c o l u m n

Deborah Whistler • Managing Editor
On Public Image

From The Mouth Of A Babe

ATA ads deliver message of trucking’s vital role to millions.

‘Just about the only thing not delivered by a truck,” reads the bold print running alongside a closeup of an adorable baby. The ad is one of four that ran in prominent positions in USA Today during National Truck Driver Appreciation Week.
     This particular ad is probably the best I’ve seen at driving home the message of the vital role trucking plays in the lives of everyday Americans.
     “From diapers to satellite dishes, virtually everything we own, everything we eat, everything we wear, every material that goes into constructing our homes and offices comes to us by truck. Trucks transport more than 6.5 billion tons of freight every year. And its safe, on-time delivery is ensured by professional drivers who are the best trained and most experienced in the world. The highway to the future may be paved by high technology, but it’s driven by American truckers and the companies they represent,” the ad reads. “This week, August 9-15, is National Truck Driver Appreciation Week. Join us in thanking the men and women of the American trucking industry. The products they deliver ensure a bright future for all of us.”
     The ad was part of a “you’re safe, you’re responsible, you’re essential” campaign. As part of National Truck Driver Appreciation Week, 11 corporations expressed these messages to the nation’s more than 3 million dedicated, hard-working truckers.
     With the American Trucking Assns. spearheading the project, Mobil Oil Corp., Petro Stopping Centers, Mack Trucks, Yellow Freight, Allied Holdings, ANR Advance, Comdata, Qualcomm, Meritor, Great West Casualty and ABF honored truck drivers through the special USA Today ads.
     Other ads in the campaign delivered excellent messages also. Alongside a tight shot of a lady trucker, copy reads, “If you were trained like her, licensed like her and regulated like her, you’d be a much safer driver, too.”
     “The profile of America’s truckers would probably surprise you,” reads the copy next to a shot of four truckers. “Today, truckers are your next-door neighbor, the person beside you at church, the man walking his daughter to school. They’re Americans of different races, religions and backgrounds. What binds them together is a commitment to meet their obligations responsibly and safely,” the ad explains.
     In the last ad, trucker Roberto Amador is shown with the Little League team he sponsors. The copy reads,“Saturday, after safely driving five days and 2,100 miles, Roberto Amador shifts into an entirely different gear.”
     The ad goes on to explain that the contribution of professional truck drivers — and the companies they represent — to the country’s economy is measured in billions of dollars. “And the contributions they make on a personal level are just as valuable,” the ad explains. “Their services to civic organizations, charities, churches and other community efforts help to strengthen society in ways that are beyond monetary measurement.”
     With 2 million readers a day, the ads in USA Today essentially promoted a positive image of truck drivers to more than 8 million Americans. These ads brought home the unique qualities that truckers bring to the job every day.
     “Truckers are committed to safety and play a vital role in the economic life of America,” says Walter McCormick, ATA president and CEO. “The trucking industry generates $346 billion in revenue annually and employs more than 9 million people. Truck drivers are the backbone of this essential industry.”
     This new advertising campaign does an excellent job of getting that message across.
     ATA’s public relations department and the sponsors of the campaign deserve a round of applause from the entire industry.
     Hopefully, ATA will find industry financial support to continue this campaign long after Truck Driver Appreciation Week is over.
     It’s a message the American public needs to hear. And it needs repeating — often.