the resulting intervention receiving a Prince Michael International Road Safety Award in 2023.

She is also Director of ECM Research Solutions Ltd, Research Director of the RAC Foundation and holds advisory roles across multiple government and road safety bodies.

Elizabeth is a Fellow and technical champion for the Chartered Institution of Highways and Transportation and a judge for the Prince Michael International Road Safety Awards and the CIHT Road Safety Award