Tiredness Kills - New Campaign materials for employers

25 March 2008

An estimated three hundred people a year are killed where a driver has fallen asleep at the wheel.

Today The THINK! team launches a new driver tiredness campaign, targeting all drivers but with a particular focus on those who drive for work.

The campaign backed by a new information pack uses radio advertising, community messaging and sponsorship, to target drivers in their cars at a point when the tiredness message will be most relevant. All involved in promoting safer driving for work should download the new  'Wake up to the signs of tiredness' leaflet

The campaign also includes ambient advertising in motorway and ‘A’ class road service stations, online advertising, partnership marketing activity, PR and publicity materials reinforced with the key message: Tiredness kills. Take a 15 minute break every two hours.

More information on the campaign will be available on the THINK! website from 25 March.