CTA launches broad trucking industry image campaign

The Canadian Trucking Alliance (CTA) has unveiled a multi-year public relations strategy that will rely on social media to reach a new generation of truckers.

Primarily aimed at Millennials and members of Gen Z, demographic groups born since 1981, the multimedia material will be shared through social media channels including Twitter, Instagram, Facebook, You Tube, and Tik Tok. The information is anchored by the www.chosetotruck.ca website.

trucking social media campaign
(Source: CTA)

Themes include benefits of working in a diverse, high-paying modernized industry committed to highway and public safety; green technologies; training and professionalism; flexibility and a work-life balance; sense of community; and the essential role of trucking.

“What we are saying with this campaign is that we understand the needs and value systems of young Canadians, and we are open for business and on the lookout for new talent,” said CTA chairman Jean Claude Fortin, in a related press release.

Images and videos focus on themes including picking a company that fits lifestyles and responsibilities, how automation will help and not replace drivers, the industry’s effort toward greater diversity and inclusivity, and the green nature of trucking, among others.

“It has become abundantly clear – especially during the pandemic – that people, government, businesses, and the country as a whole now realize how much we all need the trucking industry and truck drivers,” said CTA president Stephen Laskowski.

“This campaign will show Canadians who we are today as an industry, and some of the amazing things carrier companies are doing to attract new, skilled talent.”

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  • Why not look after those that are leaving because of poor health and set a minimum standards for the C T A membership

  • Give me a break these people either want to work or they don’t. Don’t for get to get them home by 3 and they can’t start till 9 so there will be no weekend work.
    Oh they need automatic trucks and cell phones well they drive maybe ps 2 well they are on their lunch.
    Someday people might wake up and smell the roses.
    Mom and dad have babysat these people why would they go to work.
    You hurt their feelings when you tell them they made a mistake.

  • I couldn’t help it, and I won’t win any new friends with this comment but my response to this news from the CTA is, ‘WHAT THE HELL TOOK THEM SO LONG?” We’ve been talking about the trucking image and utilizing social media (and the mainstream media) for a decade. Now, let’s see the messages. On a positive note….CONGRATULATIONS CTA!

  • Well,it took much longer for the shortage to make an impact. It looks so good on an industry that has taken advantage of their employees for decades. Why would anyone be attracted to an industry where you need to work 60 hours for overtime, get paid by the mile and actually make less than minimum wage if you are held up for any reason.(weather or traffic) I retired many years ago but I can remember going a city block in 1 hour and making .37 cents for my time. I realize there are some good companies out there but it really needs to be improved across the industry. Don’t forget the companies that don’t pay for the first hour while unloading and many more things that only apply to truck drivers I worked for 6 years without a pay raise.