THE government's latest driver anti-tiredness campaign has been welcomed by the Institute of Advanced Motorists.

In its magazine, Advanced Driver, the Institute said the initiative was a 'wake-up call' to all motorists who might be tempted to continue their journey, regardless of fatigue.

IAM's chief examiner, Bryan Lunn said: "Tired drivers are not just a danger on holiday routes. Every driver, on every journey, needs to consider fatigue seriously.

"This latest Think! campaign is literally a wake-up call for anybody who gets behind the wheel of a vehicle."

Driver sleepiness is thought to cause at least 10 per cent of all road accidents and as many as one in four accidents on motorways and trunk roads.

Falling asleep at the wheel is usually preceded by feelings of increased tiredness, which drivers are normally aware of, but often ignore.

Common actions include winding down the window, turning up the radio, and stretching, which motorists hope will wake themselves up.

None of these, nor the willpower to stay awake have much effect in overcoming fatigue.

Mr Lunn added: "Men are more at risk of having a fatigue-related accident, since they often drive faster than women, often have an over-confident image of their driving skills and are less likely to stop and take a break if they feel tired."

Launching the £550,000 government campaign last month, Road Safety Minister David Jamieson said: "It is important that drivers stay awake to the risks of driving when tired.

"Whilst motorway driving presents a big problem, we must all be aware that driving on any road when tired is dangerous to the driver and every other road user."

Useful tips to reduce the effects of tiredness include:

Never start a journey if you already feel sleepy

Try to avoid making long trips between midnight and 6am when natural alertness is low

Stop for a 15 minute break every two hours on a long journey

If you feel sleepy, find a safe place to stop

Drink two cups of coffee, or a high energy drink

Take a short nap and resume your journey 15-20minutes later

Remember that opening the window or turning up the radio will do little to stop you falling asleep at the wheel

Getting out of your vehicle for a walk will also only have a limited effect

The IAM cautions that none of these should be seen as a substitute for a proper sleep.

The IAM also warns that most accidents occur between 2am and 6am and 2pm and 4pm, when the body's natural clock is set at daily low points, and urges drivers to be aware of the additional risk at these times.