More than 500 New Zealanders are injured every year by drivers who suffer fatigue.
Cambridge man Mike Neels quoted the statistic when he spoke in court at the sentencing of the man who killed his only daughter. Police believe James Berry crashed into 18-year-old Elizabeth Neels' car because he was tired.
The Lions supporter had just got off a flight from Britain with two friends on the morning of June 23.
They had rested at his sister's house in Auckland for a few hours before taking to the road in a campervan.
About 7.30pm, Berry crossed the centreline near Karapiro, with fatal consequences.
Mr Neels says a message has to be sent to the driving public of the risks of drowsy driving.
"Every year we manage to dispose of 400 to 500 people on our roads largely because of driving habits," he said in court.
With a $9000 reparation payment Berry was ordered to pay, Mr Neels hopes to raise awareness of the issue. (Berry was also fined $500 and disqualified for six months.)
"A strong message has to be sent out to that drowsy driving will not be tolerated."
He has been speaking with campaigner Martin Jenkins, of Wellington, who set up a website (www.akilla.co.nz) and has become a self-styled expert on drowsy driving after the death of his father, who feel asleep at the wheel in 2003.
Mr Jenkins said New Zealand did not take the issue seriously.
"In New Zealand we're still saying 'have a 15-minute rest'," he said. In the case of sleepy drivers they need to have a 15-minute power nap.
"A lot of people think they'll be fine if they have a rest, then 20 minutes later they're dead."
Eating food or drinking coffee did little to solve the problem, he said. Food often added to drowsiness and coffee had little effect.
"Coffee doesn't kick in for 15 to 30 minutes, and if you're a regular coffee drinker it does nothing."
Mr Jenkins plans to launch a national awareness day on December 13 and is discussing it with Mr Neels.
Land Transport NZ figures show that fatigue was a factor in 581 car crashes involving injury in 2003.
Spokesman Andy Knackstedt said about 10 per cent of all fatal crashes in New Zealand involved fatigue.
It was not possible to get an exact figure, he said, because police relied on drivers owning up to being tired in crash reports.
"We don't ignore fatigue, and most drivers know the dangers. The problem is that too many people think it's a risk they're willing to take," Mr Knackstedt said.
"Unfortunately some people underestimate just how dangerous it is."
Mr Neels said he had not received the $9000 from Berry yet, but was talking with Mr Jenkins and researchers from Massey and Waikato universities who were investigating drowsy driving.
"I have heard of states in the world where they won't let you take out rental cars unless you have undertaken a sufficient amount of sleep."
Land Transport released a booklet for tourists this week aimed at improving awareness of New Zealand's driving conditions and driver fatigue.
Mr Knackstedt said other Land Transport measures included driver reviver stops, advertising for drivers to take a break, log books for commercial drivers, and working with employers of drivers. The message had to be: get enough sleep, he said.
Mr Neels just wants drivers to be "more considerate of each other".
The excuses
In 2003, 581 crashes involved injury caused by fatigue, drowsiness or falling asleep.
* 22 drivers blamed their tiredness on the length of their trips. 55 blamed lack of sleep.
* 22 said they had worked long hours before driving.
* 2 people had exceeded their driving hours in their log books.
* 480 people gave other reasons for being tired.
Driving home message on road fatigue
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