Organisations: Road Safety Scotland & the Scottish Government
Date of Launch: October 2024
Uploaded to Knowledge Centre: 5 November 2024
The Scottish Government and Road Safety Scotland launched this campaign to remind drivers about the dangers of driving while tired, urging them to plan ahead and take appropriate measures.
A recently-published report identified fatigue as a contributory factor in 17% of all fatal collisions in Scotland. However, Road Safety Scotland estimate the real figure is even higher, with up to 20% of all collisions involving driver fatigue. Despite this, around 1 in 7 drivers admit to getting behind the wheel while feeling tired.
The campaign is running across a number of channels throughout Scotland including TV, digital, outdoor (including advertising at service stations) and radio.
Click on the link below to watch the campaign TV advertisement, or visit the Road Safety Scotland website for more information and other campaign assets.