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NZTA driver fatigue campaigns

Also: Dead on their feet · Drive fresh

“Tired drivers leave one tell-tale sign. No skid marks. Drive fresh.”

Series of NZTA fatigue ads and stunts (print, summer TV spots, a live theatre ad, and a c. 2015 shift-worker spot) urging tired drivers to pull over for a 15-20 minute nap.

Years
2015–now
Country
New Zealand
Topic
SleepTraffic safety
Asks people to
Substitute
Strategy
Simple instruction
Channel
OutdoorTV
Audience
General public
General public, shift workers

Evidence

NoneUnknown

Sponsor (who paid)

  • NZ Transport Agency / Waka Kotahi Foreign government

Credits (who made it)

Sources

  1. Billboards urge Waikato motorists to 'wake up' sponsor
  2. Live theatre ad a first for road safety campaign sponsor
  3. NZTA and Clemenger BBDO 'Dead on their feet' driver fatigue spot (StopPress) news

Research notes

Created 2026-10-23 from the sleep campaign literature search (PubMed and web search; OpenAlex was unreachable), see docs/sleep-campaigns-literature.md. Findings are paraphrased from abstracts, not full texts; official URLs come from search results and were not opened. Dates mostly 2008-2015. URL taken from web search results. startYear 2015 is the approximate date of the 'Dead on their feet' TV spot (its trade-press write-up cites 2014 crash data), not a confirmed start of NZTA fatigue campaigning; NZ Police fatigue releases date from at least 2008.

Record cases/nz-nzta-driver-fatigue.json, updated 2026-10-23· Link to this campaign