STOP BEFORE YOU SHUT DOWN!
Getting behind the wheel when you’re tired is just as ‘smart’ as driving under the influence. And it’s no speculation, it’s a fact supported by the statistics of traffic accidents - about 20% of car accidents happen due to fatigue. 34% of Latvian drivers have experienced microsleep at the wheel during the past year. However, many of them still underestimate the dangers of fatigue or falsely believe that they can control their drowsiness.
To make drivers realise the real threats of fatigue, we collaborated with sleep researcher Assoc. Prof. Leons Blumfelds of the Riga Stradiņš University in developing the campaign for the Road Traffic Safety Directorate (RTSD). We used the latest findings of sleep researchers to bust various myths about fighting off sleep.
We encourage everyone to take the test on neatsledzies.lv to evaluate your relationship with fatigue while on the road. The suggestion to improve the Waze application to remind drivers to take a break during long-haul drives might also prove to be efficient. If this is something you would appreciate, go to bit.ly/atputas_pazinojums and vote for the RTSD’s suggestion that could help prevent tragic accidents not only in Latvia but also around the world!
Of course, we had to make a campaign video, which takes on the detective genre and borrows its cinematographic charm from director Jānis Nords and cinematographer Jurģis Kmins. But this is not the only campaign video: our team also created a kind of a road movie. At a special screening, we showed it to cinema gourmets who didn’t even realise that they were participating in a social experiment. This video clearly shows what the result of the experiment was.
CSDD - Apstājies, pirms atslēdzies! Sociālais eksperiments from DDB Latvia on Vimeo.
Your body is like a battery that can be recharged only by sleep. When your battery runs out, you will shut down.
