This presentation introduces the Gambling Tommy campaign series: two short-form drink-drive prevention films (Summer and Christmas) targeting male drivers aged 20–35 years. Using a satirical gambling metaphor, the films reframe drink driving as an irrational, high-stakes “bet”, making legal, social, financial and personal consequences vivid at the moment of decision while modelling safer alternatives such as taking a taxi, walking home or leaving the vehicle overnight.

Grounded in behavioural science and the COM-B model, the campaigns aim to increase risk awareness (Capability), normalise feasible alternatives (Opportunity), and shift motivation by positioning drink driving as reckless and inconsistent with valued identities such as being a responsible adult, professional or parent.

The presentation will outline the intervention design and evaluation approach used to assess the campaigns. The evaluation uses a controlled randomised design on Prolific with three groups (Summer campaign, Christmas campaign and an active control) and three measurement points: pre-exposure, immediate post-exposure and a 4-6 week follow-up. Outcomes include knowledge of consequences, perceived risk, anticipated regret, and key behavioural determinants drawn from the Theory of Planned Behaviour, including attitudes, intentions, perceived behavioural control and social norms. Process measures assess emotional engagement, perceived credibility, and recall of key campaign messages.

The presentation will share findings on the immediate and sustained effects of the campaigns and highlight practical lessons for designing engaging behaviour-change communications that disrupt drink-driving decision-making.

Dr Elizabeth Box, Behavioural Science Consultant, Co-Pilot

Dr Elizabeth Box is Director of ECM Research Solutions and Behavioural Science Consultant for Co-Pilot. A transport psychologist with over 20 years' experience in road safety research and policy, she specialises in applying behavioural science to the design and independent evaluation of evidence-based interventions.

Her work helps translate research into practical strategies that improve road user safety.

Scott Stacey, Communications and Engagement Officer, Surrey RoadSafe

Scott Stacey has been a part of Surrey RoadSafe for more than three years. With a background in Graphic Design, Marketing and Copywriting, Scott is instrumental in developing road safety awareness campaigns that resonate with target audiences.

The Gambling Tommy Concept was first conceived by Scott who then collaborated with Co-Pilot to produce the films.