In response to Dean Frenkel

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04 Jun 2013

For the record, I strongly disagree with hypnotherapist Dean Frenkel’s opinion that the TAC’s fatigue campaigns may have become a contributor to increased driver fatigue and road trauma (“We should wake up to hypnotic road signs” Herald Sun, 4 June).

In fact, research proves that the opposite has occurred and these messages have helped our road toll reduce to its lowest point in history.

Our latest road safety monitor – research based on the thoughts of more than 1200 current and disqualified Victorian license holders – highlights that point.

Last year, 40 per cent of those surveyed said they had stopped to take a break from driving and 21 per cent reported stopping for a powernap.

The TAC’s fatigue messaging is based on the ‘A 15 minute Powernap Could Save Your Life’ campaign.

Following that campaign’s launch, 30 per cent of people surveyed said they had change their behaviour as a result of seeing the advertisements and stopped for a break if they were feeling tired while driving.

Messages placed on the billboards that Mr Frenkel mentioned are related to this campaign which was tested for effectiveness in research groups prior to launching (like all TAC campaigns are).

That research told us the messages would resonate with drivers and riders and encourage them to pull over for a break if they felt tired (not fall asleep, as Mr Frenkel suggested).

In addition, like all TAC campaigns, the fatigue messages are based on extensive road safety research and are developed with high level marketing experts to ensure they have maximum impact in changing the community’s behaviour.

For as long as research tells us that our campaigns are having an impact by saving lives and preventing crashes,  the TAC will continue investing in world-leading road safety and marketing activities.

Statement by TAC Chief Executive Officer, Janet Dore

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