Co-Pilot has unveiled a new campaign, featuring the distinctive voice of Martin Clunes, to help experienced drivers understand and adhere to the 2022 Highway Code changes.
With the support of Doc Martin actor, secured through the support of the British Horse Society, the campaign addresses key areas such as pedestrian and cyclist priority at junctions, the hierarchy of road users, cyclist riding positions, and overtaking vulnerable road users.
The campaign film uses relatable scenarios and memorable characters, brought to life by Martin Clunes’ narration, to engage audiences and simplify key Highway Code updates.
Developed in response to Co-Pilot members’ requests for additional public-facing resources on the Highway Code, the campaign draws on the COM-B Behaviour Change Wheel, addressing multiple factors that influence behaviour.
Focus group research informed the campaign’s design, directly addressing the beliefs, attitudes, and barriers experienced by drivers. Additionally, an in-depth intervention plan shaped the film’s scripting.
The resource is now available to Co-Pilot members. Both the focus group research findings and intervention plan are available for Co-Pilot members and non-members to view.
Co-Pilot members have access to co-branded versions of the film at no additional cost.
James Evans, CEO and founder of Co-Pilot, said: “This campaign highlights what Co-Pilot does best – providing the research, design, and resources that enable our members to deliver real-world road safety impact.
“By working together and pooling expertise, we’re supporting members to do more with less, making the roads safer for everyone.
“Securing the support of Martin Clunes through our partnership with the British Horse Society is a fantastic example of how collaboration can elevate the reach and resonance of road safety messaging.”
Co-Pilot is a subscription-based service which provides local authorities and other road safety organisations with access to a shared library of education and training.
For more information, and to view the research findings/intervention plan, contact James Evans at james@co-pilot.org.
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