Opportunities presented through the use of social media and social media Influencers in Strategic Farm Safety Communication Campaigns
|Title:||Opportunities presented through the use of social media and social media Influencers in Strategic Farm Safety Communication Campaigns||Authors:||Heaney, Colin; Buggy, Conor J.||Permanent link:||http://hdl.handle.net/10197/13067||Date:||Jan-2022||Online since:||2022-08-17T11:55:20Z||Abstract:||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:||Journal Article||Publisher:||Elsevier||Journal:||Safety and Health at Work||Volume:||13||Start page:||S257||End page:||S257||Keywords:||Farm occupational safety and health; Social media influencers; Attitudes towards farm OSH||DOI:||10.1016/j.shaw.2021.12.1553||Language:||en||Status of Item:||Peer reviewed||Is part of:||Abstracts of the 33rd International Congress on Occupational Health 2022 (ICOH 2022) 6–10 February 2022||ISSN:||2093-7911||This item is made available under a Creative Commons License:||https://creativecommons.org/licenses/by-nc-nd/3.0/ie/|
|Appears in Collections:||Public Health, Physiotherapy and Sports Science Research Collection|
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