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 campaign demonstrated statistically significant improvements in participants’ knowledge of UK e-scooter laws, specifically around the minimum age and licensing requirements for legal use. In comparison to a control group, those exposed to ScootSmarter showed increased understanding of key rules and enhanced perceived behavioural control (PBC), which reflects their awareness of the challenges of staying legal when using e-scooters. This result supports its role in empowering informed decision-making and compliance
The ScootSmarter evaluation showed:
Knowledge improvements: Significant gains in understanding the minimum legal age for riding and licensing requirements, highlighting the campaign’s impact in addressing gaps.
Perceived behavioural control: Participants were better able to recognise the challenges of legal e-scooter use, potentially leading to safer decision-making.
Positive reception: Participants rated ScootSmarter as more engaging and useful than other comparable road safety films, showing its suitability for public-facing campaigns.
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.
