Being Dead is Boring: NHVR puts spooky spin on ‘Don’t #uck With A Truck’ campaign via Khemistry

The National Heavy Vehicle Regulator (NHVR) has launched the third phase of the ‘Don’t #uck With A Truck’ campaign via Khemistry, teaming up with young drivers to spread a critical message; drive safely around trucks, to avoid the haunting consequences.

 

NHVR Acting Chief Operations Officer Michelle Tayler said by co-designing the new phase of the campaign with young drivers, the regulator has been able to create a series of road safety videos that use a combination of humour and serious messaging to engage young viewers.

“The new Don’t #uck With A Truck videos depict young drivers as ghosts after they have been in an accident with a truck due to their unsafe driving, pushing the message that Being Dead is Boring,” Ms Tayler said.

“By putting a road safety spin on some of the most popular Tik Tok trends and focusing each of the three videos on a specific safety scenario, we’re aiming to educate our youngest drivers on how to share the road with trucks so they can make it to their destination safely.

“The videos feature a ghost couple and their hilariously dull ‘day in the life of haunting a house’ – the only thing they can do after they tried to pass a truck while it was turning, as well as a ‘get ready with me’ video with a ghost who didn’t leave enough room when overtaking a truck, and a ‘come with me to my haunted house’ tour with a ghost who is stuck in his old share house forever, after he drove in a trucks blind spot.

“With young drivers vastly overrepresented in crashes with heavy vehicles, the NHVR recognises the importance of grabbing the attention of young light vehicle drivers in a way that resonates with them and that starts important conversations on road safety.”

 

Ms Tayler said while the new phase of the campaign is light-hearted and intentionally provocative, the underlying messaging is no joke, with the risks of driving unsafely around trucks truly haunting.

“Through these videos, the NHVR is showing young drivers that every decision they make behind the wheel counts, and not knowing how to safely share the road with trucks could give them more than just a fright,” she explained.

“Even a minor distraction can have devastating consequences.

“Our goal is to prevent situations where an inexperienced driver could be in a lane next to a turning truck, they pull in front of a truck too soon or they linger in a truck’s blind spot.”

A recent survey conducted by the NHVR of around 2,300 L and P licence holders revealed that 46% of young drivers had not done practical driving lessons where an instructor, parent or guardian taught them how to drive alongside trucks, and 49% weren’t aware that they should keep one lane either side of a truck free when it’s turning.

“The NHVR is committed to continuing to champion these important road safety messages through our campaigns, and while the results from our most recent survey show some improvement, we still have a lot of work to do,” she said.

“We know young voices drive meaningful change, and by working directly with young drivers on this campaign, the NHVR has been able to create road safety videos that use the language and themes they can get on board with, which we hope inspires a genuine commitment to safe driving.

“Because at the end of the day, being dead isn’t just boring, it’s irreversible.”

The campaign will be broadcast across social media including TikTok, Instagram and YouTube, meeting young drivers where they are consuming content.

For more information on the campaign and to watch the latest videos, visit: www.dontmuckwithatruck.com.au

National Heavy Vehicle Regulator
Executive Director Corporate Affairs: Michelle Tayler
Manager Campaigns: Holly Taylor
Senior Media and Campaigns Officer: Sean Carr
Social Media and Campaigns Officers: Tayte Lang and Georgie Saunders

Creative: Khemistry
Executive Creative Director: Brent Liebenberg
Associate Creative Director: Jake McLennan
Senior Art Director: Chris Connolly
Senior Strategist: Justin Cloete
Head of Production: Robbie Dodd
Client Service Director: Franc Hafner
Account Manager: Wendy Phan

Production: HAPPY.film
Director: Oliver Marshall
Producer: Clint Gough
Executive Producer: Miles Murphy

Talent:
Ben Hunter – More Banter
Grace Wriggles – Creme Management
Elijah Meincke – Synergy Management
Gabby Carbon – Who Artists