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Driving Tired Kills – Driver Fatigue Campaign Launch
The Driving Tired Kills campaign from Road Safety Scotland is focused on reminding people of the dangers when driving tired, and to provide tips and advice on the actions that can be taken to reduce the risks.
The Driving Tired Kills Campaign is currently live across TV, video streaming platforms, radio, motorway service stations and digital channels. A powerful TV advert highlighting the dangers of driving while tired leads the campaign. ‘Sat Nav’ voiced radio ads will run on local radio and Spotify to provide timely reminders and advice to combat driver fatigue. This includes providing alternative tips to opening the window, turning up the radio and other myths to wake up that won’t work. Outdoor poster advertising at motorway service stations to support the core advice to take a break and have a caffeinated drink.
Campaign Assets
Campaign Key Messages
You can’t fight sleep
- Many of the counter measures drivers use (opening a window, turning up the radio) simply do not work.
Plan ahead
- Planning ahead can help you avoid driving tired – always plan regular breaks in your journey.
- If your journey is very long, or you know you won’t have had much sleep, consider using alternative transport or planning an overnight stay.
If your journey has been unavoidably delayed and you’re driving for longer than planned:
- Ask another insured driver to take over.
- If that isn’t an option, have a caffeinated drink, and rest for 20 minutes while the caffeine kicks in.
How You Can Help
- Please share these assets with your audiences, and via your social media channels. Various assets and sizes are available for all channels, as well as suggested copy.
- Consider printing a poster to display.
- If you don’t already, please follow Road Safety Scotland channels across Facebook and X (previously Twitter) and share and retweet content.
If you have any questions on this, please don’t hesitate to get in touch.