The Farm Safety Foundation, a charity dedicated to raising awareness of farm safety and changing attitudes towards farming safely, has brought TVC Group on board to support on Farm Safety Week, happening later this month.
Now in its fifth year, Farm Safety Week runs from 24 to 28 July to encourage the farming community to stop and think about their safety while working on their farms.
TVC’s activity will include PR and content with a social element. The primary target being farmers and agricultural workers, aged 16 to 40, with campaign activity designed to get them to consider the risks of working in agriculture and challenge their risk-taking behaviours. The agency will drive national and regional coverage across consumer and broadcast media, with a particular focus on TV.
Stephanie Berkeley, Farm Safety Foundation specialist, commented: “We need farm safety to be in the headlines to create a ‘stop and think’ mentality. We think peer pressure plays a big part so by spreading the message about the importance of farm safety far and wide we can help prevent injuries and save lives.
“We loved TVC’s creativity and their passion for Farm Safety Foundation, combined with their realistic ideas which we can see working to help get us in front of the people that matter.”
UK farmers are among the best in the world but farming has the poorest safety record of any occupation. It remains one Britain's most hazardous industries, accounting for 1.5% of workers, but 15-20% of all worker fatalities.
In the past two years, 27 farm workers lost their lives in the workplace, and since the start of this year a total of 21 farm workers have lost their lives at work. In addition, many more people employed in agriculture have received life changing injuries as a result of a farm accident, with countless more admitting to a ‘near miss’.
Group managing director of TVC Group, James Myers, noted: “Farm safety is an extremely important, but often overlooked issue, which has far-reaching consequences for families in rural communities.
“We responded to this brief with a disruptive approach to help get this issue noticed by a whole new audience, while reinforcing the message to the existing target market. We have a lot of experience with behaviour change campaigns and are confident we can make help propel this cause onto the main news agenda and make a real difference.”
Work started on campaign activity on July 4 and runs through to the end of July.