Heavy vehicle driver training in Quebec : an example of social marketing.

This paper discusses the social marketing approach used by the trucking and bus industry in Quebec, Canada to demand professional recognition and ask the government to exercise tighter control over their activities. A forum called CAMO-ROUTE was set up to put employers and employees on an equal footing for discussion and action. This performed an assessment of the industry and analysed the duties and training needs of employees. The industry agreed to help to manage government-run training schools and to organise recruitment programmes. After four years, CAMO-ROUTE had succeeded in creating a new mentality and seeking professional status for drivers.