Three percent of Victorians work on farms and yet 30% of workplace deaths or injuries occur on farms. Redhanded was asked to develop an activation that educated farmers about the importance of safety and led to behavioural change.
Design and deliver a multi-year activation across 8 marquee country football and netball games (titled ‘WorkSafe Game of the Month’) per season to drive awareness and engagement with the WorkSafe message.
Using behavioural nudges, the execution encourages country football patrons to make safety pledges to help improve farm safety in their community. We used a number of tactics including AFL and Netball Ambassadors, merchandise, large format interactive displays, a key note community lunch, marquee, integrated social media, community video content and a microsite driving engagement.