Mack, Baylor Trucking, Minn. and Tenn. associations win ‘Good Stuff’ awards

The award is named in honor of the late Mike Russell, a trucking industry supporter and media official who helped develop the “Good stuff. Trucks Bring It.” campaign as vice president of public affairs for ATA.

The Trucker News Services

10/27/2011

ARLINGTON, Va.— The American Trucking Associations recently named recipients of the fifth, annual Mike Russell “Good Stuff” Trucking Image Award at its annual Management Conference and Exhibition held in mid-October in Grapevine, Texas.

This year four industry ambassadors received the award, including motor carrier honoree Baylor Trucking Inc., of Milan, Ind.; industry supplier honoree Mack Trucks of Greensboro, N.C. as well as the Minnesota Trucking Association and the Tennessee Trucking Association, both of which won the state association award.

“As an industry, it is important that we highlight trucking’s essentiality,” said ATA President and CEO Bill Graves. “These award recipients have gone above and beyond to promote trucking’s role as the backbone of the American economy.  They are all dedicated to enhancing the industry’s image.”

The Baylor Trucking campaigns focus on having the public understand how safe and important the trucking industry is, Graves noted, adding that the carrier’s campaigns include a partnership with Susan G. Komen for the Cure, where they are in the process of decaling five trailers branded “Driving for a Cure,” an extensive National Truck Driver Appreciation Week campaign and a social media campaign where the carrier promotes its drivers and its safety records. 

Mack Trucks reminded everyone that trucking and America go hand in hand while appearing on the show Undercover Boss, Graves said.

In making the award, ATA officials said Mack Trucks took the opportunity, while celebrating 50 years of powertrain assembly in their Hagerstown, Md., plant, to highlight trucking across the state of Maryland. Whether contributing to organizations like the Bethesda Fisher House, volunteering at Skills USA, or transporting a mock space shuttle to Cape Canaveral, Fla., Mack is immersed in communities across the U.S., ATA said, adding that Mack’s support of National Truck Driver Appreciation Week along with their strong support of highway safety and the Share the Road program put the trucking industry in a positive light.

The Minnesota Trucking Association developed a three-part image campaign to enhance the image of its membership.

ATA officials said the Minnesota organization leveraged a state shutdown to bring an unprecedented level of positive awareness to the trucking industry, making MTA a household name.

The Minnesota association successfully inoculated the media against running negative safety statistics by increasing execution and coverage of safety events, and took a proactive approach in generating ongoing positive media not only for the association, but for their members as well. Their Image Task Force created an Image Idea Guide for their member companies’ use. 

The image campaign of the Tennessee Trucking Association focused on changing public opinion that trucks are not barriers to their existence but providers.

ATA officials noted that the Tennessee group talked to Tennessee citizens, the media and legislators, working closely with organizations across the state to ensure they have a seat at the table.

The Tennessee association pioneered a partnership with the Tennessee Department of Safety to do 10 roadside inspections throughout the year and utilize the Tennessee Road Team to advance highway safety.

“Good stuff. Trucks Bring It” is an industry-wide campaign aimed at improving the image of trucking. By emphasizing the relevance of trucking to all aspects of American society, the image campaign presents the public with a positive, modern image of the professional driver and industry. Everything we use comes by truck. “Trucks Bring It” is how the industry informs the public of its importance. For more details go to www.trucksbringit.com.