gov.ukTHINK! driver tiredness
Also: Tiredness kills - take a break · THINK! Don't drive tired
“Tiredness kills. Take a break.”
UK government campaign aimed mainly at people who drive for work, telling drivers to take a 15-minute break every two hours; the 2008 burst (about GBP 800,000) used radio, motorway service area, forecourt and online ads. An earlier THINK! 'Don't drive tired' campaign ran under the former DETR.
- Years
- 2008–now
- Country
- United Kingdom
- Topic
- SleepTraffic safety
- Asks people to
- Substitute
- Strategy
- Simple instruction
- Channel
- OutdoorRadioTV
- Audience
- General publicDrivers for work, general public
Evidence
NoneUnknown
The advice draws on Horne and Reyner's research (breaks alone ineffective; short nap or 150 mg caffeine helps). Brake criticised early TV ads for late-night, low-reach slots (2002).
Sponsor (who paid)
- Department for Transport (THINK!) Foreign government
Credits (who made it)
Not recorded yet.
Sources
- THINK! fatigue (gov.uk, withdrawn) sponsor
- Counteracting driver sleepiness: effects of napping, caffeine, and placebo reference · 1996 · DOI 10.1111/j.1469-8986.1996.tb00428.x · PMID 8936399
- Vehicle accidents related to sleep: a review reference · 1999 · DOI 10.1136/oem.56.5.289 · PMID 10472301
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. URL taken from web search results.
Record cases/uk-think-driver-tiredness.json, updated 2026-10-23· Link to this campaign