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A
new campaign reminding drivers about the dangers of driving
tired was launched today by UK Transport Minister David
Jamieson.
Research suggests that [in Britain] up to 350 people are
killed each year in sleep related accidents. [This represents
one in ten of all people killed on Britain's roads.] In the
run up to Easter, when thousands of people take to their cars to
visit family and friends, two hard-hitting new radio adverts
will highlight the risks and explain how to prevent them.
To support the campaign the Department has produced a tax disc [i.e.
windshield sticker] style Tiredness Test which alerts
drivers to when they should take a break. Partnership
organisations will distribute the Test and extend the campaign's
messages through initiatives such as discounted coffee vouchers
and hotel stays.
David Jamieson said:
"Our
new campaign aims to highlight the dangers of driving tired
and reinforce the importance of taking regular breaks. In the
run up to the Easter Bank Holiday it's vital that people plan
their journeys and remember that taking a short break can
literally mean the difference between life and death."
The
campaign will begin on 23 March. The advert for drivers planning
long journeys will air at key bank holiday times over the year
with the first phase running until Monday 28 March. The second
advert, targeting 18-30 year old males, will begin on 29 March
running for two weeks. The ad will air throughout the year
between midnight and 6am when the body's natural alertness is
low.
To avoid the dangers of driving tired
the DfT recommends:
-
Planning
your journey to include a 15 minute break every two hours of
driving;
-
Drinking
2 cups of coffee or other high caffeine drink and having a
rest to allow time for the caffeine to kick in are effective
methods of combating tiredness;
-
Don't
start your journey tired. Be aware of the risks if you have
to get up unusually early to start your trip, or have a long
drive home after a full day’s work;
-
If
you start to feel sleepy find a safe place to stop (not the
hard shoulder of a motorway) as soon as possible;
-
Opening
the window or turning up the radio does little to prevent a
driver from falling asleep at the wheel.
Notes
1.
The campaign also includes leaflets and posters, reinforces the
message: 'Tiredness kills. Make time for a break'.
2. The Tiredness Test concept was created after research
concluded that people experience symptoms of tiredness but that
they are unsure whether they need to take a break.
3. The DfT estimates that up to 350 people a year are killed
where a driver has fallen asleep at the wheel. Research
commissioned by the DfT found that men aged 30 years and under
are more likely to fall asleep at the wheel, and seem to be at
higher risk.
4. The DfT is spending approximately £650,000 [US $1.226
million] during 2004/05 on
'Think!
Tiredness kills. Make time for a break' messages.
Source:
DfT News Release 2005/0031
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