Britain’s road haulage industry is in crisis. 50,000 drivers are needed to fill vacancies and keep the nation’s economy moving. The Road Haulage Association has been campaigning for government support to help train young drivers but needed help reaching potential new recruits. With Dunlop as partner we developed lorry side, a website and press ads to reach British Touring Car Championship fans and ex Army personnel, which portrayed a career in HGV driving as heroic. Our creative has lived on well beyond its original recruitment purpose as it has been taken to Parliament and other lobbying occasions.