Agriculture remains one of the state’s most dangerous industries, with 24 people dying as a result of on-farm workplace incidents in the past three years.
A confronting farm safety campaign for WorkSafe Victoria challenges the belief that serious incidents only happen to others. Farming involves high-risk hazards such as machinery, livestock and chemicals and vulnerable employees, including migrant and seasonal workers.
Through emotional storytelling across TV, radio, print, digital and social, the campaign targeted farmers, workers and families to highlight the human cost of not prioritising safety.
The work formed part of WorkSafe’s broader Agriculture Strategy, helping shift attitudes around preventable deaths and injuries in one of Victoria’s most dangerous industries.
