It’s estimated that up to 25% of fatal accidents are caused by drivers who have fallen asleep at the wheel, so in November 2018 the AA Charitable Trust launched a campaign highlighting the dangers of drowsy driving.
The campaign aims to:
- Highlight the problem of drowsy driving
- Educate drivers on what action to take if they become tired when driving
- Provide supportive information to drivers about how they can improve their sleep
Research carried out for the campaign launch shows:
- One in eight (13%) UK drivers admit to falling asleep at the wheel
- Nearly two fifths (37%) say they have been so tired they have been scared they would fall asleep when driving
- Men (17%) are three times as likely as women (5%) to say they have fallen asleep at the wheel
- Young drivers, aged 18-to-24, are the most likely to say being very tired does not affect their driving ability (13% compared to 2% of all drivers).
- Young drivers are also the most likely age group to say they normally carry on regardless if they feel tired while driving (18% compared to 3% of all drivers).
The campaign features a thought-provoking advert, created by Adam&EveDDB, designed to wake drivers up to the dangers of fatigue.