Occupational Health and Safety
Highway Stimulant Use Campaign - Australia
Client: Australian Drug Foundation.
Target Audience: Long haul truck drivers.
Summary: This Australian Drug Foundation/Convenience Advertising campaign aimed to minimize harm associated with long distance truck drivers who engaged in occupational drug use. It featured posters displayed in showers in truck stops and collectors postcards to sign post a drug information line.
Results: Hotline data showed a 95 per cent increase in calls throughout the campaign. For example, during the campaign’s initial stage when 20-30 signs were up, only 36 calls were received, but when all signs had been installed there were 376 calls.
A fee of 25 cents for a 27.3 second block applied. More than 90 per cent of drivers recalled the material. This demonstrated that despite the financial hurdle (25 cents for a 27.3 second block), truck drivers underwent a behavioral change as a result of the campaign.
Long Haul Driving Intervention Program - Australia
Client: VicRoads.
Target Audience: Long haul truck drivers.
Summary: In 2003 Convenience Advertising was contracted by VicRoads to develop an awareness campaign informing long haul truck drivers of the dangers associated with the use of stimulants or ‘stay awake drugs’ and the issues surrounding driver fatigue. This campaign also aimed to raise awareness about micro-sleeps and advocate power naps as a fatigue management strategy.
The program provided drivers with information that not only attempted to raise their awareness but also provide them with alternative strategies to stimulant use when combating fatigue.
The program utilized the bathroom environments of truck stop venues and road houses located along the major trucking routes of Victoria. 180 display points were installed in 38 major truck stops and road houses. These venues reported an approximate weekly traffic of 32,390 long haul truck driver rest stops per week.
