The transport and logistics sector is looking for people! But there’s a huge shortage in the employment market and the sector is struggling with a negative image. Sector Institute Transport and Logistics (STL) is responsible for the inflow and long-term employment of skilled people in the sector and came to us with the following request: Develop a campaign through which we can recruit at least 1,500 new truck drivers in 2018.

Campagne developed the strategy, concept and resources for this long-term campaign.

The concept

You can always find reasons not to take the next step: too little relevant experience is often an important factor. If you want to do what you enjoy, make it your job! Together with STL we went in search of potential drivers with life and work experience and a healthy dose of motivation. Experience in the sector was less important. The campaign focused on people currently working in other sectors, with a secondary vocational education diploma, who were between 25 – 50 years old. People who no longer enjoyed their work and wanted to do something else.