Farming has been rated as Australia’s second most dangerous worksite. This is scary because it’s also one of the few that has young children onsite. Dairy Australia lacked a central resource digitally, but just creating another website wasn’t going to push the needle on such a wide spread cultural issue.
Reducing work-related fatalities occurring on farms was set as a primary aim by Dairy Australia as a result. However this means getting individuals who are practicing farming and agriculture, including their families and colleagues, to understand the inherent dangers.
To make broad sweeping behavioural change, we knew that we had to find the right drivers of change. There are already a range of great programs that work to change the thinking of school children in schools through analogue programs and activities. Could you take these resources and transform them into something digital that could be widely spread and easy to scale?