Award-winning Highway Code film voiced by Martin Clunes recognised for boosting driver understanding

A short film designed to help drivers better understand updates to the Highway Code, and featuring the distinctive voice of actor Martin Clunes, has been highly commended in this year’s Prince Michael of Kent International Road Safety Awards.

The two-minute video tackles key areas where many motorists remain unsure of the rules, including pedestrian and cyclist priority, the hierarchy of road users, cyclist positioning and overtaking vulnerable road users such as horse riders.

Clunes’ narration, secured with support from the British Horse Society where he serves as President, brings warmth and clarity to messaging designed to help experienced drivers stay up to date. The award recognises both the film’s strong evidence base and its clear impact on improving driver understanding.

Developed by Co-Pilot - a subscription-based service that enables local authorities and road safety organisations to pool resources - the film was created after members, including police forces, local authorities, companies and fire and rescue services requested accessible, public-facing materials to help explain the 2022 Highway Code changes. 

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 eliminating deaths and serious injuries on our roads.” 

More than 250 drivers took part in an independently reviewed study, which found the film significantly improved understanding of key Highway Code rules. Participants also reported higher levels of confidence and engagement, with effects still visible weeks later.

 Judges from the Prince Michael International Road Safety Awards commended the intervention, noting: “The Prince would like to provide recognition for your contribution and was impressed by intervention design and evaluation methodology. This rigour sets your work apart from many high-volume, high value campaigns produced by well-funded government bodies.”

The recognition highlights the growing need for simple, relatable communication to help drivers understand rules designed to protect the most vulnerable on the roads. It also demonstrates the value of Co-Pilot’s collaborative model, which enables organisations to share expertise and develop high-quality materials that individual partners would struggle to produce alone.

The Highway Code film is available now to Co-Pilot members and can be licensed by non-members via the Co-Pilot Supermarket. Find out more here: www.co-pilot.org/highway-code 

James Evans, CEO and 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.”