NRMA calls on drivers to take breaks in Easter campaign

The NRMA has launched its campaign ahead of the Easter holidays, encouraging drivers not to drive on limited sleep.

The campaign features a range of unusual scenarios happening on the road, reminding drivers that they are not losing their minds, they just need to take a break.

The campaign consists of social videos and “Don’t Drive Tired” billboards across NSW and at Driver Reviver refreshment stations located on major highways around the states.

NRMA Insurance research found that 80 per cent of drivers do not stop every two hours, as is advised, and four in five admitted to driving on autopilot.

NRMA Insurance marketing director Sally Kiernan said the findings from the research reinforce the importance of safe driving initiatives on our roads.

“Our research shows setting off on a driving holiday before dawn is a popular way to beat the traffic, so it’s important to remind drivers to make sure they take a break at least every two hours and don’t drive tired.

“We have launched a safe driving initiative to help drivers covering long distances, with 100 billboards popping up on major arterial roads and near Driver Reviver stations. Each billboard will have a humorous twist to jolt drivers into a sense of awareness and remind them it might be time to take a break.”

One of the billboards that will appear on NSW roads

Professor Drew Dawson, fatigue expert and psychologist, says drivers need to flip from thinking about getting to their destination quickly, to how they can get to their destination safely.

“With half of drivers planning to drive before dawn and one in five choosing to drive through the night this Easter, it’s critical we continue to remind drivers to take breaks and break up long drives.

“When we look back at our evolution, it was our instinctual brain that kept us safe. Especially when it was more important (and safer) to get home quickly than being out. However, we weren’t on busy roads with thousands of cars. Now it’s this thinking of ‘I need to get there quickly’ that can be dangerous when it comes to driving.

“My advice for Australians this Easter is to fight against the “I need to get there sooner” mentality and plan to take breaks. Don’t drive when you would normally be sleeping and when you’re feeling tired. Make sure you pull over have a coffee and rest for 10-15 minutes.”

Another scenario featured in the campaign includes a flock of seagulls

The Easter campaign follows up from the ‘Don’t Drive Naughty, Drive Nice’ Christmas Campaign which encouraged parents to put their phone down when driving. 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.