Issue link: https://read.dmtmag.com/i/270298
A fter multiple ef- forts with vary- ing results over the past few decades, some key players in the trucking industry have come together to launch a new cam- paign to improve the industry's image. What makes this effort different is the diver- sity of the players in- volved. The big reason that past efforts have come up short, is that most have been orga- nized by a single group or single in- dustry segment, with only that group's concerns in mind. Those behind this newest effort have launched TruckingMovesAmerica.com to serve as an online resource for the image campaign, with creative materi- als, messaging and social media links available to all elements of the industry, as well as the public. According to the website, "The mis- sion of 'Trucking Moves America For- ward' is to establish a long-term indus- try-wide movement to create a positive image for the industry, to ensure that policymakers and the public under- stand the importance of the trucking in- dustry to the nation's economy, and to build the political and grassroots sup- port necessary to strengthen and grow the industry in the future." Among the movement's key mes- sages is informing the public about the new trucking technology that has an in- creased focus on safety, sustainability, effi ciency and reliability. There is also a major focus on just how critical trucking is to the national economy. Supporting almost seven million jobs, it is one of the largest and growing industries in the country. The full movement launch will be in March 2014 at the Mid-America Truck- ing Show in Louisville, KY. To help fund the outreach program and development of materials, the campaign's goal is to raise $1 million per year for the next fi ve years. "We're extremely excited for the fun- draising effort of this movement to have launched," said John Conkin, GE Capi- tal SVP and Allied Committee for the Roads Web By Tom Kelley 30 www.studentdriverplacement.com March '14 The Good Guys Campaign Seeks To Improve Trucking Industry's Image web road 0314.indd 1 2/19/14 3:39 PM