The Challenge
Truckies are some of the most isolated workers in Australia. Every day they drive away from their friends and family, leaving them feeling alone and vulnerable. As an industry they need more mental health support than any other.
However, one of the biggest barriers to communicating with them is that they’re so hard to reach. They’re always on the road, with tight deadlines and stressful schedules.
So, if we’re going to truly show up for truck drivers with actionable support, we needed to make it easy for them by communicate directly to them, where they are – on the road, in their cabin, listening to the radio and ask “How ya Travellin’?”
The Solution
Using geo-targeted and time-based audio content How Ya Travellin’? reached truckies out on the road, in the cabins. The campaign interrupted commercial radio breaks along some of Australia’s most isolated freight routes like the Eyre, Great Northern, Hume and Stuart Highways – replacing ads with tailored, time-based wellbeing tips and real stories of overcoming mental health challenges.
The campaign extended to longer form podcast episodes that truckies can download to hear more from people who have been in their shoes.
The campaign delivers preventative mental health support to truck drivers travelling Australia’s most isolated freight routes — using geo-targeted radio messages, billboards, and podcast content to reach drivers where traditional support can’t.
