Opportunities presented through the use of social media and social media Influencers in Strategic Farm Safety Communication Campaigns

Introduction: This study assessed whether social media could be utilised to target and influence younger farmers to encourage behavioural change and lower incidences of accidents in the sector. Materials and Methods: Working students in the sector (n=309) were invited to an anonymous online survey composed of 32 attitudinal behavioural questions across four themes: attitude towards farm OSH; influence of social media and influencers on farm OSH; most popular media formats; and most preferred media apps to utilise in an Agri OSH campaign. Results: 107 students participated. 56% considered OSH important on their farms, with 16% having previously been personally affected by a farm accident. 78% were motivated by an agricultural social media influencer while 74% reflect on their own practice after seeing unsafe farm behaviour on social media. Snapchat (35%), Tik Tok (33%), Facebook (25%) and Instagram (16%) were found to be the most popular apps used by participants. 67% stated agricultural social media influencer videos as being the most effective in communicating farm OSH risk. 54% of participants found OSH videos uploaded by other social media users as being most effective way to change behaviour as opposed to 61% and 47% respectively, who stated official written guidance and photos were least effective. 59% agreed that social media is an effective tool in communicating farm OSH messages to young farmers. Conclusion: Social media / influencers present an opportunity for collaboration with agricultural stakeholders who have an interest in OSH to encourage behavioural change within a wider strategic farm safety campaign.