How tired are you?
Watch the metro and rural versions of the TV campaign or read transcripts.
Test your tired self
All motorists can take a fast, fun and interactive test at Test your tired self to see how tired they might be before driving. They can also find useful tips on what they need to do before getting behind the wheel to avoid driving tired.
This campaign began in December 2013. It builds on previous initiatives to position fatigue as one of the major road safety dangers. To create long-term behavioural change, the campaign provides drivers with the tools to evaluate how tired they might be and provide them with a plan if the results show they are fatigued. Importantly, the campaign focuses on drivers before they get behind the wheel, as well as during their drive.
Driver fatigue is one of the top three contributors to the road toll. Our research shows that fatigue can be as dangerous as other road safety issues, such as drink driving. But unlike drink driving, there are no laws regulating driver fatigue.
Although being tired affects all drivers, there is a greater prevalence of fatigue-related crashes among certain driver categories.
- The primary audience is males aged 17-49 as they display the most risky attitudes and behaviours and are involved in the greatest number of fatigue related crashes.
- The secondary audience is males aged 50+, as they are involved in a high number of fatal fatigue-related crashes and are most at risk when driving in the afternoon.
- The other audience is females. They also admit to driving fatigued but do so less and are targeted as influencers of driver behaviour.
- Culturally and linguistically diverse audiences are targeted, with communications focusing on reaching four of the largest community language groups in NSW: Arabic, Chinese, Indigenous and Vietnamese.
- Not Drunk. Not Speeding. Just Tired.
- One of the three big killers on NSW roads
- Don’t Trust Your Tired Self
Don't trust your tired self includes 30-second television advertisements, video on demand, YouTube content, radio advertisements and online display, search, social and mobile initiatives.
As part of the campaign development, research was conducted to establish benchmarks about attitudes and behaviours. Research will be repeated to track changes using the same methodology with target audiences.
Other measures, including website traffic, will be used to review and assess the campaign’s effectiveness.