Every day more than 3000 foreign trucks cross the borders to Norway. These drivers have little knowledge of the difficult driving conditions and other regulations in Norway, but are hard to reach as they don't trust authorities. That's why we used a truck driver's mother as the presenter of our message.
Every day more than 3000 foreign trucks cross the border to Norway. In fact, one out of three truckdrivers at Norwegian roads are foreign – most of them from Eastern Europe. These drivers have little knowledge of the difficult driving conditions, and are three times more prone to accidents. They also lack knowledge of their rights as a worker in Norway, which among other things entitle them to a minimal salary. Therefore many of them are severly underpaid.
Norwegian authorities have tried to reach out to these drivers for years. However, since the drivers often come from countries where they don’t trust authorities, they have not been listening. So, if they don't listen to us, who will they listen to?
We came up with the concept "A Truck Driver's Mother", in which a real Polish truck driver goes on an actual assignment in Norway with his mother. «The Truck Driver’s Mother» reached foreign truck drivers and their employers, through PR and social media. A whole new approach to communicate with this audience, in a way that showed that not only do we have important information for them – we care for them and want them to be safe.
The campaign quickly got the attention of truck drivers all over Europe and got featured on the largest news channels in Norway and Poland. The main campaign film was seen by more than 5.1 million within few weeks.