'Don't drive tired' radio adverts launched

The DfT has launched a radio advertising campaign alerting motorists to the dangers of 'microsleeps'.

'Microsleeps' are potentially fatal dozes that last between two and 30 seconds and normally occur when people are tired but are trying to stay awake.

The new adverts underpin the DfT's message that people should plan their journeys with time added for regular breaks. Research by Loughborough University Sleep Research Centre showed that 17 per cent of road crashes resulting in injury or death were sleep related, of which 85 per cent involved male drivers. The majority of these crashes were caused by car drivers and while road crashes occur mostly on Fridays, these sleep related crashes happened mainly on Mondays.

"Our campaign aims to highlight how dangerous it is, so that people realise the importance of planning their journeys and taking regular breaks," said David Jamieson, road safety minister. "We're all guilty of wanting to get to places as quickly as possible but a short break can make all the difference."

Further information is available at www.dft.gov.uk

Click here to listen to the ad