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Ads target public view

2nd November 1995
Page 7
Page 7, 2nd November 1995 — Ads target public view
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Which of the following most accurately describes the problem?

by Lee Kimber • A 1150,000 advertising campaign is being launched to make the public change its negative view of trucks.

A video, leaflets in petrol stations, and logos and freephone information numbers on trucks will be used to ram home the message that trucks are not as bad as they're painted by some environmentalists.

The campaign is being organised by the Freight Transport Association and the Road Haulage Association—they are also collaborating on a new industry code of practice.

The campaign follows FTA criticism of the Lorries, Your Lifeline campaign for being ineffective (CM 9-15 March).

The latest effort, known as the Transport Image Campaign,

aims to brighten the image of all forms of freight as well as road transport.

John Guttridge, the FTA's external affairs director, says: "The campaign is set against the current political background where there is no love for the movement of freight."

He says small hauliers will have a role to play and promises that the first signs of the campaign should be evident in a pilot exercise by the end of the year.

The video is expected to stress to drivers the importance of courteous driving and keeping strictly within the law.


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