WorkSafe Victoria has evolved its long-term culture change strategy for the agriculture sector, with the launch of ‘Safety, it does more than keep you safe.’ The new campaign marks phase three of WorkSafe Victoria’s regional safety initiative, evolving from the long-running Effie award-winning platform ‘It’s Never You Until It Is’ to a narrative focused on the tangible value of safe farming practices.
The new campaign moves beyond simply challenging farmer stigmas around safety and overconfidence. Instead, the creative reframes safety as key to a successful operation highlighting wide-ranging benefits. Featuring a cast of real farmers and shot on a number of properties surrounding the Grampians by director Justin McMillan of NB Content, the narrative demonstrates how safety and procedures deliver practical dividends in productivity, efficiency, and the preservation of a farmer’s legacy.
The campaign positions safety as more than just a financial investment, illustrating how it positively impacts the life, livelihood, and legacy of the farming community.
“Farmers get that safety is important. But for many it is perceived as a cost not an advantage, which naturally caps how desirable it is. To move the issue of safety towards providing that benefit, our campaign demonstrates how safety pays you back in more ways than just the obvious,” said Ben Fuller, director marketing and sponsorship, WorkSafe Victoria.
“It’s a privilege to be building on our long-term partnership with WorkSafe. This next chapter reframes safety not as a warning, but as an investment, connecting safe farming practices to productivity, family sustainability and legacy,” added Shane Geffen, executive creative director, HERO
The campaign features a heavy regional presence across TV, BVOD, YouTube, Print, Outdoor, Radio and Meta, supported by targeted placements at regional events and trade shows.
The new work continues to build on the Effie winning behaviour change strategy HERO initially launched in partnership with WorkSafe Victoria in 2022.
Credits:
CLIENT – WORKSAFE
AGENCY – HERO
Shane Geffen – Executive Creative Director
Andrew Woodhead – Creative Director
Kean Szczur – Senior Art Director
Roz Scrimshaw – Head of Production Ken Chan – Head of Strategy
Dan Hickey – Head of Studio/Finished Art
Richard Hayes – General Manager
Lauren Phillips – Group Account Director
Mia Shadbolt – Senior Account Manager
Shivani Mahesh – Senior Account Manager
Pania Preston – PR and Communications
PRODUCTION – NB CONTENT
Ian Kenny – Producer
Justin McMillan – Director
Aaron Mcklisky – DOP
Post Production:
The EDITORS (Shannon Michaelas) – Offline Editor
The EDITORS – Colourist/Grade
The EDITORS – Online Editor
PHOTOGRAPHY STILLS – Andrew Englisch
Ross Goddard – Retouching
CASTING – Ben Parkinson Casting
SOUND DESIGN – SQUEAK E. CLEAN – Paul LeCouter
MUSIC – SQUEAK E. CLEAN – Paul LeCouter
