Driving tired is one of the main causes of crashes on Scotland’s roads. To help the Scottish Government reduce accidents we’ve created a new campaign aimed at getting drivers to stop when they start to feel drowsy. Instead of using shock tactics we decided to focus on a simple message that tired drivers could easily act upon – grab fifteen minutes rest and a coffee.
The work fuses coffee rings with an eye-catching illustration style to show that stopping and grabbing some caffeine is the only way to stay alert and alive.
The campaign includes posters, online banners, a Facebook animation and radio ads across Scotland.