Victoria's Transport Accident Commission (TAC) has launched a new campaign to discourage drivers from getting behind the wheel while fatigued. 16% to 20% of the state's fatal crashes can be attributed to fatigue.

Created by Clemenger BBDO, the campaign distills the complex science of sleep down to a simple rule: 'With under 5 hours sleep, you’re 4 times more likely to crash.' This rule is derived from recent research conducted by Monash University into the correlation between hours slept and crash risk.

The campaign, which runs until June 30, targets all Victorian drivers, with a particular emphasis on males aged 18 to 39 and those who are more likely to drive while tired.

It is spearheaded by a hero film, and also includes visually striking out-of-home (OOH) imagery, bespoke social films targeting new parents, shift workers, and university students, and hard-hitting radio spots.

TAC CEO, Tracey Slatter, said: "Lack of sleep can dramatically affect our ability to drive safely, and this campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive."

Clemenger BBDO ECD, Richard Williams, said: "Too often, drivers dismiss their own fatigue because they have no way of measuring it. Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work."

Clemenger BBDO Strategy Partner ,Mike Ronkoske, said: "Most people know you can’t drive with a blood alcohol concentration (BAC) of 0.05 or more. Now there’s a BAC for sleep—less than 5 hours sleep could kill you. It’s a rule to live by."