We launched a campaign that placed the responsibility for not driving tired, on drivers themselves. As well as educating the public about the risks associated with driving tired, empowering them to determine whether they were too tired to get behind the wheel or not.

Beyond communication that warned drivers - ‘Don’t Trust Your Tired Self’ – we created an app that, in just a few taps, let drivers learn about the dangers of fatigue behind the wheel, the signs to look out for, as well as take a few simple, interactive tests to help them determine if they were alright to drive. The app also offered some simple advice, on ways to effectively recover before hitting the road. And, suggested alternative transport options to use.

Gamifying the approach broadened the appeal to our audience and ensure that the message was delivered in an engaging and easily consumed platform.

Following the success of the website, the app was developed and launched in the iTunes app store on the 10th of January 2017 to allow more people access to the test.

Although specific communications are yet to run to promote the app, since its launch it has been downloaded 2,300 times and the test has been completed 2,152 times with average engagement times of almost 3 minutes. This equates to a test completion to download ratio of 93.5%.

Gamifying the approach broadened the appeal to our audience and ensure that the message was delivered in an engaging and easily consumed platform.

Following the success of the website, the app was developed and launched in the iTunes app store on the 10th of January 2017 to allow more people access to the test.

Although specific communications are yet to run to promote the app, since its launch it has been downloaded 2,300 times and the test has been completed 2,152 times with average engagement times of almost 3 minutes. This equates to a test completion to download ratio of 93.5%.