Fatigue radio campaign targets drivers during half term

A new burst of ‘Driver Tiredness’ advertising has been scheduled to coincide with the weekends around school half terms.

"Around 20 per cent of fatalities on motorways and other major roads are fatigue related," says Glyn Robinson, one of the THINK! publicity managers. "If you nod off for just six seconds doing 70mph you will have travelled about 1/8th of mile."

The campaign comprises two 30 second radio commercials that illustrate how long six seconds is - and how far a car would travel on a motorway in that time - to increase awareness of the dangers of nodding off at the wheel, and encourage people to take a break every two hours.

The commercials ran on national radio last weekend (13-15 February) and will be repeated 20-22 February – thereby targeting people who will be taking a break during the school holidays.

The Highways Agency will also be running Don't Drive Tired messages between 2.00pm and 6.00am on 80 Variable Message Screens, 13-22 February in England and Wales.