Nova 96.9 has partnered with UM, GPY&R and Transport for NSW to create the first live show dedicated to educating drivers of the risks of driving tired and help them make smarter choices to avoid doing so.
Fatigue is second to speeding in its contribution to death and injury on NSW roads, that’s why it’s important to help to address it.
Programmed to air in a timeslot that will target drivers when they may be feeling tired,The Late Shift launched on Monday 7 March from 1am to 6am.
Nova, UM, GPY&R and Transport for NSW have developed a unique and interactive radio show, working alongside behavioural and sleep experts, to be hosted by Nova’s Jimmy & Nath, to change perceptions of the risk of driving tired and provide drivers with strategies to combat driving tired.
Jimmy & Nath, will have special guests in studio to discuss and explore weekly themes and the show will allow drivers to interact live on air, in real time, with the team.
Andy Milne, NOVA Entertainment’s head of creative services said, “When Transport for NSW shared with us the shocking statistics around driver fatigue and the effects on safety, we knew we had to do something to raise awareness in a relevant and unexpected way.
“This is where the idea of a dedicated, nightly radio show – committed to raising awareness when it matters most – between 1am & 6am, came from! We needed the insights and creative support from Transport for NSW, UM and GPY&R to make the idea a reality and have loved working closely with the group to bring it to life.”
Transport for NSW Centre for Road Safety executive director Bernard Carlon said, “The beauty of The Late Shift is that it speaks directly to people we know are at a higher-risk of driver fatigue, late at night and in those early hours when they may be feeling tired – for example nurses, hospitality workers or tradies.
“Statistics show more than half of all fatigue related crashes occurred on metropolitan roads from 2012-2014. This shows tiredness can affect you on any length trip, not just when travelling on country roads, or when driving to and from holidays.”
Sophie Price, chief strategy officer at UM said, “It’s been an incredibly collaborative project. We love this idea because through our Creative Connections platform it has unlocked a new shared bond to engage with our audience when they’re likely to be driving tired on short trips.”
Due to the number of drivers travelling between Gosford and Sydney in the early hours, The Late Shift will also be heard on Star 104.5 from 3am to 6am.
Nova has previously run community initiatives tackling topics ranging from depression, bullying, youth homelessness and ecstasy but this is the first time an eight week series, airing five days a week, has been created and dedicated to raising awareness and providing advice on an important road safety issue affecting the community.
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