Promoting fitness
on the highway
The Be Freight Fit pilot gives heavy vehicle drivers the chance to manage rest and break times for health and wellbeing. By introducing outdoor fitness equipment at rest stops, Transport aims to support the road freight industry in delivering positive outcomes for its workforce.
The solution
Illustrate the use of outdoor fitness equipment in a clear and engaging manner. The goal is to communicate that these workouts are quick and easy, specifically aimed at the everyday driver, while emphasising key benefits such as increased energy, enhanced muscle strength, and healthy weight management, all conveyed with minimal text for simplicity.
The outcome
Clybucca north and south bound rest stops on the Pacific Highway (north of Kempsey) have been selected as the pilot sites. Since installation, the equipment has been used by truck drivers and light vehicle drivers who take advantage of the opportunity to stretch and participate in low intensity cardio.
Brochure and flyer design
Copy writing
Because there was no dedicated copywriter on the team for this project, I took it upon myself to try elevate the overarching messaging. The marketing manager and stakeholders loved my proposed copy! I created the headline “Take a load off and be Freight Fit,” which was a playful, yet purposeful phrase aimed at encouraging truck drivers to lose weight and prioritize their health (with a nod to “taking a load off”). I also noticed that each workout equated to roughly 15 minutes in total, so I decided to frame this as the “15-minute workout program” to emphasize how quick and accessible the routine was. To further support the message, I wrote the three key benefits of the workout: “Boost energy,” “Build muscle and strength,” and “Help maintain weight,” ensuring the copy was clear, motivating, and aligned with the goals of the program.
Social media design
Illustration
To accurately depict how each exercise was performed, I requested videos of the machines in use from the client. Using this footage, I created detailed illustrations that captured the mechanics of the movements, both for the users and the equipment. I adapted the same illustration for each of the 8 different exercises in the 15-minute workout plan available at truck rest stops. The character I illustrated was intentionally designed to be fit but not overly muscular, reinforcing the message that these exercises were accessible to everyone and encouraging others to give them a try.
Animation
After visually translating how the exercise equipment should be used in static form, I shifted focus to animating these movements. I brought the static illustrations to life by animating the exercises, showcasing how users interact with the equipment. This evolution resulted in an animated promotional video for social media, designed to further educate viewers on how to use the equipment and highlight its benefits in an engaging and informative way.
Client
NSW Government,
Australia
Australia
Credits*
- Department: Brand and Marketing and Creative Services
- Directors: Allison Lee, Karen Mork, Ashleigh Lane
- Illustration: Shutterstock and myself
- Animation: Myself
Deliverables
- Animation
- Copy writing
- Flyers
- Illustration
- Intranet tiles
- Online booklet
- Posters
- Social media posts
*If any credit or attribution has been inadvertently omitted, please contact me directly. It was not intentional, and I am committed to including all appropriate credits where possible. This website strives to respect all copyright and intellectual property rights. Should there be any errors or oversights, I will take immediate action to resolve them.
