The Health and Safety Executive Northern Ireland tasked Genesis with creating a further campaign under the banner of Stop and Think SAFE, a call to farmers in Northern Ireland to adopt safer working practices. As one of the most dangerous professions in NI, farming was responsible for a growing number of fatalities; since 2000, 98 people had died in farming accidents, 14 of them due to lack of visibility. Following on from Genesis’ highly successful TV commercial for farm safety which highlighted the ‘F’ in Think SAFE, i.e. falls, created in 2013, a second TV commercial was required to focus on the ‘E’ in SAFE, i.e. equipment, in particular, the lack of all-round visibility when driving a tractor.
We created a TV commercial that ran backwards from the future to the present moment, showing how a tragic accident – and its consequences – could be avoided when the farmer stopped and thought safe. In the future, it showed the break-up of the farmer’s marriage, his relationship with his wife breaking down, the funeral of their son, then the accident itself, when the farmer accidentally reverses his tractor over his child. All this runs backwards, so that in the end, the accident has not actually happened. In the present, we see the farmer wipe clean his mirror, and in it, he can see the boy behind the tractor. The commercial ends positively – a tragic accident can be avoided if the farmer simply checks what’s behind him.
Welcoming the launch of the new advert, Health and Safety Minister Arlene Foster said, ‘This is a powerful advertisement with a hard-hitting message that challenges us on an emotional level.’ Minister for the Department of Agriculture and Rural Development (DARD) Michelle O’Neill said: ‘Farmers have told us that they need to hear powerful safety messages and there is no doubt that this ad delivers.’ This is a hugely important campaign for the farming community in NI and Genesis is honoured to be involved. The first round of tracking research will take place later this year.