A HARD PILL TO SWALLOW?
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Recent news that the makers of the Yorkie Bar are to drop truck drivers from its advertising campaign probably created few raised eyebrows in the road transport industry/'Stuff and bloody nonsense," says our old friend Joe Soap Haulier. "I mean, my drivers never look like that."
He's right of course. And too close for comfort. On television the Yorkie driver was clean cut, hard-working and considerate. In short he had all the virtues of the legendary "Knight of the Road."
But why all the fuss over a chocolate bar? The answer is less to do with what's for sale than how it's being sold. According to the makers of Yorkie, truckers no longer qualify as popular "folk heroes".
They never were—but the fact that the professional image makers are no longer prepared to peddle that myth to millions of opinion holders should set alarm bells ringing. The image of road transport has always rested in the hands of a minority. Unfortunately it's a minority which collects all the wrong kind of publicity; be it for overloading, speeding or failing to main tain their vehicles.
Yet despite all that here was a food manufacturer prepared to sustain an advertising campaign offering an extremely positive, albeit romantic image of road transport. That manufacturer, which presumably uses trucks to carry its products, now no longer wants to do that. This may say much about how badly the image of road transport is doing. "Public image! This country would grind to a halt if it wasn't for trucks," snorts Joe.
He's right—but wrong to think that the average shopper is anything more than indifferent as to how the food got on the supermarket shelf. The only time the Great British public stops to consider road transport is when there's a major crash on the motorway or when the BBC reports that "A lorry has overturned on the M6." The fact that these are isolated incidents—as are the recent cases of investigations into livestock hauliers (see Industry News) doesn't count. What does is public opinion and perception. And while the Great British public's opinion and perception of road transport might be based on ignorance, misinformation or outright hostility it nevertheless sets the stage for legislative con trols on the industry. It won't need many more animals dying in the back of a truck (whether or not it's a British registered truck) before an outraged public demands a ban on international livestock transport. Who knows? This Government may just go for it.
Unless the authorities are prepared to really get tough with the lawbreakers, rest assured the image of road haulage will continue to decline. And while events such as Commercial Motor Truckfest can show road transport at its best, it's down to every operator in the country to improve the industry's image. AS irritating as they may have been the Yorkie bar ads at least painted a positive picture of road transport. Clearly it's one that the public no longer seems willing BsmE Business Magazine Editor to swallow.