Highway Code campaign
An ice-cream van, Martin Clunes and the 2022 Highway Code changes. Light enough to drop into anything you are already doing, and proven in a randomised controlled trial to change what drivers know, believe and intend to do.
What it is
Awareness of the 2022 Highway Code changes is still patchy, especially among experienced drivers. Department for Transport research found only 42% of road users consistently give pedestrians priority at junctions. This campaign simplifies the rules and delivers them in a format people actually watch.
The film uses humour, exaggerated characters and a twist to bring the hierarchy of road users to life: pedestrian priority at junctions, cyclist priority when turning, and safe overtaking distances. Narrated by Martin Clunes, whose warm tone lands particularly well with the over-50s the research says need it most.
It was built on the COM-B Behaviour Change Wheel from focus groups and surveys with drivers, so it addresses capability, opportunity and motivation rather than just telling people the rules.
Preview
The full advert, unbranded. Two minutes with Martin Clunes and the ice-cream van. Members get it with their logo on the end frame, plus the vertical cut, social cut-downs and the Welsh version.
Tested in a randomised controlled trial
Evaluated by Dr Elizabeth Box and peer-reviewed by Dr Richard Rowe and Professor David Crundall. In a study of over 250 drivers the film significantly outperformed two control adverts, including the Department for Transport's Travel Like You Know Them campaign. It boosted knowledge of priority and overtaking rules, with gains still there weeks later, strengthened confidence, intentions and social norms, and was rated more engaging, credible and personally relevant than either control. Highly Commended at the Prince Michael International Road Safety Awards 2025.
Who it is for
- Drivers of all ages, especially those who learned before 2022
- Road safety teams running vulnerable road user campaigns
- Employers, driving schools and insurers for driver education
What you get
- The advert in 16:9 and 9:16
- Your logo on the end frame
- Social cut-downs and stills
- Behind-the-scenes film
- Intervention plan and background research
- Welsh language version
How you can use it
- Available to Toolbox members, and on its own from the Supermarket at £950 per year (ex VAT).
- Branded with your logo
- Use across your own channels and share with local partners during the licence
Toolbox membership includes every resource, the Expert Panel and the Vision Zero Community for your whole organisation.
The full advert, unbranded
Two minutes with Martin Clunes and the ice-cream van. Members get it with their logo on the end frame, plus the vertical cut, social cut-downs and the Welsh version.