DRIVERS who fall asleep at the wheel may be responsible for up to 300 deaths a year, according to shocking new research.

Motorists in East Lancashire are now being alerted to nationwide campaign highlighting the dangers of tiredness for drivers by the Department of the Environment, Transport and the Regions, as part of it's Think! road safety scheme.

Research by Loughborough University's Sleep Unit shows that about 10 per cent of all road accidents may be caused by motorists nodding off at the wheel -- the majority being men and 50 per cent under 30-years-old.

During a nine-month period last year, the Motorway Police Unit for Lancashire say that 25 accidents on the M65 were due to driver fatigue.

Road accidents relating to sleepiness are more liable to result in death and serious injury as drivers fail to brake prior to impact. Sergeant Stuart Isherwood, of the Road Policing Unit at Accrington, stressed the importance of the campaign.

"I am aware of one fatal accident in particular in this area that was probably caused by the driver falling asleep at the wheel, so I have had first-hand dealings with this," he said.

"It is a very important issue and we fully support the campaign."

Experts say that no amount of will power, opening the window or turning on the radio will keep drivers awake and offer the following advice to drivers:

Plan stops of 15 minutes for every two hours on a long journey.

Try to get a good night's sleep the night before.

Share the driving if possible.

Stop in a safe place if you feel tired. If you are on the motorway, don't stop on the hard shoulder, but take the next exit and find somewhere to park, or stop at the next service station.

Drink a cup or two of strong coffee, followed by a short nap, once you have stopped somewhere safe.

Posters highlighting the campaign will be appearing in motorway service stations, in washrooms and on exit slip roads over the next two weeks and the DETR's Think! campaign will continue throughout the year.