To mark the start of Farm Safety Week, the Farm Safety Foundation, a charity dedicated to raising awareness of farm safety and changing attitudes towards farming safely, has launched an emotive film, devised and captured by TVC Group, to warn people about the dangers of the industry.
The film features James Chapman, who lost his left arm in 2005 while working with farm machinery. The reel sees him attending his daily tasks while a poem is recited in the background about the monotony of his routine.
The poem repeats that this life goes "on and on and on" and ingrains the fact that nobody else can fill the boots of a farmhand. The film closes with the camera zooming out to reveal the speaker's arm is missing.
Group managing director of TVC Group, James Myers, explained: “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."
Farm Safety Week runs from 24 to 28 July and is now in its fifth year.