Research and analysis

THINK! fatigue

Information about the THINK! driving tiredness campaign.



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
  • passengers
  • leisure drivers

Key messages

  • 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