Insight: Lorry drivers are quitting their jobs after becoming tired of being ‘treated poorly’. Drivers believe they should be treated with more dignity by the public and the government. The result of the shortage of drivers has been critical, as items from medicines to all types of food are running out.

Challenge: How do you try to change the perception of lorry drivers? How do you raise their profile? How do you support and encourage drivers to stay?

Idea: Dear lorry driver, thank you for your service.