New Zealand’s trucking industry is not shy of raising awareness about issues affecting its people – and society at large – with many companies using their trucks as mobile billboards to get people thinking and spark conversation about tough subjects. With a recent flagship addition to its fleet, Dirtworks has placed prostate and testicular cancer awareness front and centre.

It’s amazing how often embarking on a simple journey can lead one down a path to greater things. When general manager Lewis Morgan and director Iydden Wood of Whenuapai-based Dirtworks began a renewal programme for its 18-strong fleet in 2023, they couldn’t have imagined that a year later, they’d be supporting a greater cause.

“We had a real mixed fleet. It was unmatched, looked awful and didn’t show our size or uniformity. So we embarked on a programme to refurbish and paint all the bins and partnered with local signwriter Dr. B Signage and Branding in Westgate to create a cool, modern livery,” explains Lewis.

“But some trucks were around six or seven years old, and maintenance was increasing while utilisation was decreasing. So, in June 2023, we picked up our first new Fuso Shogun 510, put it in the new livery and loved how it looked. In November, we bought the second, and in February, the third. We saw real benefits from them, driver feedback was great, and it started changing our reputation as well,” he says.

This success led Lewis to place an order with Shannon Pelser at Keith Andrews for four more Shogun 510s, though one would later be changed to an Arocs – something that had a bit more presence and would be able to make a bit more of a statement…

Having previously worked with Barry Hart, Lewis was inspired by Barry‘s passion and the anti-bullying messages Hart Haulage has used its trucks for. “I thought, ‘What can we do better with the new trucks? How can we use them to better something?’” he says.

The answer hit him in conversation with one of the Dirtworks team members. “He had a mate that had cancer symptoms for a long time, but being a bloke did nothing about it, and before he knew it, he was told he was past any point of return. I pondered on it and reached out to the CEO of Prostate Cancer Foundation NZ, Peter Dickens. He jumped at the chance to partner with us and get a message out to the industry.

“In conversation with Peter, he spoke about testicular cancer as well. Prostate cancer tends to hit the older generations, and testicular the younger guys … Our driver fleet is around late-40s, average age, and our tip site crew averages in their mid-20s.”

“The issue of taking time to be proactive with your health when on the road is really hard. The importance of taking care of yourself and being aware of the risks is an incredibly important conversation,” says Peter.

With the wheels in motion, everything began to fall into place, Lewis says. John Avison at Steel-Force Pukekohe, who Lewis says had done a stellar job on the Shogun bins, Darryl Blom from Dr. B, and Keith Andrews Trucks all got behind the project and helped to make it a reality.

Making a statement, spreading a message.

The messaging currently on the Arocs is an interesting story, too. “Peter’s team sent me artwork for it, and we were just about to press print. I was on LinkedIn and saw the foundation had put out its September appeal, ‘Say something blue to help a mate through.’ I thought, that would really stand out, so we asked if we could pinch it. Darryl created the design, and that’s what we’ve gone with to start. It’s a perfect message with the truck going on the road before September,” Lewis explains.

The plan is to run the livery for six or seven weeks and then revise it to something a little more permanent, speaking to the foundation itself. “It’s a cost we’ll take onboard; it’s worth it for what it is,” Lewis says.

Though it’s only just gone on the road, Lewis says the Arocs has so far been very well received. “I kept it quiet for a while. I wasn’t sure at first how everyone would take it. But I was blown away by the response. There hasn’t been a bad word said about it, only positive.”

The man tasked with spreading the message in the course of his daily work is Steven Paul. A truck driver of 30 years, Steven has been with Dirtworks since 2020, and in that time, has proved himself to be just the man for the job.

“Whenever we put a new truck into the fleet and we choose the driver for it, we look at the way they behave on the road, their pre-starts, attendance, attitude … it’s never on a tenure basis. Steve is a man of few words, but he goes about his business in the right way,” says Lewis.

“We were in the yard, and I told him what we were doing, and he went quiet for a moment. I thought, ‘Okay, he’s trying to figure out how to turn it down,’ but he was actually taking a moment to process it because he has family that is going through prostate cancer right now.

“After a few seconds, he said, ‘Yeah mate, it would be an honour to drive it.’”

Having driven a wide variety of trucks both locally and in Australia, including the series 1 and 2 Actros, Steve says his new Arocs is one of the nicest trucks he’s driven. “Dirtworks is a good crowd, and I pay them respect back and keep my trucks in top condition. After 30 years, I’ve got a lot of friends still out on the road; they’re going to get a shock when they see me driving this! It is going to get noticed, it’s pretty ‘out there’. For sure, we need more of this out there, men especially are afraid to talk,” Steve comments.

“My father-in-law just finished dealing with prostate cancer. He’s all clear now. When Lewis told me, I thought, with him going through it, it’s been a bit scary. And my dad died of cancer, uncles have had it, and there have been other cancers in the family. So I had no worries about it … why not put the message out there?”

As Lewis says, the more you speak to people, the more you come across people with a connection to cancer. “We talk about six degrees of separation, but this is more like two degrees. But you don’t pick up on these issues until you’re made aware of them. By nature, our industry is heavily male, and they’re in that risk age bracket. So that truck, no matter what job it’s on, will reach an audience where it might just encourage someone.”

Peter adds: “There are a lot of men affected in the transport industry. Through this initiative, Dirtworks is helping us provide services to those men and their families. We just might save lives.”

Says Lewis: “It’s great to be part of something bigger than us. I’m immensely proud of it.”

HELP A MATE THROUGH

Other than skin cancer, prostate cancer is the most commonly diagnosed cancer in New Zealand, and testicular cancer is the most commonly diagnosed cancer in male teens and young men aged 15 to 39, according to Prostate Cancer Foundation NZ and Testicular Cancer NZ.

The Blue September fundraiser campaign aims to get Kiwis to say, or do, something blue, to help a mate through. Head to: blueseptember.org.nz to get involved, or make a $3 donation by texting BLUE to 2449.

For additional information on detecting, dealing with and beating prostate and testicular cancer, head to prostate.org.nz and testicular.org.nz.