Safety truck gets a wrap

The Volvo ATA Safety Truck has been delivering its safety messages in its custom-built trailer since 2008, travelling 60,000km and reaching 33,000 people annually via truck shows, festivals and school visits.

But the previously green Safety Truck is now black, and the cute animations are gone.

“The previous Safety Truck design had been connecting with audiences since 2013,” ATA Chair Geoff Crouch said in his welcoming speech at the ATA’s Technology and Maintenance Conference this week.

“The new campaign will specifically target 16 to 25-year-old drivers and vulnerable road users, as they’re the ones who are over-represented in crash statistics. We will use an attractive, evidence-based exhibition and campaign to engage these drivers, riders and pedestrians.

“Extensive research has shown the truck’s neon colours and cartoon graphics aren’t the right approach for this target audience, so we decided it was time for a change,” he said.

The redesign process officially began in September, when the ATA engaged creative agency Hard Edge to take on the project. In the weeks following, the team developed a sleek and clean design that will be featured on the Safety Truck throughout the redesign process.

The interim wrap was sponsored by 3M and the wrap was applied by Rice Graphic Images in Wodonga.

“The interim wrap opens the conversation that the Safety Truck is changing and brings our stakeholders and the wider community on the journey with us,” Mr Crouch said.

“The Safety Truck is still travelling around the country to visit schools and industry events. We want people to see the interim wrap and get excited,” he said.

Unfortunately though, it looks like they forgot to wrap the Volvo prime mover...