MOTORWAY service stations are backing the Government's Driver Tiredness campaign in a bid to cut the number of fatal car crashes due to fatigue.
And Wiltshire's traffic police warn that driving when tired can be as dangerous as drink driving.
The horrific cons-equences of falling asleep at the wheel are being highlighted in a hard-hitting new advertising campaign launched by Road Safety Minister David Jamieson.
The campaign, featuring television and radio advertising and posters and leaflets, shows the devastating outcome when a driver falls asleep.
Last year 54 people were killed and 401 seriously injured on the roads in Swindon and Wiltshire. Many accidents are thought to be caused by the driver falling asleep at the wheel.
Government research indicates that falling asleep could be accountable for 10 per cent of all road accidents, and up to 20 per cent of collisions on motorways resulting in around 300 deaths and thousands of injuries a year nationally.
Drivers are advised to take a break every two hours and stock up on caffeine packed drinks.
Managers at service stations along the M4 are urging drivers to take advantage of their parking facilities to revive and survive the remainder of long journeys.
Steve Palmer, the hotel manager at Welcome Break Membury between junctions 14 and 15, said he thought the campaign was "a very good idea".
He said: "There is free parking for up to two hours and we have over 300 spaces available. There are Tiredness Kills signs along the motorway before our turn off."
And Suzanne Hollins- head, communications manager for Moto service stations which owns the Leigh Delamere site near Chippenham, said the company is fully supportive of the scheme.
She said: "We are running commercials on our screens and radios, as well as posters and leaflets in the forecourts."
Sgt Dave Melvin, force road safety officer for Wiltshire Constabulary, said: "Driving is a very dangerous activity to undertake if you are so tired that you are having to make an effort to stay awake. It can be as dangerous as driving when drunk."
The campaign is a continuation of the Think! Campaign started in August 2000. This new phase will cost £750,000 and advertising is due to run until Sunday April 7.
The Highways Agency has arranged for motorway signs to carry the message Think! Don't Drive Tired, which can be seen from today.
In December a court found motorist Gary Hart guilty of causing the deaths of 10 people, including Trowbridge-born train driver, Stephen Dunn, by dangerous driving.
He was sentenced to five years in prison after jurors at Leeds Crown Court decided he had fallen asleep at the wheel of his Land Rover before it plunged off the M62 and onto the main East Coast railway line in North Yorkshire.
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