Driving tired kills
- The Scottish Government
- Advertising and Design
Despite being a major contributor in up to 30% of crashes, fatigued driving is a worryingly common behaviour, and not considered as dangerous or irresponsible as more quantifiable risks such as speeding or drink driving.
The bold idea
Shooting our film in the reflection of a tired driver's eye, to evoke those unforgettably scary situations many drivers have found themselves in when tired.
73% of our audience undertook one of the specific actions to reduce their risk of driving when tired.
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