Co-Pilot’s member-funded Highway Code intervention has been recognised with a Highly Commended accolade in this year’s Prince Michael of Kent International Road Safety Awards.
Developed through the Co-Pilot’s Vision Zero Toolbox, the short film was created to help experienced drivers better understand and apply the 2022 Highway Code updates.
The intervention was jointly funded by Co-Pilot members, who pooled resources to create a high-quality, behaviourally-informed film and an accompanying evaluation programme.
A key contributor to the film’s memorability was the generous support of the British Horse Society, whose President Martin Clunes voiced the intervention. His involvement brought warmth, familiarity, and a recognisable presence to the content – particularly important in reinforcing the film’s messaging around passing horses and vulnerable road users.
The Highway Code intervention is one of very few mid-scale road safety initiatives in the UK to be developed and tested to NESTA Standard of Evidence Level 3. Over 250 drivers participated in a randomised controlled trial, with the results independently peer-reviewed by academic experts in transport psychology.
The evaluation found:
- Knowledge gains were significant and sustained, with understanding of key overtaking and turning rules substantially outperforming both control groups.
- Participants rated the Co-Pilot film as more credible, engaging, and personally relevant than either control film.
- Statistically significant effects were retained at 4-6 weeks, an outstanding outcome for a film under two minutes long and developed on a modest pooled budget.
Judges said The Prince “would like to provide recognition for your contribution and was impressed by intervention design and evaluation methodology. This rigor sets your work apart from many high-volume, high value campaigns produced by well-funded government bodies.”
Dr Elizabeth Box, behavioural science consultant at Co-Pilot, said: “Our peer-reviewed evaluation shows what can be achieved when we apply behavioural science rigorously and work collaboratively.
“The results highlight the value of combining theory-driven design with practitioner insight. They also reinforce the importance of shared learning and shared investment if we want to accelerate progress towards Vision Zero.”
James Evans, CEO & Founder of Co-Pilot, added: “This intervention shows the strength of what we can achieve collectively when we combine shared expertise, pooled resources, and a commitment to evidence.
‘Thank you to all the members who made this award possible by investing in the Vision Zero Toolbox. This recognition is for, and because of, them.”
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