Transport for NSW (TfNSW) says a social media campaign launched last month is working to engage young drivers about the dangers of fatigue after a spike in fatigue-related deaths involving young people in recent years.
In a first for any NSW Government Department, TfNSW recently released an interactive experience via Snapchat targeting drivers aged between 17 and 39.
The experience begins with a driver point of view, showing the user’s reflection in the rearview mirror, along with a message that says, ‘Tap the screen to take the tired test’.
When a user taps the screen, a panel with 12 amber traffic lights appears and the instructions tell the user to tap the red light as soon as it blinks. The red light blinks for 0.5 seconds each time. The experience ends after 15 seconds with a score and a safety message:
- 40% or less: exhausted face – You’re dangerously tired. Microsleeps can occur without warning, and just a few seconds of inattention when behind the wheel can be fatal. Remember Don’t trust your tired self.
- 41-80%: very tired face – Fatigue is creeping in. Your reaction time and decision-making are already compromised. Consider postponing your drive or switch drivers. Remember Don’t trust your tired self.
- 81-100%: a less tired face – Your reflexes seem pretty quick, but remember even if you’re feeling alert now, fatigue can sneak up without warning. Remember Don’t trust your tired self.
TfNSW Secretary, Josh Murray said the ‘Tired Test’ uses an engaging and shareable Snapchat Augmented Reality (AR) Lens and aims to help reduce fatigue related driving incidents by making drivers aware of how tiredness slows their reaction time and demonstrating how fatigue can affect their driving.
“Last year fatigue was a causal factor in almost a quarter of all deaths on our roads – that’s 75 people who were missing from around the table this holiday period,” Mr Murray said.
“Of those 75 people, more than 40% were aged between 17 and 39.
“These were young people just getting started in life – the group where they’re just finishing school or university, starting careers, becoming young parents, people whose lives were cut short drastically early and are loved and missed by many. All impacted by fatigue behind the wheel.
“We are always looking for new ways to engage road users and get our road safety messages out, research shows Gen Z and younger millennials aren’t as engaged with traditional media as their older counterparts, so social media is a great way to reach them with short, sharp messages.”
The filter has clocked up more than three million plays in the month since its release.
The Snapchat AR filter is part of the ‘Don’t Trust Your Tired Self’ campaign, which aims to remind drivers of the signs of fatigue and encourage them to take preventative measures so they can lower their own risk of being involved in a crash.
“It’s incredibly important the risk of fatigue is not underestimated – and drivers and riders need to take a proactive approach – making sure they’ve had a good night’s sleep before they start their trip, being aware of the early warning signs like yawning or poor concentration and making sure they take breaks and share the driving,” My Murray said.
“As holidays come to an end, if you’re on the road – whether it’s a short trip to the shops for last minute school supplies or a longer trip home from a summer break please don’t trust your tired self – be aware of the signs of fatigue so you and everyone around you on the road can make it to your destination safely.”
