Job assessment article, timed: JOSEPH FIENNES FACE OF THINK CAMPAIGN

Joseph Fiennes is the voice of a new campaign aiming to stop motorists driving while tired. The £800,000 THINK! Campaign will include advertising on the radio, on journey planning websites and at service stations. The high profile initiative is targeted at people in driving jobs as they are most at risk of falling asleep at the wheel.

The campaign will focus on the yawn as a sign that drivers need to take a break. A government poll found that only 18% of British motorists always take a yawn as a sign to pull over. Dr Neil Stanley, a sleep expert at Norfolk and Norwich University hospital says, “Yawning quite simply means you're on the road to falling asleep - so if you're yawning behind the wheel it really is time to pull over."

THINK’s campaign advice is not to start a long journey if you’re tired, ensure you take a 15 minute break every 2 hours and find a safe place to stop if you feel drowsy.

Only last month, lorry driver Jamie Logue was sentenced to four years and nine months, when he fell asleep at the wheel and killed pensioner, Andrew Linton. The campaign hopes to help avoid anymore such tragedies.

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