ATA plans Safety Truck redesign

Driver safety exhibition to get redesign as ATA aims to reach vulnerable road users

ATA plans Safety Truck redesign
Kids and parents enjoy the Volvo ATA Safety Truck in Newcastle


The Australian Trucking Association (ATA) will work with consultants Hard Edge to redesign its Volvo ATA Safety Truck as it looks for new ways to engage with young drivers.

The redesign will use new key messaging, branding and experiences to help the travelling road safety exhibition connect with 16 to 25 year old drivers and other vulnerable road users, the ATA says.

ATA CEO Ben Maguire says that while the Truck’s current design had been working well since 2013, it was time for a change.

"We went through a rigorous process in selecting the creative agency best-suited to complete the redesign," he says.

The two groups had previously worked together on the 2018 Re:act road safety behaviour change program founded and run by Hard Edge, which Maguire says was a chance for the group to gain insights into possible future directions for the Safety Truck.

Read our story about the Re:act behavioural change project here

"We were particularly inspired by Hard Edge’s road safety skills and understanding of how to inspire our target public," he says.

Sponsored by Volvo, BP and NTI, the Safety Truck has been delivering safety exhibitions in the custom-built trailer since 2008, travelling 60,000km and reaching 33,000 people annually via truck shows, festivals and school visits.

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