Generation Logistics takes to the streets to challenge perceptions of the industry

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 Bethany Windsor, the campaign’s Programme Director and Head of Skills Policy at Logistics UK, 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. 

“Rome wasn’t built in a day, as the saying goes, and with so many other career paths competing for the attention of talented young recruits, it is vital that we keep communicating with our target audience, so that logistics remains front and centre in their career considerations.

"Otherwise, other, perhaps better-known, sectors will swoop in and grab the attention of our potential recruits. We hope that as many businesses as possible from right across the profession will come on board to make our third year of activity our biggest and best yet, allowing us to continue to innovate and challenge: is your organisation Generation Logistics?” 

To find out more about becoming a sponsor for the Generation Logistics campaign, please email: generationlogistics@logistics.org.uk  

Published On: 03/10/2024 13:40:00

Comments Section

If you are a Logistics UK member login to add comments.