BBH Barn entry

Brief
You see a sign on the back of a truck. It says “How’s my driving?” There’s a phone number. You ring it. What do you say?

Insight
HGV drivers experience significantly higher rates of physical and mental health issues than the general population, yet their wellbeing is often overlooked in an industry focused purely on performance and delivery.

Approach
Flip a familiar piece of road signage to shift attention from vehicle performance to driver wellbeing. By subverting the expected message, the campaign invites the public to reconsider what really matters – not how the vehicle is being driven, but how the driver is doing. The aim is to spark empathy, raise awareness, and encourage small but meaningful moments of human connection.

Execution
The standard “How’s my driving?” message on the back of lorries is altered to read “How’s my driver?” alongside real, hard-hitting statistics about HGV driver wellbeing.

All executions are unified under the campaign line #RoadsideSupport, turning every passing lorry into a moving awareness trigger and conversation starter.


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