“Human Toll” Of Traffic Congestion Highlighted In New Ad Campaign
Arlington, Virginia – The American Trucking Associations (ATA) has launched a new national ad campaign highlighting the “human toll” experienced by drivers due to the failure of U.S. policy leaders to address our worsening infrastructure.
Last week, ATA announced it was moving forward on a national multi-media campaign entitled “Road To A Better Future” to call attention to the need for America’s political leadership to begin properly funding infrastructure projects.
In conjunction with this new effort, ATA launched a website: RoadToABetterFuture.com.
“The dismal state of our nation’s roads and bridges forces the average commuter to waste 42 hours a year sitting in traffic,” said ATA President and CEO Chris Spear.
“Between time lost and the $1600 in vehicle damage and wasted gas the average American is saddled with, we are no longer at the brink – we are living in a crisis situation. The ATA is launching this campaign to highlight the very personal impact of poor roads and the urgency necessary for Congress and the Administration to take action.”
The ad, which will run in numerous television markets around the country, is titled “Life Won’t Wait” and follows three storylines: a dad trying to make it to his son’s baseball game; a mother rushing to get to a welcome home ceremony for her son, who is active-duty military; and a husband who receives a call that his wife is in labor and needs to get to the hospital.
In all three scenarios – urban and rural – the individuals are frustratingly unable to make it to these important life events due to either traffic congestion or a road being closed due to deterioration.
“What’s often missing from the infrastructure debate in Washington is the appreciation of the human toll and how the issue of crumbling roads and bridges impacts virtually every American, often with unfortunate consequences,” said Spear.
The site and the commercial encourage the public to call on their congressional representatives to take action, because “life won’t wait.”
How Much Is Congestion Costing The Trucking Industry?
In October of last year the American Transportation Research Institute (ATRI), the research partner of ATA, reported congestion cost the trucking industry a total of $74.5 billion and 1.2 billion hours of productivity in 2017.
ATRI put this in perspective by pointing out this is equivalent to 425,533 trucks sitting idle for an entire year and cost each truck on the highway an average of $6,478 throughout the year in 2016.
What Action Is ATA Pushing For?
ATA, along with its allies in America’s business and labor communities, are stepping up their calls for an increase in the federal fuel user fee to fund needed road and bridge repairs and maintenance.
While numerous state legislatures are in the process of hiking state fuel taxes to deal with their own budget shortfalls, ATA strongly believes fuel taxes must be raised at the federal level as well.
Federal fuel taxes were last hiked in 1993. The federal gasoline tax sits at 18.4 cents a gallon and tax on diesel fuel remains at 24.4 cents a gallon.
“Now is the time for our elected leaders to show the courage to do their job and properly fund our infrastructure, and our campaign aims to highlight the consequences of doing nothing,” Spear commented.