The agricultural industry holds the unenviable record of having the highest death toll and injury rate among New Zealand industries. In 2014, 20 lives were lost on New Zealand farms, and many more farmers were badly injured. To start bringing these numbers down in 2015, WorkSafe launched the Safer Farms programme.
In support, we developed an awareness campaign that asks farmers to take a second look at everyday situations. Seemingly mundane imagery is made ominous with a moody photographic treatment and leading headlines that ask farmers, ‘Is today the day?’
The ads do a great job of encouraging farmers to look at something they look at every day in a different light.Chis Green, Senior Marketing Advisor – WorkSafe