US: Illinois-based Point Ready Mix will launch new branding for its concrete mixer trucks featuring the 988 Lifeline phone number and the suicide prevention slogan You Matter Big Time!! from April 2025. The message jointly targets workers at building sites and the general public, especially those using main roads.
Local press has reported that Point Ready Mix President David LaPointe said "Our trucks are travelling locally all the time. In a way, we’re interacting with everybody driving through traffic. There could be a person sitting at a stoplight who needs to see it." He continued “The construction industry has been hit especially hard by this dilemma. They’re finding it’s a combination of long, unpredictable hours and time away from home. There are many struggles in construction. Most families know somebody [affected by suicide]."
