Justin O’Donnell is remembered as a tireless advocate for safer roads and stronger industry practices.
He passed away on Tuesday 23 September 2025.
O’Donnell began his career with 3M Australia in 2010 and served in the company’s Transportation Safety Division for 13 years, leaving in 2023.
During that time, he was instrumental in introducing and promoting 3M’s reflective and conspicuity tapes – high-intensity markings that improve the visibility of heavy vehicles.
O’Donnell worked closely with the Victorian Transport Association (VTA) and its members, delivering detailed presentations and hands-on training sessions on the benefits and correct application of reflective technologies.
Many road transport operators, including FBT Transwest, adopted the technology as a result of his guidance and passion.
“Justin played a pivotal role in bringing and educating the industry on the safety benefits of conspic tape,” said FBT Transwest Managing Director, Cameron Dunn.
Former 3M employee, Mark Gorman, said O’Donnell’s professional approach was defined by diligence, integrity and quiet determination.
“The safer roads and stronger industry practices evident across Australia today are a testament to his tireless efforts,” he said.
“His legacy lives on every time a truck or trailer marked with conspicuity tape is seen clearly by a driver at night, and every time a family member arrives home safely.”
VTA CEO, Peter Anderson, said Justin was a terrific friend of the VTA and a strong advocate for safety.
“We are saddened by his passing,” he said.
“Justin was a regular at VTA conferences, seminars and regional forums where he spoke with passion about innovative products to improve safety for all motorists.
“We extend our sincerest condolences to Justin’s family, friends and colleagues.”
Xtreme Freight Director, Amanda O’Brien, said O’Donnell was a respected figure in the transport community.
“His contributions and presence will be deeply missed by all who had the pleasure and privilege of working with him,” she said.
“He had a warm and supportive disposition and he always encouraged me throughout challenging times.
“His dedication and commitment left a lasting impact on many.
“My thoughts and heartfelt condolences go out to Justin’s family, friends and loved ones during this incredibly difficult time.”
