In 2018 the Motor Accident Commission (MAC) launched its Our Town Could Save Your Life campaign, an initiative fighting fatigue and supporting all road users to rest and recharge, while experiencing the unique opportunities that South Australia has to offer.
Fatigue is often a factor in road crashes, although its contribution in individual cases is hard to measure and is often not reported as a cause of the crash. Preliminary analysis of fatal crashes in 2018 has found that at least twelve crashes (16% of all fatal crashes) were likely to be due to fatigue; this is compared to nine crashes (10% of all fatal crashes) in 2017.
The Our Town Could Save Your Life empowers road users and encourages drivers to take responsibility for their own fatigue management, through the promotion of the message via the positive expression of stopping in South Australian townships to rest, recharge and explore what the State has to offer; on the way to their final destination.
Fatigue presents a unique challenge in that it is not an enforceable or measurable offence and the community is reliant on a drivers’ own self- assessment and responsibility to avoid fatigued driving. Communications are therefore important to educate drivers on fatigue management.
Building on MAC’s message to Rest Every Two Hours, the campaign is again built on evidential research and road safety statistics and data, identifying that the onset of fatigue commences after driving for just two hours without a break. The campaign was built with the collaboration of SA Tourism, to identify the most unique places in South Australia that are ‘worth the stop’, while drivers can take a break and continue driving safely.