Turning Appreciation into Action

Earlier this year at the Mid-America Trucking Show (MATS), Shell Rotella invited attendees to record messages of gratitude in its “Thank-a-Trucker” studio. For each message shared, both Shell Rotella and Love’s pledged $20 to SCF — an organization dedicated to helping truckers facing unexpected financial or medical challenges.

In total, 72 heartfelt recordings were made, adding up to a combined $2,880 donation to SCF. Shell emphasized the power of turning appreciation into action: “Seventy-two voices of gratitude echoed through MATS, each one a heartfelt ‘thank you’ that turned words into action. In total, these messages generated a $2,880 donation made in honor of the hardworking people who keep the country moving.”

Spotlighting the People Behind the Wheel

The donation is being presented this week during NTDAW, along with a virtual check presentation video rolling out on social media. The video will feature thank-you messages from Shell Rotella and Love’s representatives, paired with the unveiling of the donation check, creating a shareable way to recognize truck drivers nationwide.

Julie Wright, North American brand manager for Shell Rotella, underscored the importance of the effort: “Truckers are the unsung heroes of the highway, and their sacrifices and commitment deserve our deepest gratitude. We are honored to shine a spotlight through this shared tribute to every mile, every sacrifice, and every story worth celebrating through our continuing support of SCF.”

A Gift That Makes an Impact

For drivers, this support can make a real difference. Diane Hutsell, director of philanthropy at SCF, explained: “Every donation, every thank-you message, makes a difference. Shell Rotella and Love’s Travel Stops continue to show up for drivers in a meaningful way, and this gift will help us continue our mission to support truckers in need.”

Amplifying Voices Across the Industry

To reach even more drivers, Shell Rotella partnered with trucking influencers Clarissa Rankin (@iamclarissarankin) and Tarik Al-Amin II (@tarik_alaminii). Their platforms helped amplify the project, encouraging drivers to share personal experiences and stories of gratitude that reflect the strength and heart of the trucking community.

Courtney Franklin, manager of community relations at Love’s Travel Stops, noted how the partnership reflects shared values: “It’s an honor to align with Shell Rotella in sharing a sincere thank you to the people who drive the transportation industry and economy. This partnership reflects our shared respect for drivers and our commitment to their health and success.”

Wrapping Up NTDAW with Thanks

As NTDAW comes to a close on Sept. 20, the donation and tribute video serve as reminders that appreciation for drivers shouldn’t stop once the week ends. With millions of miles traveled and countless sacrifices made, this initiative highlights the dedication of professional truckers and the importance of recognizing their role in keeping America moving.

To see the “Thank-a-Trucker” tribute video and virtual donation presentation, visit Shell Rotella’s official pages on Facebook, Instagram, and X.

Source: Shell

The post Shell Rotella and Love’s Show Gratitude with Donation to Support Truckers appeared first on Truck Drivers USA.

To encourage active participation, the American Trucking Associations (ATA) introduces themed activities that make appreciation visible and memorable throughout the week:

Monday: Burgundy and White Day

Show NTDAW pride by wearing the official colors and brightening up terminals, cabs, and office spaces. Posting photos builds enthusiasm, and recognizing the most spirited groups strengthens team culture.

Tuesday: Treat a Trucker

Offer complimentary breakfasts, snacks, or refreshments at terminals or local truck stops. Enhancements like personalized notes, branded tokens, or driver-friendly items make the gesture stand out.

Wednesday: WIM Wednesday Driven to Lead

Highlight women in trucking by supporting the Women In Motion webinar, which shares inspiring stories and insights. Activities like raffles or gift card giveaways encourage strong engagement.

Thursday: Thank a Trucker

Leaders and team members can record short appreciation messages. Sharing them internally or on social media ensures drivers feel truly recognized authentically.

Friday: Raffle and Recognition

End the week on a high note with raffles, gatherings, or informal celebrations spotlighting drivers’ contributions. A recap of the week’s highlights builds camaraderie and pride.

While the ATA framework provides guidance, true impact depends on industry-wide involvement. A Women In Trucking Association poll on LinkedIn reflected growing participation. 56% of responding companies plan to host special events this year, while about 20% will acknowledge drivers through smaller initiatives. This broad support demonstrates increasing commitment to valuing drivers across the industry.

To maximize appreciation this week and beyond, carriers can adopt practical, meaningful approaches such as:

• Writing personalized thank you notes that reference safe driving milestones or service achievements.
• Coordinating meals or social gatherings that work with varied driver schedules so everyone is included.
• Decorating terminals with NTDAW branding and colors to create a festive, welcoming space.
• Sharing driver profiles and success stories through newsletters, social feeds, or company channels.
• Offering thoughtful gifts such as comfort kits, wellness products, or gift cards tailored to drivers’ needs.
• Enhancing terminal amenities with secure parking, clean facilities, and comfortable break areas, which are especially valued by women drivers.
• Launching mentorship and leadership programs that help drivers grow professionally and feel supported.

Driving a truck is among the most demanding professions, marked by long hours, extended time away from home, and critical responsibility. While National Truck Driver Appreciation Week provides a dedicated window to say thank you, the real difference lies in consistent, everyday recognition. Small but meaningful actions combined with genuine respect build lasting trust, strengthen morale, and help drivers feel truly valued long after the week has ended.

Source: ATA, Women In Trucking

The post Celebrating the People Who Keep America Moving: How Carriers Can Celebrate Their Drivers This #NTDAW appeared first on Truck Drivers USA.