Saving Lives Together

The Science of Sleep



Campaign overview
 
The Science of Sleep campaign highlights the dangers of drowsy driving caused by fatigue. Professor Peter Eastwood from the Centre for Sleep Science at UWA provides an expert voice on the impact that fatigue has on driving.
 
The state-wide community education campaign targets all drivers aged under 40. 
 
The campaign sends the strong message that those drivers, who risk their lives and the lives of all road users by driving while impaired by drugs, will receive an immediate 24 hour driving ban.
 
It uses a multi-media approach across  television, radio, digital, and out-of-home advertising. 
 
Research undertaken by the Road Safety Commission shows that 92% of respondents believe that driving under the influence of drugs is a serious road safety issue.
 
Advertising

Television/digital video
Fatigue 30sec MetroFatigue 30sec RegionalFatigue 60sec Online
Radio - statewide
Digital - social media stills
Click to download for use on FB, LinkedIn, Instagram posts
Copy variations
  1. Don't ignore the yawning signs. Lack of sleep slows reactions.
  2. Don't ignore the yawning signs. Lack of sleep slows reactions and decisions while driving.
  3. A few secs of fatigue related micro-sleep can be catastrophic.
  4. Fatigue can cause micro-sleep. 5 secs of this at 100km/h is like driving the length of a footy field blind folded.
  5. To prevent fatigue, know the amount of sleep you need and get it regularly
  6. Arm yourself against fatigue - get at least 7.5 hours sleep before driving. Take a break every 2 hours. Swap drivers regularly.
  7. 80% of fatigue related crashes are on country roads. Plan to get at least 7.5 hours sleep before driving, take breaks and swap drivers regularly.

Out of home - billboards


 

Posters & banners
Download for print
Poster A1
Poster A3
Poster A1
Poster A3
Pull-up bannerPull-up banner
Horizontal banner