ScootSmarter.

E-scooters are widely available to buy, yet riding a privately owned e-scooter on public roads remains illegal in the UK. This contradiction is leaving many riders – and their parents – unaware of the risks they face. Co-Pilot’s ScootSmarter campaign addresses this confusion head-on, equipping road safety professionals with an engaging, evidence-based resource to educate the public, reduce illegal riding, and promote responsible behaviour.

Research-backed impact

An evaluation of the ScootSmarter intervention demonstrated statistically significant improvements in participants’ knowledge of UK e-scooter rules, particularly in relation to where e-scooters can be used legally. Compared to a control group, those exposed to ScootSmarter showed stronger understanding of key regulations immediately after viewing, with improvements in rule-based knowledge largely sustained at follow-up.

However, not all knowledge gains were maintained. Awareness of the minimum legal age increased immediately post-intervention but returned to baseline at follow-up, and no statistically significant change was observed for licensing requirements.

The intervention did not produce measurable changes in behavioural determinants (e.g. attitudes, intentions, or social norms), consistent with wider behavioural science evidence that information alone is insufficient to drive behaviour change. Changes in perceived behavioural control were observed over time, but not specifically attributable to the intervention. These shifts may reflect increased awareness of the complexity of legal e-scooter use, rather than increased confidence in navigating it.

In terms of user experience, ScootSmarter was rated as significantly more engaging than a comparable road safety film, indicating strong potential for capturing attention and supporting learning. Perceptions of usefulness and credibility were positive, though not significantly higher than the control.

Overall, the findings position ScootSmarter as a credible and engaging educational tool that effectively addresses knowledge gaps. Its greatest impact lies in strengthening understanding of legal requirements, providing a foundation for safer decision-making when combined with reinforcement strategies and wider behavioural interventions.

Click here to download the evaluation report.

Tailored for your audience

The campaign is designed with road safety teams, local authorities, and blue light services in mind. Whether your goal is to inform parents considering an e-scooter as a gift or to deter riders from risking prosecution and confiscation, ScootSmarter delivers.

What’s included?

  • 10-minute video with chapters: Topics include e-scooter maintenance, riding tips, legal advice, and protective equipment. Chapters are bookmarkable, allowing for targeted use via QR codes or direct links.

  • Versatile promotional assets: Eye-catching posters, postcards, and luggage tag-style QR codes make it easy to promote key messages both online and in public spaces.

  • Customisable delivery: Embed the film on your website or distribute it through physical handouts – the choice is yours.

Affordable and effective

At just £1,350 per year, ScootSmarter offers an evidence-based, high-quality solution for tackling illegal e-scooter use. With its proven impact, this campaign helps you meet public safety goals efficiently and effectively.

Promotional assets in action