Driver tiredness is a significant road safety problem and is a factor in as many as 25 per cent of road crashes in Victoria. Young drivers are particularly in danger given their busy lifestyles, substantially increasing their risk of being tired. RACV market research of 18 to 25 year olds found that nearly half the 400 participants surveyed admitted to driving while tired in the preceding week. Almost one third said they had nearly crashed as a result of driving tired at some point during their driving history. RACV developed an education and awareness campaign Don't drive tired. Sleep is the only answer in response to these concerning findings. The campaign targeted young drivers aged 18 to 25 years and focused on everyday driving. The focus of the campaign was to raise awareness and encourage more effective management of tiredness stemming from lifestyle associated sleep debt. The campaign primarily focused on implementing non-conventional methods and low cost options, such as promotional initiatives on radio, advertising in street press publications, a competition, and comedy performances on university campuses. This paper will outline the different components and outcomes of the campaign. (a) For the covering entry of this conference, please see ITRD abstract no. E214930.
Abstract