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Campaign Background
Fatigue is a major factor in up to 20 percent of rural casualty crashes. This
campaign is part of the State Government’s road safety reform package
aimed at helping achieve the nationally agreed target of 5.6 fatalities per
100 000 population by year 2010.
A number of initiatives have been implemented with the aim of increasing
awareness about the impact of driving while fatigued. The Department of Transport
and Urban Planning will remind motorists, through these initiatives, to take
regular rest breaks on long journeys.
The television campaign, focusing on micro sleeps, will highlight the need
for rest breaks. Furthermore, the Road Safety Advisory Council recommended
promoting rest areas with signage, information brochures and maps to counteract
the effects of fatigue on South Australian roads.
Advertising Objectives
The objectives of the campaign are to:
- Inform drivers about the increased crash risk associated with driving
while fatigued
- Encourage drivers to stop and provide information about where and why
they should stop
- Provide factual information about micro sleeps and how far you may travel
during a micro sleep while driving
- Educate drivers to recognise the early warning signs of fatigue
- Explain the high risk times (10pm – 6am) for driver fatigue
- Reduce road trauma in country regions and in young drivers
Target Audience
The campaign targets all drivers but specifically those who drive as part of
their employment and those who regularly drive for long periods.
The primary target audience for this campaign is:
- Motorists
- Heavy vehicle drivers
Timing
The driver fatigue television commercial was aired in August 2004 and will
be aired again in January 2005. It will be re-used at times when it is considered
that drivers need reminding of the risks associated with driving while fatigued.
Media Strategies
The Driver fatigue campaign comprises a television commercial and billboard
advertisement, which are supported by a statewide rest area map and fatigue
road signage.
Driver Fatigue (Television)
Well-known Professor Dr Karl Kruszelnicki narrates the Driver Fatigue
television commercial. He informs drivers about micro sleeps, what causes
them and the likely consequences of having one while driving.
The cinematography captures the fear and panic of waking up from a micro
sleep and the subsequent collision course drivers can easily find themselves
on – heading towards a tree, a semi trailer or a family wagon.
The commercial will also increase driver awareness of the early warning signs
and encourage drivers to “STOP. REVIVE. SURVIVE.”
The television commercial is supported by a billboard advertisement, which
reminds motorists of the need to “STOP. REVIVE. SURVIVE.” This
is communicated through the display of a car, which has crashed into a tree,
depicted in a dream-like design.
The State-wide Rest Area Map also provides information about driver fatigue
and details the locations of all the state’s rest areas.
Campaign: view
Driver Fatigue (TV) (1,236 kb) 
W = General/Warning
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