A NEW campaign reminding drivers about the dangers of driving tired was launched today by Transport Minister David Jamieson.

Research suggests that up to 350 people are killed each year in sleep related accidents.

In the run up to Easter, when thousands of people take to their cars to visit family and friends, two hard-hitting new radio adverts will highlight the risks and explain how to prevent them.

To support the campaign the department has produced a tax disc style Tiredness Test which alerts drivers to when they should take a break.

Partnership organisations will distribute the test and extend the campaign's messages through initiatives such as discounted coffee vouchers and hotel stays.

David Jamieson said: "Our new campaign aims to highlight the dangers of driving tired and reinforce the importance of taking regular breaks.

"In the run up to the Easter Bank Holiday it's vital that people plan their journeys and remember that taking a short break can literally mean the difference between life and death."

The campaign began yesterday. The advert for drivers planning long journeys will air at key bank holiday times over the year with the first phase running until Monday.

The second advert, targeting 18 to 30-year-old males, will begin on Tuesday running for two weeks. The ad will air throughout the year between midnight and 6am when the body's natural alertness is low.