Sussex assistant chief constable Nigel Yeo has launched a campaign to cut the number of road accidents caused by tiredness.

He said drivers who ignored the warnings face prosecution.

Penalties range from a fine of up to £2,500, to ten years in prison.

Mr Yeo, an expert in road accidents, travelled to Westminster to launch the Think: Do Not Drive Tired campaign.

He said motorists should think about the message ahead of making long journeys over the Easter weekend to South Coast resorts such as Brighton and Hove.

Mr Yeo also pointed out motorists travelling to airports, such as Gatwick, in the early hours of the morning were at risk of dozing off at the wheel.

Research published by the Transport Department shows that falling asleep while driving could be a factor in ten per cent of all road accidents and up to 20 per cent of collisions on motorways or other fast roads.

It is the reason for about 300 deaths per year.

Now drivers will face television and radio advertising, posters and leaflets telling them of the risk of dying in their sleep in a "safe, comfortable place" - their car.

The Government is offering tips to drivers to reduce the risks of tiredness.

These include never starting a journey if you are already feeling sleepy, trying to avoid making long trips between midnight and 6am, when natural alertness is low, and stopping for a 15-minute break every two hours on a long journey.