Giti Tire (USA) joined other trucking industry leaders and celebrities this month in sponsoring Mediaplanet’s “Empowering Our Female Truck Drivers” campaign to recognize the hard work and commitment of professional female truck drivers.
The month-long campaign, which kicked off on in conjunction with National Truck Driver Appreciation Week (September 9-15), involves a print ad campaign in USA Today (in the Houston, Dallas, Nashville, San Francisco, Cincinnati, Chicago, St. Louis and Kansas City markets) with an estimated readership of 750,000. A comprehensive social media campaign is also delivering this important story across the nation.
Main campaign topics are centered around safety, health, driver recruiting and retention, driver appreciation, fleet management and telematics.
“Giti Tire is proud to recognize the thousands of talented women drivers who tackle one of America’s most important and demanding jobs,” said Armand Allaire executive vice president of commercial sales for Giti Tire (USA) Ltd. “It is critical for this industry’s future to actively support women who are already involved and encourage others to join.”
According to the American Trucking Association, the trucking industry generated $676.2 billion in revenue in 2017 and carries 70 percent of all freight tonnage. While there are over 3.5 million truck drivers in the United States today, the industry needs to hire about 900,000 more drivers to meet rising demands. Only about six percent of the truck driver population is female.
Giti Tire partnered in the campaign with Mediaplanet, a content marketing company that specializes in advocacy and awareness campaigns. Other campaign partners include Women in Trucking Association, American Trucking Associations, Truckload Carriers Association, US Department of Transportation, Lisa Kelly of the History Channel’s Ice Road Truckers, and Johnelle Hunt, co-founder of J.B Hunt. In addition to Giti Tire, other corporate and celebrity sponsors include Daimler Trucks, Mack Trucks, TravelCenters of America, Averitt Express, Shell, Phillips 66, and former NASCAR driver Danica Patrick.