MUSE Silver

2022

Respect the Drive

Entrant Company

Centerline Drivers

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Country / Region

United States

Truck drivers are the unsung heroes of our daily lives. Without drivers, essential goods wouldn't make it into our homes. In 2020, truck drivers got a huge amount of recognition as essential workers who were basically keeping the economy and supply chain moving. In 2021, drivers still had that respect – but the industry’s driver shortage remained at an all-time high. Centerline Drivers launched Respect the Drive to honor the amazing work these road heroes do each day and attract drivers to the industry.



Respect the Drive is a driver-focused cultural movement, thanking drivers for their hard work and dedication to the industry and highlighting what makes truck driving great.

Respect the Drive is more than a catchphrase. It’s about celebrating milestones, telling stories and attracting drivers to the industry. It gives a behind-the-scenes look at why truck driving is an essential industry and why truck drivers should be celebrated. With the driver shortage affecting the industry and continuing to grow, Respect the Drive aims to illustrate the importance of the work and show the appreciation that people across the country have for trucking and truck drivers.

In addition to producing content illustrating the importance of drivers to the country, Respect the Drive also spotlights drivers on the Centerline website and celebrated drivers throughout September with contests, rewards and recognition.



The campaign began with marketing materials and blog posts and expanded to discussions with drivers, contests and features. It is an open-ended program that will continue to recognize drivers for the hard work they do and what they do on and off the road.

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