Cullimore Group partners with Mandata and RHA to cultivate improvements in driver mental health

Mandata, a leading transport management software provider, in collaboration with the Road Haulage Association, has launched ‘The UK’s Kindest Town’ campaign with the ambition to promote acts of kindness, community spirit and mental health awareness across the road haulage industry in the UK.

‘The UK’s Kindest Town’ campaign strives to cultivate a more compassionate attitude towards HGV drivers by encouraging individuals, businesses, and organisations in local towns to put their kindness on display, in a bid to be awarded the title of ‘The UK’s Kindest Town’. The primary objective of the campaign is to create a more positive experience for HGV drivers, on the roads and at delivery centres. Lorry drivers often spend long hours on the road away from their families and loved ones and the campaign aims to showcase how acts of kindness can make a significant difference on their mental and emotional well-being.

The campaign invites road hauliers to vote for their favourite towns where they have come across exceptional displays of kindness towards them. By completing a brief questionnaire covering various criteria of their experiences within these towns, such as access to amenities, parking, and the kindness of the local people during one-to-one interactions or on the town’s surrounding roads, they will have a chance to win a £2,500 holiday voucher or a weekly (individual) £100 Amazon voucher. In addition, HGV drivers can compete for a £500 Amazon voucher by crafting a creative social media post highlighting their chosen town.

The Kindest Town campaign aims to not only highlight the tremendous impact that acts of kindness can have on HGV drivers but also to raise awareness of why it is important to demonstrate kindness and support towards them. Drivers play a critical role in delivering nearly every consumable item required to keep the economy going, and yet few realise just how mentally challenging the job can be.

Sandra Pretorius, Chief Marketing Officer at Mandata Group, said: “The search for the UK’s Kindest Town, as voted for by road hauliers, is all about reminding the public that sometimes the smallest acts of kindness towards HGV drivers can have a tremendous impact on not only their mental health, but on everyone who witnesses acts of kindness on the roads and at delivery sites. Kindness begets kindness, but every chain reaction requires a spark. It is our hope that this campaign will be the inspiration that reignites random acts of kindness in towns all across the country.”

Richard Smith, Managing Director at RHA said: “The RHA are thrilled to collaborate with Mandata on ‘The UK’s Kindest Town’ campaign. This campaign represents a significant step forward in promoting acts of kindness, community spirit and mental health awareness across the road haulage industry in the UK. By shining a light on the importance of demonstrating support towards HGV drivers, we hope to create a more compassionate attitude towards them and make a real difference in their lives. We are proud to support this initiative and we look forward to seeing the positive impact it will have on the industry and the wider community.”

Moreton Cullimore, at Cullimore Group said: “Cullimore Group are excited to support the Kindness campaign in finding which UK town supports the haulage industry and its hard-working drivers. We’re are hopeful a town in the Cotswolds features highly!”

The winning town will be announced on 25th of July across social media channels and will receive a prize package worth £10,000.

Voting is open to all road haulage business owners, traffic planners and HGV drivers and entries can be submitted here until midnight on the 14th of July. You can also get involved with the conversation online by using the hashtag #KindGiants.

You can join businesses like Cullimore Group by getting involved and support the kindness movement. Find out everything you need to know about becoming a Premier Partner or Kindness advocate here, or email our team at