Advertising campaigns

Overview 

The ‘Wake up to the signs’ driver fatigue campaign outlines the symptoms and instructions for addressing driver fatigue.

Transport for NSW and Main Roads in Queensland launched this campaign in September 2009 to urge motorists to be alert to the signs of fatigue. This campaign closely aligns with Roads and Maritime Services (replacing Roads and Traffic Authority)’s fatigue objectives, target audience and key messages and has been very effective in having an impact on drivers in Queensland.

After the success of the campaign in Queensland, Roads and Maritime Services (replacing Roads and Traffic Authority) is using elements of the campaign to provide NSW drivers with a strong awareness and reinforcement of the warning signs of fatigue. The ‘Wake up to the signs’ driver fatigue campaign builds on the lessons and approaches from Roads and Maritime Services (replacing Roads and Traffic Authority)’s past campaigns by communicating the symptoms of fatigue which drivers can easily relate to.

Behavioural Issues & Facts/Figures

Driver fatigue is a major contributor to the road toll (after speeding and drink driving). In 2008, driver fatigue accounted for at least 16 per cent of fatal crashes on NSW roads.

It is a unique and complex problem. Unlike speeding and drink driving, there is no legislation or enforcement to regulate driver fatigue. Public education is the only policy instrument currently available to address driver fatigue.

Research has shown fatigue can be as dangerous as speeding and drink driving. For example, getting behind the wheel after 17 hours without sleep has the same effect on a person’s driving as having a blood alcohol level of 0.05 (source Transport Accident Commission, Victoria 2009).

Aims and Objectives

To increase awareness of the signs or symptoms of fatigue and the dangers of driving fatigued. The campaign will remind drivers of the need to take regular rest breaks and stop before tiredness sets in.

Target Audience

All NSW drivers

Key Messages 

• Wake up to the signs of fatigue - tired eyes, drowsiness, yawning, loss of concentration.
• Take regular breaks, change drivers if you can.
• Stop. Revive. Survive.

Evaluation

Since the campaign launch, almost half of all NSW drivers are likely to have encountered the campaign. The advertisements are considered easy to understand, believable and informative as well as providing important information.

Among those who have seen the campaign, the key messages taken out are clear and strong and include a strong call to action (i.e. do not drive tired, and take a rest when you notice the signs of fatigue), the signs of fatigue drivers need to look out for and that driving tired can lead to crashes.

Campaign media utilised

The campaign is fully integrated and consists of television, radio, outdoor and online.