Taking over the airwaves with geo-targeted mental health fuel for truckies on Australia's loneliest roads.
The Challenge
Truckies are some of the most isolated workers in Australia. Every day they drive away from their friends and family, leaving them feeling alone and vulnerable. As an industry they need more mental health support than any other. The Trucking industry ranks last out of 19 sectors in Australia for mental health.
However, one of the biggest barriers to communicating with them is that they’re so hard to reach. They’re always on the road, with tight deadlines and stressful schedules.
To truly show up for truck drivers with actionable support, we needed to find a better way to connect to them. So, we targeted them when we knew they would be most responsive - while they're out on the road, alone in the cabins, listening to the radio.
The Solution
Using geo-targeted and time-based audio content 'How Ya Travellin’?' reached truckies out on the road, in the cabins. The campaign interrupted commercial radio breaks along some of Australia’s most isolated freight routes like the Eyre, Great Northern, Hume and Stuart Highways – replacing ads with tailored, time-based wellbeing tips and real stories of overcoming mental health challenges.
Hosted by beloved Australian comedian and fellow truckie Shane Jacobson, we talked to real truckies and health experts to find out what life is really like on the road away from loved ones. By pairing expert advice with lived experience, we transformed regular airtime into a lifeline for a vulnerable, hard-to-reach audience.
Geo-Targeted Radio Segments
We placed 20 geo-taregeting pins on 10 of the most isolated and lonely roads across Australia. 24 audio segments replaced radio ad breaks on the ARN network with tailored mental health and wellbeing content to the time of day. The segments tackled everything from life on the road and loneliness, to nutrition and connection.
Below are a selection of the segments played
Podcast Series - How Ya Travellin’?
The campaign extended with 8 longer form podcast episodes that truckies can download to hear the full conversations from people who have been in their shoes. The series was hosted on Spotify, iHeart Radio, Apple Podcasts and Amazon, aswell as Healthy Heads owned channels. Below are links to a couple of highlight episodes.
For the full channel on Spotify click here - How Ya Travellin’?
ADDITIONAL CAMPAIGN ASSETS & COVERAGE
ADDITIONAL CAMPAIGN ASSETS & COVERAGE
Media Coverage
Large Format and Programatic OOH
Paid Social Media
THE RESULTS
How Ya Travellin’? shows how integrated communications can deliver real-world results. By aligning earned media, on-road activation, and authentic content around a singular insight, the campaign reached one of Australia’s hardest-to-engage audiences, delivered measurable engagement, elevated HHTS’s industry leadership, and made a life-changing difference to the people who needed it most.
12 Million Reach
172 Media Items
Over 7000 Podcast Downloads.
Season 2 launched in January 2026.
Performance against brand metrics: Reached 12M+ Australians; awareness remained steady at 33% in a competitive landscape.
Change in consumer behaviour: Achieved 7,000+ downloads in five months; 7 in 10 drivers attributed the campaign to HHTS.
Brand health improvement: The perception that HHTS was "just for corporates" saw a significant 23% drop (from 67% to 44%).
Societal impact: Qualitative feedback confirmed the campaign was life-saving, with one driver stating it "stopped me from going over the edge".
Industry Leadership: HHTS became recognised as the mental health leader in transport, with coverage elevating its reputation.
