Road safety campaign highlights the dangers of driving tired
A powerful campaign by The Scottish Government and Road Safety Scotland goes live today, reminding drivers about the dangers of driver fatigue.
It follows an increase in serious incidents on the A9 trunk road in 2022, with 12 fatal collisions and 18 fatalities reported. Of this total, 13 deaths occurred on the Perth to Inverness section of the road during the second half of the year1.
Fatigue is a contributory factor in collisions which kill or seriously injure around 50 people every year in Scotland2 and as many as 25 per cent of all fatal and serious incidents on the A9 between Perth to Inverness3.
Many of the counter measures used by drivers to combat tiredness (opening a window, turning up the radio or pinching themselves) have been shown to be ineffective. Instead, the campaign urges driver to take regular breaks, stop to rest and have a coffee, and plan ahead to avoid driving tired.
Minister for Transport Jenny Gilruth, said: “Driver fatigue is a serious issue that causes too many serious and fatal road collisions each year. Drivers often experience early signs of feeling tired such as yawning, eyes drooping and head-nodding, and should stop for a rest as soon as it’s safe to do so.
“We’re reminding people to plan their journeys well in advance, ensure they are well-rested before setting out and take regular breaks. It’s simple yet powerful advice which can help save lives on Scotland’s roads.”
Sleep-related collisions are around 50 per cent more likely to result in death or serious injury as they tend to be high-speed impacts.
Michael McDonnell, Director of Road Safety Scotland and a member of the A9 Safety Group, said: “Sadly we have seen a rise in serious and fatal collisions on the A9 trunk road in the last year and many of them involve an element of driver fatigue – something that can be prevented. A tired driver is a danger not only to themselves but to everyone on the road.
“If you feel tired while behind the wheel, opening your window or turning up the music isn’t enough. Stop for a rest and a coffee before you get back on the road to help keep you and others safe.”
A two second micro-sleep at 30 mph can result in complete transition from one lane to the next and you will be unable to notice or react to a child stepping out on the road5.
The new multi-media marketing campaign will run on multiple channels including TV, digital, outdoor, radio, PR and social media.
The thought-provoking advertising, features a striking close-up of a tired driver’s eye, with the road ahead reflected in it. After a long blink, the road reappears in the eye, however the car drifts towards the centre of the road as the eye droops further and finally remains closed, resulting in a head-on collision with another car and devastating consequences.
Watch the ad here: https://youtu.be/r-KtjJlrQHk
For more information visit roadsafety.scot/fatigue or the Road Safety Scotland Facebook and Twitter (@roadsafetyscot) pages.
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