01 — Project details
The Alabama Trucking Association needed to attract new drivers and technicians while changing how people viewed the industry. I helped shape messaging for “Real Faces of Alabama Trucking,” a statewide campaign that highlighted real workers and their pride in the profession.
My role focused on turning industry insights into clear, authentic copy across channels, video scripts, digital ads, educator toolkits, and a recruitment site. The storytelling helped double web traffic in three months and generated more than 500 training inquiries, giving the campaign momentum to expand statewide.
