#FarmTok campaign aims to save rural lives
Susan Moss, head of public policy and government relations, TikTok Ireland, minister of stateMichael Healy-Rae, and Agri Aware chairman Shay Galvin. Picture: Vicky Comerford
TikTok and Agri Aware have joined forces to drive awareness of farm safety and farmer wellbeing challenges through Ireland's thriving online #FarmTok community.
The initiative will harness TikTok's reach of 2.4m monthly active users in Ireland, and will focus on three critical areas: physical safety risks around machinery and livestock; well-being and physical health; and building stronger networks within farming communities.
This approach recognises that farm safety extends beyond just physical hazards to encompass the mental health challenges facing rural Ireland.
Speaking at the launch, minister of state Michael Healy-Rae said: "Farming is an immensely important, yet challenging and stressful occupation and the safety, health, and well-being of our farmers is of paramount importance. That’s why earlier in the year, in April, my department launched an open call for projects focused on this topic.
"Agri Aware’s ‘Sowing Well-being in Every Field’ campaign directly complements the work of our department, and I am delighted that they are collaborating with TikTok to deliver this campaign directly to farmers and their families, but also the wider public using the platform every day.
"This campaign will deliver practical tips and best practice advice to farmers about how to protect themselves on the farm and look after their physical and mental health, and there’s no doubt that TikTok will have a real impact on the reach and impact of these messages to everyone in the farming sector.”
At the heart of the new campaign is prominent Irish creator Fiona Bergin, whose authentic farming content has attracted almost half a million TikTok followers.
Working closely with Agri Aware's educational insights, Fiona will create and share dedicated farm safety and wellbeing content for the farming community that will be amplified on TikTok.
Commenting on the initiative, Susan Moss, TikTok Ireland's head of public policy and government relations, said: "Rural communities are at the heart of Ireland's culture, and TikTok is proud to support Agri Aware in putting farm safety and wellbeing to the forefront.
"By amplifying the voices of our #FarmTok creators, and engaging our #FarmTok community, which has more than doubled to 1m posts since last year, we hope to encourage open conversations on farm safety and help strengthen farming communities nationwide."
Agri Aware chairman Shay Galvin added: “Our hope is that these stories will encourage conversations among farmers who may be struggling, while giving them the confidence and tools to overcome their challenges.
"We are grateful to TikTok for helping us connect with the farming community through their platform. We look forward to engaging with farmers at the National Ploughing Championships and gathering valuable insights on farm safety and overall well-being.”
