VicRoads ‘Road to respect’ campaign tries to build bridges between car drivers and truckies

A truck kitted out with games and information is going on a tour of Victoria to encourage more respect between car drivers and truckies.

Minister Terry Mulder and assistant commissioner Bob Hill inside the truck

“Ultimately, our aim is to shift driver and rider behaviour so that all road users – big or small – are treated with the respect they deserve on Victoria’s roads,” said VicRoads s director of Vehicle Management and Safety, Don Hogben.

The Road to respect campaign was unveiled by Minister for Roads Terry Mulder and assistant commissioner Bob Hill.

The campaign also uses a dedicated websiteFacebook page and blogger outreach strategy to drive awareness and event attendance.

The agencies behind the campaign were Melbourne’s Icon.Inc and sister PR firm,, who won the business after a pitch involving two others agencies on the VicRoads Marketing Services Panel.

The winning idea was based on the notion that the best way to change drivers’ behaviour was to get them to experience the road from a truckie’s perspective. CEO, Joanne Painter said: “The Road to Respect semi trailer is a combined moving billboard, experiential education centre and PR magnet designed to activate awareness as it travels through towns and cities across Victoria.”

The campaign will run from 4 September to 4 November, involving 10 stops across the state.


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