Worksafe launches Safer Farms programme and awareness campaign via Clemenger Wellington

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0025-MBI-Safer-Farms-800x1176px-FAem.jpgThe 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 has launched the Safer Farms programme.

In support, Clemenger BBDO, Wellington, has developed an awareness campaign. The campaign 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?’

Says Philip Andrew, executive creative director, Clemenger BBDO, Wellington: “By talking to farmers, we learned that close calls on the job are common. Most freely admitted they were the result of cutting corners.

0025-MBI-Safer-Farms-800x1176px-FAem2.jpg“New Zealand farmers are all too familiar with that unsettling feeling that comes from only just getting away with it and, for a while at least, they’re more careful. This campaign presents seemingly innocuous situations in a sinister light to remind farmers of those close calls. If we’ve done our job right, it should get them taking more care, more often.”

The campaign drives viewers through to saferfarms.org.nz, a website where farmers can set up a safety plan by answering simple questions about the type of farm they have, the region they live in, and the people they employ. The website was developed by Touchcast.

Says Chris Green, senior marketing Advisor, WorkSafe: “The ads do a great job of encouraging farmers to look at something they look at every day 0025-MBI-Safer-Farms-800x1176px-FAem3.jpgin a different light.”

WorkSafe

Senior Marketing Advisor: Chris Green

Programme Manager Agriculture: Al McCone

GM Communications: John Tulloch

Clemenger BBDO

Executive Creative Director: Philip Andrew

Art Director: Tony Haigh

Writer: Dan Moth

Director of Print: Scott McMillan

Account Director: Claudia Zwimpfer

Account Manager: Mia Freeman

Account Executive: Matt Barnes

Photography: Steve Boniface

Retouching: Geoff Francis

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