When the number of trucks in NSW involved in fatal crashes almost doubled from the previous year, WorkCover asked Peach to develop a road safety campaign aimed at truck drivers. Peach devised an original strategic approach that spoke to truckies within their own working environment. We created a compilation CD - featuring classic 'driving songs' from the likes of Jimmy Barnes and Johnny Diesel - that truckies could enjoy while helping them keep alert on the road. The music tracks were interspersed with safety messages about managing and recognising the signs of fatigue. The free CDs were handed out at more than 80 heavy vehicle depots. 

The targeted campaign also included restroom posters at truck stops along major truck routes, and advertorials in trade magazines such as Big Rigs and Truckin' Life.