BRAND’S, PLUS & MIROS launch driver fatigue campaign

KUALA LUMPUR:  With over half a million road accidents and more than 5,300 deaths reported in Malaysia between January and October 2024, the need to address road safety has never been more urgent.

For the third year running, BRAND’S Essence of Chicken is joining forces with PLUS Malaysia Berhad (PLUS) on its “Kekal Cergas dan Selamat” campaign, and for the first time, the Malaysian Institute of Road Safety Research (MIROS) is coming on board too.

The goal? To raise awareness on the dangers of driver fatigue during the balik kampung season for Ramadan and Raya 2025.

Driver fatigue is often underestimated, yet it's a key factor in many road crashes. Lack of sleep can impair judgement and reaction time in ways similar to being drunk behind the wheel.

The campaign, now in its third year, aims to push this message harder, encouraging drivers to take breaks, stay alert, and not push through exhaustion.

“Our partnership with PLUS and MIROS through this 'Kekal Cergas dan Selamat' campaign amplifies this important message, reaching even more road users during the bustling Ramadan and Raya season,” said Eunice Kow, Head of Marketing Health Enrichment at Suntory Beverage and Food Malaysia. “Whether breaking fast or gearing up for sahur, BRAND’S Essence of Chicken is your trusted companion on the road, scientifically proven to nurture both your mental sharpness and physical well-being—every journey ends safely at home.”

As part of the initiative, BRAND’S will be distributing its Essence of Chicken at selected PLUS rest stops between March 23 and 30, 2025.

Travellers can expect product samples, interactive activities, and giveaways at the following locations:

• March 23: R&R Rawang (Northbound)
  
  
• March 24–25: R&R Sungai Perak (Northbound), R&R Seremban (Southbound)
  
  
• March 26–28: R&R Tapah (Northbound)
  
  
• March 27–28: R&R Ayer Keroh (Southbound)
  
  
• March 29–30: Sungai Buloh Overhead Bridge Restaurant (Northbound)
  
  

According to MIROS Director-General Assoc. Prof. Ts. Dr. Siti Zaharah Ishak, fatigue is more than just feeling sleepy—it can lead to microsleep, which are brief lapses in attention that last just seconds but can be fatal.

“Microsleep episodes—brief, involuntary lapses in attention—can occur within seconds, significantly increasing the likelihood of road crashes and injury severity,” she said. “Studies have shown that microsleep-related crashes frequently occur on high-speed roads, with 55% involving drivers aged 25 and below.”

The MIROS chief added that short breaks, simple exercises, and even light refreshments could prevent such incidents. The campaign aims to turn this research into practical advice that road users can follow.

PLUS, as the nation’s main expressway operator, is using this campaign to encourage better travel habits during the busy festive season.

“PLUS is proud to partner with BRAND’S for this Ramadan-Raya Safety Campaign, reinforcing our commitment to provide a safe and comfortable journey for all highway users,” said Mohamed Hafidz Mohamed Ismail, Head of Strategic Communications and Customer Experience at PLUS. “As weekend travel surges with families reuniting for iftar, we encourage everyone to plan their trips wisely and take well-deserved breaks at PLUS Rest and Service Areas (R&Rs).”

According to BRAND’S, their Essence of Chicken is made from high-quality chicken extract and certified Halal by JAKIM. It has long been marketed as a mental and physical pick-me-up.

In the context of long Raya journeys, it’s being positioned as something drivers can rely on to stay focused and energised—alongside more practical advice like resting every two hours and keeping the car well-ventilated.