One message was central to the campaign: “Make The Promise. Come Home Safe”.

Phase One – We asked farmers to think about the real people who die on farms. Not statistics, but someone’s father, husband or son.

Phase Two - We launched “Make The Promise” asking all farmers to make a private promise to themselves and their families to come home safe.

To keep The Promise front of mind, we created a reminder knot for farmers to hang somewhere prominent to remind them to be careful. We mailed them to our target audience –21km of baler twine!