Our award winning multi-platform digital campaign for the Health & Safety Authority aims to reduce farm accidents through a hard hitting “peer to peer” approach. Our digital strategy focuses on targetting farmers directly online and encouraging engagement and an open discussion of farm safety issues.Core video content features farmers who have experienced life changing accidents telling their own stories. These emotive videos are promoted across YouTube, Facebook and via banner advertising on relevant farming websites. A goal orientated campaign microsite encourages farmers to take further action - by taking part in safety training or filling out a risk assessment. Television sponsorship stings for the weekly agricultural television series Ear to the Ground for RTE and additional advertising on the RTE Player ensured a wide reach to the farming community. Winner of the IVCA Clarion Award for Strategic Communications in the Public Sector and the Guild of Agricultural Journalist's Award for Strategic Communication.