The radio ads, part of the DfT's Think! campaign, are scheduled to run over Easter when it is expected many more people will be driving long distances.
The campaign consists of two 30-second radio spots called "Monotony/Break" and "Monotony/Tired". The first is aimed at leisure drivers and uses a hypnotic voice that can be heard repeating the line "the monotony of long-distance driving sends you to sleep".
The second ad has been created to target a younger audience and warn that drivers who fall asleep at the wheel are 50% more likely to die or suffer serious injury. Both ads end with the same line "take a break, have a coffee to combat tiredness".
The radio campaign comes as the DfT launches a "tiredness test" car sticker to be placed on the back of a tax disc holder.
The test, created by Iris, includes a list of symptoms that indicate a driver needs to rest and will be distributed in copies of What Car? magazine and through the RAC.
The DfT has also partnered with roadside restaurant chains Little Chef and Road Chef to offer drivers a discount on coffee.
The new campaign was written by Tony Hardcastle and Mark Tweddell at AMV. Media was planned and bought by Carat.
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