The Maine Motor Transport Association (MMTA) has seen a labor shortage throughout the years and with over 84% of Maine communities depending on trucks for goods, something needs to change. This time, in order to attract a new demographic of drivers, they came up with a groundbreaking idea: TikTok
TikTok is a staple in GenZ culture and MMTA knows that. Their new video campaign, “Go. Your Way”, shows an episodic vlog of what trucking is really like and what the benefits are. They are confident this is the new way to grow the trucker workforce on top of traditional allures like signing bonuses and starting salaries of up to $80,000.
Check out the video campaign here: link