Creative communications agency Keep Left has launched a mental health campaign targeting Australia's truck drivers and warehouse workers, in collaboration with Healthy Heads in Trucks & Sheds. The campaign, titled 'How Ya Travellin'?', features actor and comedian Shane Jacobson, known for his enthusiasm for trucking.

The initiative seeks to address mental health challenges faced by over 500,000 truck drivers and warehouse workers in Australia. These workers often experience high rates of mental illness, poor physical health, and chronic fatigue. The transport and logistics sector ranks last among 19 sectors for mental health outcomes in the country.

Key elements of the campaign include geo-targeted radio takeovers via the ARN Network, a podcast hosted by Jacobson, and large-format out-of-home (OOH) advertising across more than 120 petrol stations. The campaign employs geo-targeting technology to deliver dynamic audio content to drivers on remote freight routes, such as the Eyre Highway, Great Northern, Hume Highway, and Stuart Highway.

The 'How Ya Travellin'?' podcast is accessible on platforms including Spotify, Apple Podcasts, Amazon Music, and iHeart Radio. Healthy Heads in Trucks & Sheds, a not-for-profit foundation, focuses on improving mental and physical wellbeing in the road transport, warehousing, and logistics industry.

The campaign is supported by earned media, social media (both paid and organic), and distribution through warehouse and distribution centres across Australia. It will run for six weeks, aiming to provide mental health support directly to drivers on the road.

Naomi Frauenfelder, CEO of Healthy Heads in Trucks & Sheds, highlighted the campaign's purpose: "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." She added, "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."

Caroline Catterall, CEO of Keep Left, noted the importance of audio in reaching the target audience: "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."

Laura Agricola, Strategy Director at Keep Left, explained the campaign's approach: "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, praised Jacobson's involvement: "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." Kimber also expressed hopes for the campaign's impact: "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."