The horrific consequences of falling asleep at the wheel are being highlighted in a hard-hitting new advertising campaign launched last week by Road Safety Minister David Jamieson.

Government research shows that falling asleep while driving could be a factor in 10 per cent of all road accidents and up to 20 per cent of collisions on motorways or similar roads. Some 54 people were killed and 401 seriously injured on roads in Wiltshire and Swindon during 2001.