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Tiredness campaign coincides with August Bank Holiday

A fresh burst of THINK! driver tiredness activity will break week commencing 22 August to tie in with the August Bank Holiday weekend - a time when some drivers will undertake longer journeys than they are used to.

The campaign, which highlights the importance of taking a break on long journeys, will comprise radio advertising, partnership marketing activity and PR.

The Monotony driver tiredness radio ad will air nationally over the Bank Holiday weekend - radio advertising targets drivers in-situ, at a point when the message will have most relevance.

The radio campaign will be supported through PR and publicity materials that reinforce the campaign's key message, Tiredness kills. Make time for a break. This second phase of activity, delivered via partnership marketing, targets drivers at the point when they are planning their journey,.

Promotional materials can be ordered from the THINK! website, www.thinkroadsafety.gov.uk