advertising – SafetyAtWorkBlog

A traditional farm safety campaign with tweaks

For the last few years, farm safety has been dominated by arguments over the safety of quad bikes. Squabbles continue in Australia, but that topic is largely over, and many are returning to a broader and more contemporary approach to health and safety in farming.

It looks like WorkSafe Victoria has begun to roll out its farm safety ambassadors with Catherine Velisha on the cover of a recent edition of Stock and Land newspaper and in a Youtube video. This is supported by a full article on page 3 with an additional article in a glossy supplement provided with WorkSafe’s support.

The article is a blend of promotion for Velisha’s farm management training company and media releases from WorkSafe Victoria. The occupational health and safety (OHS) statistics are new but not very different from previous statistics. Middle-aged men continue to be a feature of the fatality statistics, and 58 on-farm deaths happened in 2020, the same as the year before. Quad bikes have been a major factor in those deaths.

OHS is “… more what you’d call ‘guidelines’ than actual rules.”

Occupational health and safety (OHS) may not be a common subject in the mainstream media but there is plenty of political discussion on the topic in Australia’s Parliament.

The current (conservative) federal government seems very slow to accept and respond to recommendations from official inquiries that it sees as a secondary political priority, such as sexual harassment and workplace health and safety. The hearings of the Senate’s Education and Employment Legislation Committee on March 24 2021, were, as usual, enlightening.

WorkSafe Victoria intends to change the farm safety culture

WorkSafe Victoria has launched a new campaign about health and safety on farms. Safety and health in this sector needs constant promotion as high rates of death and serious injury persist. The latest video campaign deserves a broad audience and hopefully is pushed heavily on television in rural areas and through local newspapers (what’s left of them) as these media continue to be major influences.

Farming is one of the hardest industries in which to achieve tangible change in occupational health and safety as discussed only recently on this blog. This latest campaign is fresh and looks good but the message is confusing if, as WorkSafe Victoria claims, the aim is to affect cultural change in the agriculture sector. The video takes a narrow focus on the male farmers implying they are the major cause of injuries. (Gender is a sensitive issue in farming, even though the statistics show older male farmers continue to be at high risk of injury) There is a little bit of “blame the worker” which is contrary to most strategies for cultural change.

Clues to the “new normal” of work

The COVID19 pandemic has devastated many countries but it has also created business opportunities. Recently workplace IT company Skedulo released a whitepaper about the new work normal. The document is essentially a marketing strategy but there are some hints about workplace change that may be of interest to occupational health and safety (OHS) advocates and professionals.

We’ve got Industrial Manslaughter laws, now what?

So, Victoria now has Industrial Manslaughter laws. Now what? Within days of the activation of these laws a worker died at the Thales worksite in Bendigo. This location is covered by the Federal Work Health and Safety laws, but this has not stopped social media from mentioning Industrial Manslaughter. It seems now that every work-related death will be assessed through the IM lens. It may be that the threat of jail should always have been the starting point for occupational health and safety (OHS) penalties and investigations but initial responses to the IM laws have been mixed, and some seem to be more interested in what, in the past, has been a sideline to the IM discussion – deaths, in work vehicles, suicides and industrial illness.

From a spark to a flame

The recent employment data for Australia shows record levels of unemployment due, largely, to COVID19. People are out of work and are seeking jobs in areas and occupations with which they are unfamiliar, and we know that new workers are at a high risk of injury. But “safe jobs” has rarely been a government priority.

Prime Minister Scott Morrison and Treasurer Josh Frydenberg held a long press conference after the release of the employment statistics on June 18 2020. Nine times the pair stressed the government’s priority was to get Australians “back into work”. Safe and healthy jobs were never mentioned. One could argue that occupational health and safety (OHS) was not part of the economic discussion on that day (it never is) but there is an equal argument to say that the inclusion of either adjective “safe” and “healthy” could create a cultural change in Australian workplaces, a cost-reduction strategy for Australian businesses and an increased quality of life and improved social cohesion for all Australians.

Expert advice

If you like what you read and could use Kevin to advise your company on workplace health and safety, review your safety management system, provide second opinions or produce thoughtful safety-related content exclusively for you, email him or contact him though his LinkedIn profile….

Share this:

Share this:

Share this:

Share this:

Share this:

Share this:

Share this: