The March 2008 THINK! driver tiredness campaign was launched as part of our wider driving for work communications. Research has shown that people who drive for work behave in a risky way on the road, including driving while tired.
The fatigue campaign has been developed with the work driver as a key target audience. Our tiredness campaign aims to target people from the time they plan their journey to when they are on the road. A key element of the tiredness campaign is radio advertising, which enables us to target people while they are in their cars.
This was supported by advertising in motorway service areas, a partnership marketing campaign and online advertising.
The campaign aims to:
- encourage drivers to take a 15 minute break every 2 hours of driving
- increase awareness of the dangers of driving while tired
- increase awareness of the signs of driver sleepiness
The target audience is made up of:
- company car drivers aged under 30
- company car drivers aged between 30 and 44
- heavy goods vehicle/large goods vehicle drivers
- leisure drivers
- Tiredness kills. Take a 15 minute break every 2 hours
- Tiredness kills. Make time for a break
- Plan your journey to include a 15 minute break every 2 hours of driving
Recent campaign activity
Visit THINK! Fatigue page to view adverts