Behaviour-change drink drive film reaches tens of thousands in days
A festive, mobile-first drink drive film is already generating strong engagement and positive feedback this winter.
Gambling Tommy, the second film in the series developed through the Co-Pilot Vision Zero Toolbox, has been used by multiple organisations across the UK to support the National Police Chiefs’ Council annual drink drive campaign. It shows the impact that high-quality, behaviour-change content can achieve when it is shared and deployed at scale.
The film focuses on tradespeople, a group often over-represented in drink driving convictions. The audience is identified immediately - tool bag, van, workmates - and humour is used to land powerful behavioural levers around reputation, family and livelihood.
The film has been used by many members of the Co-Pilot Vision Zero Toolbox, including Warwickshire Road Safety Partnership, Dorset & Wiltshire Fire & Rescue Service, Isle of Wight Council and Surrey RoadSafe.
In just a few days, the film posted by Dorset & Wiltshire Fire & Rescue Service achieved: 55k+ Facebook views (75% from non-followers), 376 shares and 7k+ Instagram views.
The film has also generated very positive feedback from viewers:
“Just seen your new Christmas ‘van man’ ad. Think you’ve done a cracking good job. So many Christmas drink drive ads are either preachy, sanctimonious or miss the mark by being cliches. Really like the way yours hits the target market by using real concerns, balancing being funny yet still getting the point across in a way you couldn’t miss. Think it’ll make a real difference.”
“Cracking good ad. No preaching, no being sanctimonious - just getting the point over in a way that’ll hit home.”
“This is absolutely brilliant.”
“Very good video!”
“Great advert.”
“Really good video. Well done.”
The film is available exclusively through the Co-Pilot Vision Zero Toolbox, enabling local authorities and road safety organisations to access a specialist campaign asset at minimal cost, with development shared across the membership. Used by multiple authorities, it delivers significantly greater collective reach and impact than single-area campaigns.
See the film branded for Surrey RoadSafe here.
Find out more about becoming a Co-Pilot Vision Zero Toolbox member here.
