TAC campaign warns against sleepy driving in Victoria adobo Magazine [Video]

SYDNEY, AUSTRALIA — Sleepy drivers are getting a serious wakeup call in a new campaign for Victoria’s Transport Accident Commission (TAC), via Clemenger BBDO.

It highlights a simple rule to discourage drivers from getting behind the wheel while tired in Victoria, where 16% to 20% of all fatal crashes can be attributed to fatigue.

The creative concept distills the complex science of sleep down to an unforgettable rule easy enough for anyone to remember, even when they’re tired: ‘With under 5 hours sleep, you’re 4 times more likely to crash.’

That basic tenet, which underpins the entire campaign, draws on recent Monash University research into the relationship between hours slept and crash risk. Studies found that those who receive between four- and five-hours of sleep could experience a four times higher crash risk when compared to those who slept seven hours or more.

A hero film designed to jolt the audience to …