Clemenger gets in behind farm safety

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Clemenger BBDP Wellington has developed a Safer Farms campaign that aims to reduce deaths and injuries on NZ farms. Workplace health & safety regulator WorkSafe NZ says the agricultural industry holds the unenviable record of having the highest death toll and injury rate among New Zealand industries.

In 2014, 20 lives were lost on New Zealand farms, and many more farmers were badly injured. WorkSafe wants to reduce those numbers in 2015.

Clemenger’s awareness campaign asks farmers to take a second look at everyday situations. Seemingly mundane imagery is made ominous with a moody photographic treatment and leading headlines that ask farmers, ‘Is today the day?’

“By talking to farmers, we learned that close calls on the job are common,” said ECD Philip Andrew. “Most freely admitted they were the result of cutting corners.

“New Zealand farmers are all too familiar with that unsettling feeling that comes from only just getting away with it and, for a while at least, they’re more careful. This campaign presents seemingly innocuous situations in a sinister light to remind farmers of those close calls.

“If we’ve done our job right, it should get them taking more care, more often.”

The campaign drives viewers through to, a website where farmers can set up a safety plan by answering simple questions about the type of farm they have, the region they live in, and the people they employ. The website was developed by Touchcast.

WorkSafe senior marketing advisor Chis Green said: “The ads do a great job of encouraging farmers to look at something they look at every day in a different light.”



Senior Marketing Advisor: Chris Green
Programme Manager Agriculture: Al McCone
GM Communications: John Tulloch

Clemenger BBDO

Executive Creative Director: Philip Andrew
Art Director: Tony Haigh
Writer: Dan Moth
Director of Print: Scott McMillan
Account Director: Claudia Zwimpfer
Account Manager: Mia Freeman
Account Executive: Matt Barnes
Photography: Steve Boniface
Retouching: Geoff Francis
Website Developer: Touchcast

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