The Department for Transport's "Tiredness Kills -- Take a Break" slogan will be emblazoned across the ends of 170 lorries to be seen on roads all over the country for three months, starting today.
The poster is made from red reflective material that can be seen when driving during the night and in the day.
The campaign was created by Abbott Mead Vickers BBDO, with media planning by Carat and buying through outdoor specialist Posterscope. The lorry-back advertising company is In Your Space Media.
Jonathan Branley, managing director of In Your Space Media, said: "Lorry-back ads are great for targeting people on the move. Red reflective copy on a head-on canvas will ensure the DfT's campaign enjoys unrivalled driver visibility."
The campaign encourages drivers to take regular breaks to avoid accidents caused by people falling asleep at the wheel.
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