bandt.com.auTAC fatigue campaigns (Victoria)
Also: Zoning out (2004) · You can't fight sleep (2014) · Wake up to yourself (2024)
“Driving tired? Wake up to yourself (2024)”
Series of TV-led tired-driving campaigns from Victoria's TAC, starting in 1994; later executions dramatised 'zoning out' with eyes open (2004), sleep arriving without warning (2014, pillow-turns-airbag spot), and the rule that under 5 hours' sleep makes a crash 4 times more likely (2024).
- Years
- 1994–now
- Country
- Australia
- Topic
- SleepTraffic safety
- Asks people to
- StopSubstitute
- Strategy
- Fear appeal
- Channel
- TV
- Audience
- General publicGeneral public
Evidence
NoneUnknown
In a randomized pretest of 12 road-safety TV ads with about 1,000 drivers, dramatic TAC crash ads (including a fatigue ad) scored best on intentions but cheap testimonials often did as well (Donovan et al. 1999). No in-market fatigue outcome evaluation found.
Sponsor (who paid)
- Transport Accident Commission (Victoria) Foreign government
Credits (who made it)
- Clemenger BBDO Melbourne Creative, 2014, 2024 source
Related campaigns
Sources
- History of TAC campaigns sponsor
- New TAC campaign warns 'zoning out' is deadly (2004) sponsor · 2004
- TAC turns to the science of sleep in latest wake-up call to drivers (2014) sponsor · 2014
- TAC Wakes Victorians Up To The Risks Of Driving Fatigued (B&T) news · 2024
- Executing effective road safety advertising: are big production budgets necessary? evaluation · 1999 · DOI 10.1016/s0001-4575(98)00074-8 · PMID 10196601
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. 'Microsleep' as a TAC campaign name not confirmed. Agency for 1994 and 2004 not found. URL taken from web search results.
Record cases/tac-fatigue-campaigns.json, updated 2026-10-23· Link to this campaign