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, a behavioural science consultancy specialising in road safety research and the design and evaluation of evidence-based interventions. With over 20 years’ experience in transport research and policy, she works with national organisations, road safety partnerships and industry to translate behavioural science into practical strategies that reduce road harm, with a particular focus on rider and driver safety and road safety education. 

Elizabeth also serves as a Behavioural Science Consultant for Co-Pilot, which provides evidence-based education tools and hosts the Vision Zero Community, a learning network for professionals working to eliminate road deaths and serious injuries. Through her work she bridges research, policy and practice to support safer transport systems.