Free Coffee for Drivers Ahead of May Bank Holiday Weekend
Topaz to promote initiative with radio ad campaign
Wednesday 28th April 2010. The Road Safety Authority has welcomed the fact that Topaz has agreed to run their ‘Driver Reviver’ campaign again this year. The campaign highlights the dangers of driver fatigue to motorists and encourages them to pull over, grab a coffee and have a short nap if feeling tired.
As part of the campaign Topaz provides free coffee to drivers on Bank Holiday Fridays at their countrywide network of 109 company owned sites all over the country. Free coffee will be available to motorists at these sites this Friday 30th April. Last year Topaz gave away up to 20,000 free coffees each weekend. The initiative will be supported with a national radio ad campaign this week.
Paul Candon, Marketing and Corporate Services Director at Topaz said: “We are delighted to once again support this life-saving campaign by the RSA and to help raise awareness of the serious consequences of driver fatigue. As part of this campaign, Topaz will be offering drivers a free cup of coffee at over 100 participating Topaz stations this Friday 30th of April. All drivers have to do is show their car keys to staff and request a free coffee. Posters advertising the free coffees will be in place outside all participating stations so please make sure you take a break if feeling tired.”
For a full list of Topaz stations participating in the driver fatigue campaign on 30th April and every Bank Holiday Friday click here
For further information
Contact: RSA Communications Office: 096 25008
Kieran Garry, Gordon MRM 01 – 6650455 or 087-6440678
Main Points of New RSA Research
v 1 in ten Irish drivers has admitted to falling asleep at the wheel
v 42% of drivers reported that they open windows to try to keep awake, a tactic which has no effect whatsoever (The Head of the RSA, Noel Brett expressed concern about this finding and said it shows many drivers need to change their behaviour)
v 7 out of 10 people (67%) are now taking breaks within two hours of driving
v This compares with 53% in 2008
v The research shows that male drivers continue to be more likely than females to drive without taking a break.
v It also shows that more drivers are aware of the correct action to take when feeling sleepy at the wheel. Almost half (44%) reported that the right thing to do is to stop, drink a coffee and take a nap, representing an increase of 16% on 2008 figures.
v Among the drivers who had fallen asleep at the wheel, 1 in 4 had fallen asleep at least twice
v One third of drivers who fell asleep at the wheel had been travelling for just one hour when they fell asleep and almost half of drivers (45%) fell asleep while driving between 5pm and midnight;
v 1 in 5 drivers who had fallen asleep while driving had realised only when they had driven off the road or across the centre of the road;
v Just under half of drivers (47%) had startled themselves awake before something more serious occurred, a decrease of 29% on 2008 figures;
v Drivers aged between 35 and 54 are more likely to drive longer without a break
v Previous research indicates that driver fatigue could be a contributory factor in as many as 1 in 5 driver deaths in Ireland and can be as serious as drink driving.
The research was conducted by Millward Browne Lansdowne among 1,000 drivers to determine the incidence and consequences of driving while tired. The research found that:
More information on driver tiredness can be found in the RSA’s booklet ‘Driver Tiredness – The Facts’ which can be downloaded from the RSA website www.rsa.ie. A copy of the RSA’s research on driver fatigue can also be downloaded from the RSA website.