Opportunities presented through the use of social media and social media Influencers in Strategic Farm Safety Communication Campaigns
17T11:55:20Z August 2022
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.
Type of Material
Safety and Health at Work
Status of Item
Abstracts of the 33rd International Congress on Occupational Health 2022 (ICOH 2022) 6–10 February 2022
This item is made available under a Creative Commons License