THINK! has launched a new driver tiredness campaign targeting all drivers with a particular focus on those who drive for work.

The campaign focuses on radio advertising as this enables us to target drivers in-situ, at a point when the driver tiredness message will have most relevance to them. The advertising is supported with ambient advertising in Motorway and A road service stations, online advertising, partnership marketing activity, PR activity and publicity materials that are reinforced with the key message:
Tiredness kills. Take a 15 minute break every two hours.

The background to the campaign

Driver tiredness accounts for around one fifth of accidents on major roads, and is responsible for around 300 deaths per year on the UK's roads.

The March 2008 THINK! driver tiredness campaign is part of a wider Driving for Work campaign which has been developed by THINK! In November 2008 THINK! commissioned research into people who drive for work. This research confirmed that people who drive for work are an at risk group, demonstrating key risk behaviours such as talking on mobile phones whilst driving, speeding and driving whilst tired. However, although an at risk group, they do not recognise themselves as being at risk, nor do they recognise themselves as a group. THINK! therefore decided to address the key at risk behaviours, targeting the communications at drivers for work through the way they are placed. Campaigns on mobile phone use and speeding are already in place. The fatigue campaign has been developed specifically with the work driver in mind.

Campaign timings

The advertising dates are as follows:

• Radio advertising: 18 March - 7 April 2008.
• Radio sponsorship and community messaging: 17 March - 23 March 2008.
• Advertising in motorway and A-road service stations (petrol pumps, washrooms, forecourt 6 sheet advertising): 24 March - 20 April 2008.
• Partnership marketing campaign: March onwards.
• Online advertising: 24 March - 24 April 2008.

Campaign objectives

• To encourage drivers to take a 15 minute break every two hours of driving.
• To increase awareness of the dangers of driving while tired.
• To increase awareness of the signs/symptoms of driver sleepiness.

Key messages

• Tiredness kills. Make time for a break.
• Plan your journey to include a 15 minute break every two hours of driving.

Target audiences

• Young company car drivers under 30 years (e.g. Sales Reps).
• Company car drivers aged 30-44 years (e.g. Sales Execs).
• HGV/LGV drivers.
• Passengers.
• Leisure drivers at weekends/holidays etc.

Radio

The following radio adverts have been produced as part of the campaign:

• Experts - 40 secs (.mp3 - 633kb)
• Experts - 20 secs (.mp3 - 318kb)
• Cutters (.mp3 - 393kb)
• Crash (.mp3 - 393kb)

'Experts' focuses on the signs of tiredness, helping drivers to recognise when they are tired and follow their body's warning signs. 'Cutters' and 'Crash' focus on the sounds of a fatigue crash and are shorter reminders of the effects of driving tired.

Ambient advertising

This includes advertising in service stations washrooms, messaging on petrol pumps and posters at petrol stations.

Brand partnership activity

The driver tiredness campaign will be promoted wider by brand partnership activity. This will include work with motorway service stations and map providers.

Online activity

The online campaign has been targeted specifically at journey planning, encouraging drivers to factor in breaks when they are planning a route. The online campaign includes partnership with journey planning websites and also banner advertising.

Publicity materials

All materials can be ordered from our catalogue.

We have updated the leaflet 'Wake up to the signs of tiredness' with the latest advice on fatigue.

A4 - T/INF 1235 A3 - T/INF 1234 A2 - T/INF 1233 Adobe Acrobat version (504kb)

A4 - T/INF 1238 A3 - T/INF 1237 Adobe Acrobat version (320kb)

The campaign poster 'Bet you wish you'd crashed at a mate's' is available in indoor and outdoor campaign sizes. The sizes and product codes are as follows:

Indoor: A4 - T/INF 994 A3 - T/INF 995 A2 - T/INF 996 Double Crown - T/INF 997 Outdoor: Adshel - T/INF 998 Decaux - T/INF 999 Bus Back Town - T/INF 1000 Bus Back Country - T/INF 1001 Adobe Acrobat version (171kb)

The second campaign poster aimed at people who drive for work is available with two copy lines: 'You drive for a living you'd kill for some sleep?' is available in the following sizes:

A4 - T/INF 1002 A3 - T/INF 1003 A2- T/INF 1004 Double Crown - T/INF 1005 Adobe Acrobat version (146kb)

And 'Think you can do the job with your eyes closed?' is available in the following sizes:

A4 - T/INF 1006 A3 - T/INF 1007 A3 - T/INF 1008 Double Crown - T/INF 1009 Adobe Acrobat version (143kb)

The campaign poster aimed at employers 'Sleeping partner? If you're in business you need to wake up to the dangers of driving tired' is available in the following sizes:

A4 - T/INF 1020 A3 - T/INF 1021 A3 - T/INF 1022 Double Crown - T/INF 1023 Adobe Acrobat version (474kb)

A 2 page leaflet 'Wake up to the signs of tiredness':

Leaflet - T/INF 992 Adobe Acrobat version (3,386kb)