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23 March 2005 - Campaign Warning -
Tiredness Kills Make Time for a Break
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A new campaign, entitled Tiredness Kills: Make time for a
Break, is being launched today by Transport Minister Mr. David Jamieson.
The launch is to coincide with the Easter Getaway weekend, but will continue
throughout the year.
The 2005 Think? driver tiredness campaign centres on
radio advertising in order to target drivers in-situ.
The Department for Transport (DfT) carried out research on the
2004 driver tiredness campaign, identifying the best ways of taking the campaign
forward in 2005. The research showed that many drivers felt to wind
down the window or turn up the radio was suffice to overcome tiredness, with
many male drivers thinking a stop to re-fuel was adequate. The male
drivers aged 23 to 27 years of age thought the 15 minute break advice was
unrealistic.
As a result of the DfT's research, the Think? team have
targeted 3 key audiences for their 2005 campaign as follows:
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18-30 year old males - the primary target group, as research
suggests that they are more likely to fall asleep at the wheel.
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Leisure drivers - who tend to drive longer distances than they
are used to at Bank Holidays.
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Driving for work - 40 per cent of all fatigue related crashes
involve someone who was at work at the time.
Posters, leaflets and a tax disc style Tiredness Test, produced
by the DfT, will support the campaign and recommends drivers should take heed of
the following key points to avoid the dangers of driving tired:
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Planning your journey to include a 15 minute break every two
hours of driving.
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Drinking 2 cups of coffee or other high caffeine drink and
having a rest to allow time for the caffeine to kick in are effective methods of
combating tiredness.
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Don't start your journey tired. Be aware of the risks if
you have to get up unusually early to start your trip, or have a long drive home
after a full day's work.
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If you start to feel sleepy find a safe place to stop (not the
hard shoulder of a motorway) as soon as possible.
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Opening the window or turning up the radio does little to
prevent a driver from falling asleep at the wheel.
Mr. David Jamieson, Transport Minister commented:
"Our new campaign aims to highlight the dangers of driving
tired and reinforce the importance of taking regular breaks. In the run up
to the Easter Bank Holiday it's vital that people plan their journeys and
remember that taking a short break can literally mean the difference between
life and death."
A Tiredness Test leaflet, developed by the Think? team,
is available, providing in-car information on the warning signs of tiredness and
advice on remedies. The leaflet also has many offers and voucher
incentives from commercial businesses such as the following:
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RAC is offering 25 per cent off membership and distributing the
Tiredness Test through its various communication channels.
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What Car? magazine is offering three issues for £3 and inserting
the Tiredness Test into its June publication.
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Road Chef is offering a free pot of coffee for every Danish
pastry purchased, and is distributing the Tiredness Test at its service
stations.
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Little Chef is offering £1 off coffee over the Easter period.
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Merlin Entertainment is offering free entry for one person when
they are accompanied by a full paying customer. They are also distributing the
leaflets to visitors over Easter.
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Old English Inns is offering two nights for the price of one.
Further information on the Think? campaign can be
accessed by clicking the following:
UK Department for Transport | THINK! Road Safety
Article by Alexandra Johnston
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