Iris clinches DfT driver fatigue task

The Department for Transport (DfT) has named Iris to promote its multi-million-pound driver fatigue campaign after a four-way pitch.

The agency pitched against Triangle, The Communications Agency and Yellow Submarine in a process overseen by COI Communications.

The campaign forms part of the Think! road safety campaign that encourages motorists to plan their journeys and take regular breaks.

Iris will have to look at ways of extending the campaign’s message by signing up commercial partners that can reach the target audience, including young men and those driving for business and leisure.

According to DfT, driver tiredness accounts for about 20 per cent of accidents on roads. As many as one in ten crashes on all Britain’s roads could be linked to fatigue.

DfT head of publicity Jo Rushton says: “We know that a lot of organisations have an interest in working in collaboration with us on road safety issues to reduce road casualties.”

The department is thought to be in talks with Legoland Windsor broaden the reach of its road safety message (MW last week).

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