The government has launched a new initiative to tackle tired driving.

While tiredness ranks well below alcohol on most drivers' radars, it causes one in five crashes.

A You Gov poll revealed that only 18 per cent of motorists consider a yawn to be a reason to pull over for a rest.

"We all want to finish our journeys as quickly as possible but being tired at the wheel is a proven killer that we cannot ignore," said road safety minister Jim Fitzpatrick.

"People who drive for work are particularly at risk but there are simple steps we can all take to make our journeys safer.

"Plan regular stops into a long trip and if you find yourself yawning pull over and take a break - this could make the difference between life and death," he added.

Joseph Fiennes, the actor, will lend his voice to a new government advertising campaign.

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