To educate the target audiences that fatigue can cause serious injury or fatal crashes.
To educate the target audiences of the main causes of fatigue and the early warning signs.
To educate the target audiences of how to avoid becoming fatigued and illustrate ways to counteract fatigue after its initial onset
Overall the objectives of the Fatigue campaign were partially met.
The tag-line recall was the highest of all road safety campaign messages with 31% recalling the Stop. Revive. Survive message. Despite the tag-line success, the campaign did not generate any significant peaks in unprompted awareness, however cumulative awareness peaked at 90% from an initial awareness of 72% and then decreasing to 66% as recorded in April in post tracking data.
Overall it is encouraging to highlight that the proportion road users who never drive whilst tired increased from 55% to 71% whilst the proportion of total driving time while tired also decreased from an average of 4.4% to 3.2%.