Respect the Drive, Centerline Drivers’ driver recognition and retention campaign, won a Silver MUSE Creative Award in the Integrated Marketing category.
Respect the Drive celebrated truck drivers, who are the unsung heroes of our daily lives. Without drivers, essential goods wouldn't make it into our homes. In 2020, truck drivers got a huge amount of recognition as essential workers who were basically keeping the economy and supply chain moving. In 2021, drivers still had that respect – but the industry’s driver shortage remained at an all-time high.
Centerline Drivers launched Respect the Drive to honor the amazing work these road heroes do each day and attract drivers to the industry. Respect the Drive is a driver-focused cultural movement, thanking drivers for their hard work and dedication to the industry and highlighting what makes truck driving great.
Respect the Drive is about celebrating milestones, telling stories and attracting drivers to the industry. It gives a behind-the-scenes look at why truck driving is an essential industry and why truck drivers should be celebrated. With the driver shortage affecting the industry and continuing to grow, Respect the Drive aims to illustrate the importance of the work and show the appreciation that people across the country have for trucking and truck drivers.
This is the first time Centerline Drivers has won a MUSE Creative Award. The MUSE Awards are hosted by the International Awards Associate (IAA), who aims to promote excellence in various creative and design industries by providing professionals a platform to compete against their peers. The competition received more than 6000 entries.