The Department for Transport (DfT) wants to tie up with brands such as caffeine drink manufacturers and petrol stations to support its Think! initiative.
It has briefed integrated agency Iris to develop a mailing to target marketing directors of brands that have a natural affinity with the consumer campaign message 'Make time for a break'.
The mailing will highlight the dangers of driver fatigue with the line 'Better that customers come straight to you ... than don't come to you at all'.
Brands that sign up will be responsible for helping to communicate the message that planning journeys and taking regular breaks can reduce tiredness.
Edmund King, executive director of lobbying body the RAC Foundation, said up to 20% of fatalities on motorways are caused by drivers falling asleep at the wheel.
Over the August Bank Holiday, the DfT ran a radio campaign telling drivers to rest at least every two hours. It was created by advertising agency Abbott Mead Vickers BBDO.
Iris won the DfT account last month following a four-way pitch run by COI Communications.
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