Keep Left launches new innovative mental health campaign for truckies on behalf of Healthy Heads
Truck drivers across Australia will receive vital wellbeing support when and where they need it most — out on the road — thanks to a new, first-of-its-kind mental health campaign by creative communications agency Keep Left on behalf of Healthy Heads in Trucks & Sheds.
How Ya Travellin’? will hijack radio airwaves over the next six weeks replacing ad breaks with tailored, time-based wellbeing advice and stories – delivered direct to truck drivers on some of Australia’s most isolated freight routes – including the Eyre Highway, Great Northern, Hume Highway and Stuart Highway.
The campaign uses geo-targeting technology across the ARN Network to broadcast dynamic audio content – pulled from the new How Ya Travellin’? podcast hosted by Shane Jacobson – to drivers as they pass through the area. Twenty geo-targeted pins have been dropped along more than 9,000 kilometres of isolated road in regional and remote areas of Australia.
Supported by large-format billboards and promoted across 120+ petrol stations nationwide How Ya Travellin’? delivers the right advice to drivers, at the right time — whether it’s fuelling up with quality food in the morning, having a stretch in the afternoon or winding down for sleep in the evening.
The podcast is hosted by actor, comedian and truck enthusiast Shane Jacobson who Keep Left engaged for the campaign and offers deep conversations with people from the industry, expert insights and inspiring personal stories from drivers who’ve overcome mental health challenges.
More than half a million people work in trucking, warehousing and logistics in Australia. But the industry ranks last out of 19 sectors for mental health with drivers spending long, isolated shifts away from family, friends and support.
Healthy Heads in Trucks & Sheds CEO Naomi Frauenfelder said: “We often hear from truck drivers that something small – a family worry, a stressful interaction, a moment of doubt – can spiral into something overwhelming after going uninterrupted for ten hours and a thousand of kilometers alone in the cab.
“That’s why this campaign is designed to break into those moments with simple, timely reminders that support is out there – and that even on the most remote roads, they’re not alone.”
Keep Left CEO, Caroline Catterall, said the podcast format wasn’t chosen by chance. “Research shows half of all truck drivers and warehouse workers regularly listen to digital radio and podcasts as a way to manage their mental health and feel less isolated, validating the use of audio to reach into the cab and give this highly mobile workforce moments of support and respite when on the road.”
Keep Left Strategy Director, Laura Agricola, said: “This campaign leans into the power of mates and mental resets. How Ya Travellin’? gives truckies more of this. More breaks for the brain. More check-ins from people who get it. We’re actively combatting the mental rumination that tends to occur when alone on the road, and that’s a known precursor to mental health decline.”
Blair Kimber, Executive Creative Director at Keep Left, added Shane Jacobson’s involvement in the campaign was a huge win. “Shane is the real deal. He’s got a truck and semi-trailer license and owns six trucks of his own. The final result has benefited hugely from his connection to the issue and his genuine care for the wellbeing of truck drivers.
“With Shane’s support and the strength of the whole transport, warehousing, and logistics sectors behind us we’re hoping How Ya Travellin’? sparks real change from the ground up.”
How Ya Travellin’? will be rolled out via an integrated campaign across the ARN Network, OOH! Media, JCD, QMS and Australian Truck Radio. The campaign will be further supported by earned media and social (paid and organic) and distributed through warehouse and distribution centres around the country.
The How Ya Travellin’? podcast is now available to stream on:
• Apple Podcasts HERE
• Amazon Music HERE
• Spotify HERE
• iHeart Radio HERE
The Healthy Heads App on Apple and Android
Client: Healthy Heads in Trucks & Sheds
Chief Executive Officer: Naomi Frauenfelder
Director of Industry Relations and Program Management: Melissa Weller
Communications & Marketing Coordinator: Jordan McSweeney
Creative and PR: Keep Left
CEO: Caroline Catterall
Managing Partner, Creative & Content: Johanna Murray
Executive Creative Director: Blair Kimber
Head of Copy: Joe Winter
Senior Copywriter: Ruby Gill
Junior Art Director: Tyler Cicerale
Production Lead: Ant Dinham
Strategy Director: Laura Agricola
Strategist: Harris Galloway
Strategist: Zach Edwards
Client Partner: Jessica Williams
Senior Account Manager: Annabelle Sheridan
Director of Public Relations: Tim Lele
Account Director – PR: Ryan O’Leary
Senior Account Executive – PR: Lucy Roff
Director of Digital & Planning: Larissa Thorne
Graphic Designer: Hannah Palmer
Content Executive: Giselle Lansell
Production Studio: Australia Post
Studio Manager: David Almon
Media
Woolworth/Carat
General Manager, Group Media and Media Planning: Nicole Smart
Chief Investment Officer: Georga Payne
Group Investment & Client Partner: Ewelina Jones
Senior Investment Executive, Team Supermarkets: Anthony Mirzoian
ARN Network
Senior Account Director; Susan Dickens
Group Business Director: Ashley Lush
oOh! Media
Business Manager: Madeleine Monro
JC DECAUX
Group Sales Manager: Alec Mowat
VMO
Group Sales Manager: Sean Davies
Account Executive: Meg Fitzallen-Peck
QMS
Group Business Director: Dan Tray
Account Manager Max Hope
Research Agency: The Research Department
Founder & Department Head: Joel Vermaas
Founder & Department Head: Matthew Sandwell
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