ACTING star Joseph Fiennes is the voice of a new Government campaign launched to remind motorists of the dangers of driving when tired.
One in five of all crashes on major roads are caused by tired drivers but research shows many motorists are ignoring the simplest sign - the common yawn - that it's time for a break.
Many drivers believe they can fight fatigue but the only real cure is sleep. The THINK! campaign's advice is straightforward:
* Don't start a long trip if you're already tired.
* Plan your journey to include a 15-minute break every two hours.
* If you feel drowsy find a safe place to stop (not the hard shoulder).
* As an emergency measure drink two cups of coffee or a high-caffeine drink and have a rest for 10-15 minutes to allow time for the caffeine to kick in.
The new £800,000 THINK! campaign includes a new hard-hitting radio advert featuring Joseph Fiennes, online advertising on journey planning websites, partnership marketing and messaging at service station washrooms, forecourts and petrol pumps. The campaign has been primarily targeted at people who drive for work as research shows they are at particular risk.
