Brisbane, Australia – As fatalities and serious injuries on Australian farms continue climbing, Farmsafe Australia is turning to behavioural marketing in an attempt to shift long-entrenched attitudes across the country’s agricultural sector.
The organisation has appointed Havas Red Brisbane to lead two integrated national campaigns in 2026 focused on reducing on-farm risks and improving safety awareness ahead of National Farm Safety Week.
The appointment comes at a time when Australia’s farming industry is under growing scrutiny over workplace safety standards, particularly in regional communities where machinery incidents, vehicle accidents, fatigue, and child-related injuries continue to drive disproportionately high fatality rates.
Rather than relying solely on compliance messaging, the campaigns will focus on behavioural change and cultural influence—an approach increasingly adopted across public safety communication in Asia-Pacific, from road safety to mental health awareness.
The work will combine communications strategy, social content, creative storytelling, and stakeholder engagement aimed at farmers, families, and the broader agriculture industry.
For Havas Red Brisbane, the account adds to a growing agribusiness portfolio as agencies compete more aggressively for regional and purpose-led briefs beyond traditional metropolitan consumer brands.
The agency has previously worked with agricultural and food-sector clients including Norco and Nutrafruit.
“Farmsafe Australia plays a critical role in improving safety outcomes for farming communities across the country,” said Nicole Streete, Executive Director at Havas Red Brisbane.
“We’re proud to partner with them on two national campaigns designed to drive meaningful awareness and behavioural change at a time when the industry is facing serious challenges,” Streete said.
“Our experience across agribusiness, combined with a strong integrated offering puts us in a unique position to deliver work that cuts through and connects with regional audiences,” she added.
The campaigns will support National Farm Safety Week, one of the sector’s most prominent annual awareness initiatives.
“National Farm Safety Week continues to be one of the most important opportunities we have as an industry to stop, reflect and reset the standard we want to see on Australian farms,” said Stevi Howdle, Executive Officer at Farmsafe Australia.
“These campaigns matter because they create conversations that reach beyond compliance, into culture, leadership and the everyday decisions that shape what’s considered normal on [the] farm,” Howdle said.
“We’re excited to see the first campaign, ‘Show ’em How It’s Done’, build momentum and engagement across the industry as it comes to life in new and impactful ways during National Farm Safety Week,” she added.
The appointment also reflects the broader evolution of regional communications work in Australia, where agencies are increasingly expected to combine earned media, creator partnerships, community engagement, and digital storytelling within a single campaign structure.
Havas Red operates offices in Brisbane, Sydney, and Melbourne as part of the wider Havas Village network.
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