The Scottish Government and Road Safety Scotland are running a campaign with a clear message for all drivers – ‘Driving Tired Kills’.
In 2020, fatigue was a contributing factor in 3% of fatalities. However, experts estimate that the real figure is much higher, with up to 20% of all collisions involving driver fatigue.
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 Driver Fatigue campaign urges driver to take regular breaks, stop to rest and have a coffee, and plan ahead to avoid driving tired.
The 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 remains closed, resulting in a head on collision with another car and devastating consequences.
The campaign will run across a number of channels throughout Scotland including TV, digital, outdoor (including advertising at service stations), social media and radio.
Jenny Gilruth, Scotland’s minister for transport, 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.”
The campaign 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 year.
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.”
Comment on this story