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Media Pack_ Rest Before Fatigue Hits

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Campaign Overview:

The 2007/2008 Fatigue campaign was targeted at road users before and during long distance trips and was aimed at increasing their awareness of the signs of fatigue and encouraging them to take action to avoid driver fatigue and therefore avoid accident or injury.

MAC used radio and out-of-home to advertise this campaign. Key messages were:

  • Don’t crash out. Rest. Revive. Survive.
  • The only way to overcome tiredness and sleepiness at the wheel is through rest.
  • Driving after being awake for 17 to 19 hours is equivalent to driving with a BAC of around 0.05%. At this level, the risk of a crash is double than at zero. Driving after 24 to 27 hours is equivalent to driving with a BAC of around 0.1%. At this level the risk of a crash is seven times greater.

 

Campaign Objectives:

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

 

Campaign results:

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%.

 

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