2025 – Co-Pilot Highway Code Intervention (UK) – Highly Commended

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 – a significant acknowledgement of the power of collaboration, evidence-led design, and shared commitment to Vision Zero.

Developed through the Vision Zero Toolbox, powered by Co-Pilot, this short, humorous, metaphor-led 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, including the Government’s ‘Travel Like You Know Them’ campaign film. Motivation, confidence, and perceived social norms improved significantly more in the Co-Pilot Highway Code group, indicating a distinctive and lasting influence on behavioural determinants.
• 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 f ilm under two minutes long and developed on a modest pooled budget.

Quotes

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.”

Prince Michael International Road Safety Awards

“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.”

Raising the standard for collaborative road safety

This accolade reinforces the value of Co-Pilot’s Vision Zero Toolbox model, where local authorities, emergency services, and private sector partners pool resources to create high quality, evaluated interventions that would be difficult to produce independently. The award also supports the continued growth of the VZ Toolbox community and its mission to accelerate safer outcomes through scalable, evidence-based interventions.

The Highway Code film is now available to all Vision Zero Toolbox members and for non members can be licensed through the Co-Pilot Supermarket.

Read press release here