Farming was the most dangerous industry in Northern Ireland and the numbers of accidents and deaths were increasing. The Health and Safety Executive for Northern Ireland asked us to create a hard-hitting multi-media campaign that would get farmers to stop and think safe, before starting any job.
Farmers, especially older farmers, knew they took risks on the farm in terms of ‘short-cuts’ to save time, money and effort. However, they didn’t just risk their own lives or health, they risked everything they knew and loved. We created a multi-media campaign, spearheaded by a TV commercial that ran backwards in time, from the future, showing the farm for sale, then the farmer’s family struggling with bills, then selling off the livestock, right back through the farmer’s accident to the moment when he made the fateful decision to take the short cut. Then we posed the question, ‘Is it worth the risk?’
In the year following the campaign there was a 66% decrease in the number of farmers killed in Northern Ireland. Dr Bryan Monson, Deputy Chief Executive, HESNI commented, ‘I am convinced that the campaign and the excellent work by Genesis has contributed to people being alive today.’ The campaign won 2 IPA Best of Health Awards and was shortlisted for a Drum Award.