Don’t drift off

This campaign highlights the danger of fatigue, the silent killer on WA roads. The focus is on regional roads, reminding tourists and local holiday makers to avoid driving tired.
Last updated:
Shows a car crashing into a tree trunk in a cloud of smoke, with the text: Don't drift off, driving tired kills. Make every journey safe.

Fatigue remains a leading cause of fatalities and serious injuries (KSI) on WA roads. 19% of the total number of people KSI on regional roads between 2020 and 2024 were involved in crashes where fatigue was suspected to be a contributing factor.  

Over those five years, there were 181 fatigue related fatalities.  86% of these occurred on regional roads, highlighting the predominance of driver fatigue in the regions. 

The Don’t drift off campaign encourages drivers to get at least 7.5 hours sleep before a long drive, take regular breaks and swap drivers if possible.  

Media channels and creatives 

The campaign targets visitors to WA and local tourists, regional locals and shift workers with placements across outdoor sites in regional areas, tourist maps and publications, press and social media.  

Targeting visitors to WA and local tourists requires bespoke messaging, highlighting that WA is a vast state and driving long distances on straight roads can make you tired.  

 

Out of home

Billboards 

A 4WD amongst clouds driving into a tree, with the overlay text Don't drift off, Driving tired kills, Make every journey safe
A ute amongst clouds driving into a tree, with the overlay text Don't drift off, Driving tired kills, Make every journey safe

 

Press 

Newspaper ads 

Press banner with a 4WD driving amongst clouds into a tree. Text: Don't drift off. Driving tired kills. A recommendation to get 7.5 hours of sleep and take breaks every two hours. QR code and RSC logo.
Press banner with a ute driving amongst clouds into a tree. Text: Don't drift off. Driving tired kills. A recommendation to get 7.5 hours of sleep and take breaks every two hours. QR code and RSC logo.

Tourist maps and publications 

 

Social media 

4WD fatigue campaign image
Get at least 7.5hrs sleep before your road trip.
SUV fatigue campaign image
Driving home from your school holiday trip? Take a break every 2 hrs.
Ute fatigue campaign image
Driving reactions a bit slow? Recognise the 'yawning' signs.
Heading back from your holiday trip? Get 7.5hrs sleep the night before.

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