Youth Innovation

The trucking industry needs more youth innovation in many areas. One of the initiatives we have coming up this year is going to see young design students engaging with the trucking industry to help come up with a campaign to get drivers better educated about how to behave around trucks.


As part of the 2018 Re:act challenge, the Australian Trucking Association is partnering with strategic creative agency Hard Edge and Swinburne University for the challenge, and will use the results to inform the design and messaging of the Volvo ATA Safety Truck.


Statistics show many 18-25 year old car drivers are involved in crashes with trucks, because they haven’t been taught lessons such as not cutting in front of trucks and not to overtake turning trucks on the left.


Youth Innovation


Hard Edge Managing Director Andrew Hardwick said the 2018 campaign was another significant step in improving road safety among inexperienced drivers.


“We believe this is the first time a behavioural change campaign about vulnerable road users around trucks have been specifically targeted at the 18-25 year old segment,” he said.


Representatives from the top three Re:act 2018 finalists will present their campaign at ATA’s Trucking Australia 2018 conference, in front of industry professionals . After hearing the pitches, conference delegates will vote for their favourite, which will receive an industry choice award.



Soft Sell Truck

Author: Tim Giles

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