NOTHING WITHOUT TRUCKING: The Campaign Bringing Trucking Heroe’s into the Spotlight
The American Trucking Association (ATA) recently launched a new campaign called “Nothing Without Trucking” in San Antonio, Texas, on May 20th. This is basically a multi-year campaign across the country, a nationwide initiative, accompanied by a promotional video and a new website for industry stakeholders to share their stories and connect more with the public.
This campaign is all about the trucking heroes, the backbone of our nation’s transportation system. It’s not just about the industry, but about the people who make it all possible. The campaign aims to foster public awareness and appreciation for the vital role these truckers play in everyday life in America. This will bring recognition to the countless real, human stories of those working in the trucking industry.
No matter if it’s the festive holiday rush or a quite dark depth of night, truckers are the ones who ensure that we have everything that we need and want on time. These hardworking, driving men & women in the industry are the hidden heroes, who keep the heart of America beating strong and steady.
Experts Insights:
Lane Kidd, managing director of the Trucking Alliance, and P. Sean Garney, co-director at Scopelitis Transportation Consulting, shared their thoughts on why ATA chose to rebrand its image campaign now.
“ATA has launched many image campaigns dating back to the 1990s,” Kidd said. He praised the new “Nothing Without Trucking” campaign as being particularly effective, highlighting the high-quality production of the promotional video. Kidd emphasized that public opinion shapes public policy, and a well-financed media campaign can positively influence public perception.
Garney pointed out that people often need to remember how important the trucking industry is to every community. Instead, they focus on the inconvenience of driving around large trucks, overlooking the ease of getting goods at local stores or through online delivery. Garney also mentioned that there wasn’t a specific rule or incident that started the campaign. Instead, it’s a fresh update on ATA’s earlier successful efforts, such as “Trucking Moves America Forward” and “Good Stuff, Trucks Bring It.”
Focus on the Broader Workforce:
The new campaign aims to go deeper by reminding people that not just drivers are essential to the trucking industry’s mission. Garney explained that the campaign also acknowledges the contributions of dispatchers, mechanics, dockworkers, and administrative staff. With 8.4 million people employed in trucking-related jobs, it’s important to share their stories and highlight their importance.
Garney expressed hope that the campaign will resonate with policymakers and unite the public to support the trucking industry. He praised the campaign’s message of reminding people that, regardless of political, social, or religious affiliation, everyone works together to ensure the industry’s critical mission is accomplished safely and efficiently. He also called on policymakers to adopt a similar spirit of cooperation to solve critical issues and keep America moving forward.
Final Words
To wrap up, ATA’s “Nothing Without Trucking” campaign is a thoughtful and timely initiative to rebrand its image and remind everyone of the trucking industry’s indispensable role. By sharing the stories of those within the industry and highlighting their contributions, ATA hopes to foster a greater appreciation for trucking among the public and policymakers alike.