Advertising for children.
In New Zealand, the transport industry is more than just businesses with trucks and trailers.
It is a tight-knit community of hardworking individuals that pass on their skills and knowledge to their families and friends – from generation to generation.
The New Zealand Trucking magazine features a kids’ magazine called “Little Truckers Down Under”. This year, we’ve had the pleasure of working with TR Group to put together advertising that resonates with both the adult and children readers of Little Truckers.
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TR Group is a proud supporter of I AM HOPE and its cause to raise mental health awareness and provide free counselling sessions to Kiwi kids. The first advert is focused on spreading hope and simply being kind to others – a timeless message that everybody needs a reminder of. With this comes a nod to mental health awareness in kids as they navigate the early stages of their lives.
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The second Little Truckers advert focused on the environment and how every single human in the world has a responsibility to keep our home habitable for generations to come. It has easy tips for sustainability that any kid or grown-up can follow – while simultaneously showcasing the hard work TR Group does in their commitment to a sustainable transport future. This is important because the children who read this will be the ones driving fuel-alternative vehicles.
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The next ad focuses on the connection between generations of truckies and how extraordinary a career in transport can be. TR Group is a company that prides itself on its people, and what better way than to ‘start them young’. This ad communicates how dreams can turn into reality and a career doing what you love, surrounded by the trucks you love, is a possibility.
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This takes us to the latest ad, paying homage to the truckies who deliver everything we have – from toys to food and everything in between. This showcases how trucks affect everyone’s life, bringing a sense of gratitude towards these big rigs and their drivers. It’s important to deliver this message for kids to be aware of how essential trucks really are. Often they’re seen as mere vehicles, but really, they are vessels that keep the world moving.
The Little Truckers Down Under adverts for TR Group has been a delight to work on, and we have another one on the horizon. We are grateful to TR Group for allowing us to do what we love as they communicate to kids and adults alike, empowering children to have the right mindset about the industry while waiting for their turn to take the wheel.