Oct 01 2024
Generation Logistics takes to the streets to challenge perceptions of the industry
The ground-breaking awareness campaign Generation Logistics has continued to challenge perceptions of the sector this month, by taking its message directly to thousands of people in another first for the logistics sector.
Using mobile AdVans – the first time that such a medium has been used to promote roles within the sector – Generation Logistics’ messages about the opportunities available for those seeking a career in the industry were delivered directly to the campaign’s target audience in Leeds, Manchester and Nottingham over three days. And as the campaign’s Programme Director, Bethany Windsor explains, the tactic challenged people to reconsider their preconceptions about a career in logistics as they went about their daily lives:
“We know from our research that young people, in particular, know little about careers in logistics, so we needed to shake up their thinking and make them reevaluate what our sector has to offer. Putting messages out on the streets, right under the noses of those we want to attract, was a bold move, but an opportunity we cannot afford to miss when the sector’s skills shortage represents a real opportunity for young people.”
Using bold, eye-catching and futuristic designs, the AdVans were seen by almost 60,000 people during the three-day period, with research showing that consumers on the street spent 80% longer viewing the vans than they would traditional out of home advertising. And as Mrs Windsor continues, this is all part of the campaign’s strategy to be challenging and provoke discussions among its target audience:
“We know that, as a sector, we are overlooked by many people who either don’t know or don’t care about what we do, despite the value that we bring to everyone’s life, every day. Using tactics like the AdVans means we can really explore the depth and breadth of the sector and encourage people to re-evaluate the opportunities that our sector can provide for lifelong careers. This attitude is already bearing fruit for our sponsors, with 40% of those applying for roles with them saying they are now aware of the campaign and its messages – but there is still much to do. Read more
Source: LOGISTICS UK