A week-long road safety campaign was begun today ahead of the October bank holiday weekend.
The campaign, running from October 23rd, urges motorists to stay alert by taking frequent breaks when driving long distances and plan the route before setting out.
Noel Brett, chief executive of the Road Safety Authority, said: "Drowsy drivers could be responsible for a significant number of crashes on Irish roads, and research undertaken in the UK, Australia and the US shows fatigue to be comparable to alcohol in its impact on road safety.
"Falling asleep at the wheel is said to be preceded by extreme sleepiness that drivers are aware of but often ignore," Mr Brett said.
"If drivers are fighting sleep at the wheel it is at this point that they must stop, take a 15-minute break and take a caffeine drink. Tactics such as turning up the volume on the radio and opening the window do not work," Mr Brett said.
As part of Road Safety Week, funded by Centra and in conjunction with the RSA, the chain has designated 12 stores on main motorway and holiday traffic routes that will serve free coffee to designated drivers on Saturday, October 25th.
Centra will also run safety messages across national radio stations and in-store in the lead-up to the bank holiday weekend.
A total of 44 people died on the roads in October last year.