Science of sleep/Yawning signs

This campaign introduces a strong education element with Professor Peter Eastwood, Sleep Science Expert, on the impact that fatigue has on driving – slower reactions and decisions; decrease tolerance for other road users; poor lane tracking and decreasing alertness.

Last updated: 28 February 2024

Metropolitan Perth key message: Everybody has different sleep requirements. Know how much sleep you need – and get it regularly.

Regional key message: 80% of fatigue related crashes are on country roads. Plan ahead and get at least 7 and a half hours sleep before you drive, take breaks and swap drivers regularly.

In 2021-22 the campaign ran pre-holiday periods across state-wide media, including television, on-demand TV, radio, digital and social media, and roadside billboards.

Science of sleep – metro TVC

Science of sleep – regional TVC

Radio

Social media post image	Social post text
	Headline: Arm yourself against fatigue. Primary Text: Know the amount of sleep you need and get it regularly
	Headline: Fatigue results in poor lane tracking. Primary Text: Fatigue can induce microsleep, which increases the risk of a crash.
	Headline: Fatigue can cause microsleep. Primary Text: Plan to get at least 7.5 hours sleep before driving.
	Headline: 80% of fatigue related crashes are on country roads Primary Text: Take a break every 2 hours and where possible swap drivers regularly.
	Headline: Don't ignore the yawning signs. Primary Text: Lack of sleep slows reactions and decisions while driving.