WorkSafe Victoria launched a 6-week advertising campaign on 1 March to highlight how farm deaths and injuries can occur to anyone. The campaign’s message is “It’s never you, until it is”, which aims to challenge the belief among farmers and agriculture workers that a serious incident won’t happen to them.

The campaign is running across regional TV, print, radio, digital and social media.

WorkSafe Executive Director of Health and Safety Julie Nielsen said the campaign would show that experience alone does not prevent workplace incidents on farms.

“Farmers know their land and machinery like the back of their hand, but that doesn’t make you bulletproof,” she said.

“It might be easy to think that a tragic incident will never happen on your farm, but if safety is not your top priority then the chances are high that it will.

“Farmers owe it to themselves, their families, their workers and communities to always keep safety front of mind, and make it a permanent part of their daily life.”