Don't sleep and drive.

Fatigue slows reaction times and impairs judgment, contributing to at least 15% of Dutch traffic accidents. To address this, the Ministry of Infrastructure and Water Management wanted to take action. The nationwide campaign Word geen slaaprijder (Don’t Be a Sleepdriver) was launched to raise awareness about the dangers of nodding off behind the wheel. The newly coined word slaaprijder — a mix of slaapwandelaar (sleepwalker) and spookrijder (wrong-way driver) — even made it into the Dutch dictionary.

Agency: Roorda Reclamebureau

Brand concept - Gijs de Kogel, Walther Geerts

Copy - Gijs de Kogel

Artdirection - Walther Geerts