A few years after TMAF’s inception, TMAF wanted to more broadly and creatively tell its story of safety and responsibility and to reach a wider audience.

The concept of an industry mascot and brand ambassador was born!

The Safety Sammy mascot is a “truck” costume complete with wheels, a windshield, flashing headlights, a “Safety Sammy” license plate, a TMAF-branded cap, and large and captivating eyes. The mascot’s physical attributes were created to be realistic and approachable.

The creation of the mascot was a three-part event in 2017.

• We teased the concept of a new industry member: “Something big is coming” through partial images of the eyes and massive shoes at our annual press conference at the Mid-America Trucking Show.
• We introduced the mascot concept in a truck stop press conference.
• We called on the industry to submit their name recommendations through a digital campaign; through social media and email.
• We leveraged the widely attended Great American Trucking Show (GATS) with a media partner to reveal the name.
• Safety Sammy has quickly become a positive and well-recognized face for our industry who is well received among the crowds.
• It has proved to be a symbol of industry education and safety information in a new, exciting and accessible manner.
• It’s a mascot that the trucking industry can rally behind!
• Due to high demand at events, TMAF created a second mascot costume, one with arms and hands and some additional bells and whistles.

To bring your trucking event to life, you can book Safety Sammy, the industry mascot!
To schedule an event, email: TMAF@trucking.org. Shipping costs may apply.