THE horrific consequences of falling asleep at the wheel were driven home yesterday (Wednesday) at the launch of a new, hard-hitting advertising campaign.

It is part of Lancashire County Council's 'Together We Can Make the Difference' Road Safety Strategy which aims to cut road casualties and raise awareness of road safety issues.

The national campaign follows alarming statistics which reveal tiredness could be a key factor in ten per cent of road accidents and up to 20 per cent of collisions on motorways, regardless of driver age.

Lancashire's Cabinet Member for Highways and Transportation, County Councillor Nora Ward, said: "The effects of driving while tired can be disastrous as the current television advert shows. The message is simple -- if you're tired, don't drive.

"This is an issue that can affect any driver, regardless of age. Drink-driving is seen as being unacceptable but few people regard driving while tired as being dangerous -- this has to change."

Television and radio advertising along with posters and leaflets will show the devastating outcome when a driver falls asleep.

Through posters, leaflets and a massive advertising campaign the county council aim to put an end to the trend and have devised useful tips on reducing the effects of tiredness.

Never start a journey if you are already feeling sleepy.

Try to avoid making long trips between midnight and 6 am when natural alertness is low.

Stop for a 15-minute break every two hours on a long journey.

If you start to feel sleepy, find a safe place to stop (not on the hard shoulder).