The Farm Safety Foundation, a charity dedicated to raising awareness of farm safety and changing attitudes towards farming safely, has reached out to TVC Group following unprecedented level of brand awareness and media interest off the back of a campaign they created for Farm Safety Week (FSW) in July.
The campaign featured an emotive film starring arable farmer James Chapman, who lost his left arm in his early 20s while working with farm machinery. James became the star of the campaign which drove behaviour change in the industry.
Farm Safety Foundation has handed TVC a new brief to maintain the momentum of the FSW campaign to create a ‘stop and think’ mentality among farmers and continue to drive a change in their risk-taking behaviours.
Farm Safety Foundation specialist, Stephanie Berkeley, commented on the collaboration: “With TVC’s help, our 2017 Farm Safety Week campaign propelled farming safety into the headlines. We have evidence that farmers are starting to make a change but too many young farmers are still admitting to taking chances with their safety. We believe peer pressure plays a big part, so by spreading the message about the importance of farm safety we can help reduce injuries and save lives.
“We’re excited to be working with TVC Group again throughout 2018 to capitalise on what we’ve achieved so far and take it to new heights.”
“We took the Farm Safety Week campaign from a small scale social media-led campaign to a fully integrated programme which helped drive awareness and behaviour change," noted James Myers, group managing director of TVC Group. "We’re looking forward to working with the Farm Safety Foundation team to grab the headlines again.”
In addition to supporting Farm Safety Week 2018, which runs in July, TVC will develop ideas around another key campaign, Mind Your Head, designed to get farmers and agricultural works to think about their mental health when working and operating machinery. Activity will kick off in February.