By Steve Ponder and Mike Card – Chairman, and Chairman, Fundraising, Trucking Moves America Forward

It’s the age-old question, “What do you do for a living?” Throughout our lives, we’ve spoken with countless professional truck drivers who tell us their responses are met with scorn, disdain and lack of respect.

The public perception of professional truck drivers is not consistent with reality. Instead of hard-working, family men and women who are away from their families for long stretches of time, professional truck drivers can be seen as dangerous and an unwelcome highway hazard. The truth, however, is that today’s truck driver is a skilled professional who follows stringent safety guidelines and is experienced with the new and improved technologies that make trucks smarter, more fuel-efficient and safer than ever before.

Safety is perhaps where public opinion is most skewed. According to the U.S. Department of Transportation, large-truck crashes and fatalities have drastically declined between 2000 and 2010.

In fact, the past few years have seen the lowest numbers in crashes and fatalities to date. And while these numbers have dropped, the miles traveled have increased.

In our ongoing quest to educate the public, at the Mid-America Trucking Show, representatives from every sector of the trucking industry will stand behind a new industrywide image and education initiative — Trucking Moves America Forward.

TMAF’s goal is to unify, educate and inform policymakers, motorists and the public about the benefits of the trucking industry and to build the groundswell of support necessary for continued growth.

With this movement, you will meet the people — behind the wheel, in the garage and at the truck stops — who continue to bring communities together and drive the American economy forward with each mile logged. You will see the faces and learn the stories of the dads and moms, brothers and sisters, parents and friends who work every day to better the lives of the American people.

The trucking industry brings more than $642 billion in revenue into the country, thanks to the nearly 7 million people employed in trucking-related jobs — about 3.1 million of them as drivers. That’s equal to the populations of West Virginia and Maine combined.

At a time when almost 10% of our country’s workforce is looking for employment, industry experts project the transportation industry will add 30,000 jobs this year alone.

Trucking stimulates growth in nearly every sector of our economy — health care, fuel, transportation, retail, agriculture, banking and many others — and pays around $18 billion in total federal highway taxes annually. That’s billion with a capital “B.”

Nearly all the goods consumed in the United States are delivered by truck at some point before reaching their final destination. In fact, trucks exclusively serve more than 80% of the country’s communities — if it doesn’t get there by truck, it doesn’t get there. Imagine a supermarket without food or an office or home without furniture; that’s the America we would be looking at without the trucking industry.

We know the important role our industry plays in keeping the nation running, and we’re proud to serve America’s businesses and communities. Now it’s time to share our story through the TMAF movement.

The Owner-Operator Independent Drivers Association, along with American Trucking Associations, the Truckload Carriers Association, the Allied Committee for Transportation (ACT 1) and other organizations, recently combined forces to pledge their support to TMAF by joining the movement.

Visit our website at www.truckingmovesamerica.com to learn more about trucking and how to get involved in improving the image of our strong and essential industry.

Steve Ponder is vice president of Great West Casualty Co., and Mike Card is president of Combined Transport Inc. and immediate past chairman of American Trucking Associations.

By James Jaillet

In making the push for his group’s joint effort to build a new trucking and driver image initiative, Todd Spencer of the Owner-Operator Independent Drivers Association said while dealing with the issue of “driver image,” the industry as a whole needs to “deal honestly” with issues that impact drivers’ negatively, like pay and treatment by shippers and receivers.

Driver image is a two-sided issue, Spencer said: Part of image, he says, in addition to what the public and trucking outsiders think, is also what truck drivers think of themselves.

And how drivers think of themselves stems from how they’re treated by others in the trucking industry, like carriers and shippers and receivers, Spencer said.

“These are challenges that the trucking community itself has to be honest about and has to deal with,” Spencer said March 26 at the Mid-America Trucking Showwhile introducing a new industry-wide image campaign called Trucking Moves America Forward. “A lot of what makes drivers feel good about themselves is how they’re treated in the industry they work in.”

Trucking Moves America Forward will be part advertising blitz and part grassroots growth brought by social media presence and exposure through things like trailer wraps, said some of the spokespersons for the group at the MATS-held event.

The goal of the campaign is to build an image of drivers — as a means to attract new workers to the industry and change negative public perception — as working professionals in an industry that plays a huge role in the U.S. economy.

Spencer, who was one of about five speakers in a lineup that also included two drivers, talked about the key points of the theory behind the campaign (truckers are the foot soldiers of the industry that drives the economy), but he also took a more pointed approach in his address, pushing the American driver as the most important piece of trucking’s — and in many ways, the economy’s — puzzle.

Spencer didn’t offer specifics, but he did say carriers should consider how they pay drivers — either amount or structure — as a key pillar to showing drivers appreciation and helping boost their own self-image.

“Those behind the wheel [are] clearly the most important people in trucking. Without them we are absolutely nothing and without them this industry doesn’t exist,” he said. “If you want somebody to feel good about themselves and want them to make [driving] their future, give them a reason. Make them know they’re appreciated.”

By James Jaillet

ACT 1 officially unveiled a new image campaign for the industry aimed at attracting drivers, educating the public about the industry’s ubiquitous role in American life and the U.S. economy and changing policy makers’ perceptions of trucking.

The Trucking Moves America Forward campaign was announced March 26 at the Mid-America Trucking Show in Louisville, Ky.

“We have a great story to tell,” said Todd Spencer, executive VP of the Owner-Operator Independent Drivers Association. “We want to reach out [to the public], because America moves by truck. The people that operate trucks are some of the finest Americans, and we need to spread the word.”

Spencer’s OOIDA is one of several dozen partners that have signed on for the campaign that include carriers, manufacturers, media and truck stop chains.

Kevin Burch, president of Jet Express and a VP at the American Trucking Associations, says the program is meant to be one that brings all members of the industry together, from carriers, owner-operators and drivers, but also one that melds even more specific interests, like unionized drivers and non-unionized drivers or company drivers and owner-operators.

Once seen as the “Knights of the Road” until the mid-1970s, the trucking industry’s reputation has been on a steady decline ever since, and our image today is at or near its lowest point. Compounding …

“It’s imperative we understand how we all connected and work together,” Burch said. “Our industry is crucial to the well being of the American economy. We are the rolling inventory,” citing the industry’s numbers as evidence — 7 million employees, $10 trillion in goods moved a year and 9.4 billion tons of freight annually.

Burch said one of the key goals of the campaign is to mitigate a driver shortage that he said could grow as large as 1 million drivers in the next 10 years. “We need an image,” he said. “We need to show exactly how passionate we are [about the industry]. America’s not going to move if we don’t have professional drivers.”

The campaign will consist of “heavy advertising, public affairs,earned media and paid media,” along with intensive social media campaigns, said Amos Snead of Story Partners, the agency that’s assisted ATA in crafting the initiative. There will also be lots of truck wraps that promote the Trucking Moves America Forward campaign, distributed by ATA and state associations to carriers.

Spencer said he hopes the campaign push trucking again as an industry that children aspire to be involved in, much like when he was young. “We’re always going to need trucks,” he said. “If we don’t have the best out there, we all suffer for it.”

By Evan Lockridge

The trucking industry announced Wednesday the launch of an industry-wide image and education campaign, Trucking Moves America Forward, at the Mid-America Trucking Show with support from a diverse group of industry influencers including leading executives, professional truck drivers and technicians.

Trucking Moves America Forward is an industry-wide image and education initiative informing policy makers, motorists and the public about the benefits of the trucking industry to help build a ground swell of political and grassroots support necessary to strengthen and grow the industry.

“Today’s modern truck drivers are skilled professionals and devoted family men and women, trained to focus on safety, efficiency and reliability while operating the safest and most sustainable trucks we have seen to-date,” said Steve Ponder, chairman, Trucking Moves America Forward and vice-president of Great West Casualty Company. “Trucking is an important industry to our country, nearly every consumer good touches a truck along its journey and we are excited to share what makes trucking so special with the American people.”

In addition to Ponder, other trucking executives such as TMAF vice chairman Kevin Burch of the fleet Jet Express spoke about Trucking Moves America Forward along with professional driver Allen Boyd and technician Herschel Evans.

“Trucking Moves America Forward is an ongoing movement,” said Burch. “Trucking is critical to the American economy, injecting more than $642 million dollars into this country annually, and each person in the industry plays an important role in telling that story.”

“We plan to share those stories in the coming year and beyond with various initiatives,” said Mike Card chairman, fundraising of Trucking Moves America Forward and president of Combined Transport Inc. “The entire industry is excited as this campaign encompasses every sector within the industry and we welcome everyone’s support.”

Groups involving in Trucking Moves America Forward include ACT 1, also known as the Allied Committee for the Trucking Industry, which includes various trucking industry suppliers, along with the American Trucking Associations, the Owner-Operator Independent Drivers Association, the Truckload Carriers Association, as well as trucking companies and other industry suppliers who are not members of ACT 1.

The Teamsters Union has also been approached about becoming involved in the campaign, according to organizers, and are said to be considering their involvement.

The goal is to raise $5 million over the next five years to fund their efforts, with organizers saying they are halfway to meeting this year’s $1 million goal.

Trucking Moves America Forward was tentatively announced this past October at American Trucking Associations annual Management Conference & Exhibition in Orlando, Fla.

“Trucking Moves America Forward” Enhances Industry Image, Public Perception

Louisville, KY – The trucking industry announced today the launch of its industry-wide image and education campaign “Trucking Moves America Forward” at the Mid-America Trucking Show with support from a diverse group of industry influencers including leading executives, professional truck drivers and technicians.

“Trucking Moves America Forward” is an industry-wide image and education initiative informing policy makers, motorists and the public about the benefits of the trucking industry to help build a ground swell of political and grassroots support necessary to strengthen and grow the industry.

“Today’s modern truck drivers are skilled professionals and devoted family men and women, trained to focus on safety, efficiency and reliability while operating the safest and most sustainable trucks we have seen to-date,” said Steve Ponder, chairman, Trucking Moves America Forward and vice-president of Great West Casualty Company. “Trucking is an important industry to our country, nearly every consumer good touches a truck along its journey and we are excited to share what makes trucking so special with the American people.”

In addition to Ponder, other trucking executives such as TMAF vice-chairman Kevin Burch (Jet Express) spoke about “Trucking Moves America Forward” along with professional driver Allen Boyd and technician Herschel Evans. Innovative creative materials and resources – including an advertising campaign – are available online at www.TruckingMovesAmerica.com

“Trucking Moves America Forward is an on-going movement,” said Kevin Burch, vice-chairman of Trucking Moves America Forward and president of Jet Express. “Trucking is critical to the American economy, injecting more than $642 million dollars into this country annually, and each person in the industry plays an important role in telling that story.”

“We plan to share those stories in the coming year and beyond with various initiatives,” said Mike Card chairman, fundraising of Trucking Moves America Forward and president of Combined Transport, Inc. “The entire industry is excited as this campaign encompasses every sector within the industry and we welcome everyone’s support.”

Along with ACT 1, an initial founding member of the movement, other supporters include: Allison Transmission, American Trucking Associations (ATA), Bendix Commercial Vehicle Systems, Bridgestone Commercial Solutions, Bulldog Hiway Express, Castrol Heavy Duty Lubricants, Combined Transport, Inc., Cummins Inc., Daimler Trucks North America, Dana Holding Corporation, Detroit Diesel Corporation, Eaton Corporation – Roadranger, GE Capital, Goodyear, Great West Casualty Company, Hahn Transportation, Inc., Hendrickson, International, J.J. Keller & Associates, Inc., Jet Express, Inc., Kenworth Truck Company, Longistics, Love’s Travel Stops, Mack Trucks, Inc., Meritor, Michelin, Motor Carrier Service, Inc., Old Dominion Freight Lines, Omnitracs Inc., Owner-Operator Independent Drivers Association (OOIDA), Pegasus, Peterbilt Motors Company, Randall Reilly, Tennant Truck Lines, Tennessee Express, Inc., TransTech, Truckload Carriers Association (TCA), TRW and Volvo Trucks.