TikTok and Agri Aware have launched a major farm safety initiative ahead of next week's National Ploughing Championships in Tullamore, Co Offaly.

The partnership will raise awareness of growing farm safety challenges among TikTok's #FarmTok community and its 2.4 million monthly active Irish users.

The campaign will feature prominently at this year's Ploughing, which is taking place from 16 to 18 September, where it aims to reach thousands of farmers, agricultural professionals and communities from across the country in person.

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At the heart of the campaign is prominent Irish TikTok 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.

Dangerous occupation

Farming remains Ireland's most dangerous occupation, with fatal farm incidents this year already reaching 2024 levels.

Over the past decade, vehicles and machinery alone have accounted for approximately 51% of all farm fatalities in Ireland, according to recent Health and Safety Authority data.

The collaboration will focus on three critical areas: physical safety risks around machinery and livestock; wellbeing 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 at the Department of Agriculture Michael Healy-Rae said: "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.”

Head of public policy and Government relations at TikTok Ireland Susan Moss 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 chair Shay Galvin has said that this campaign is hugely important, as the three topics it highlights pass the door of many, if not all farm families.

"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 wellbeing," he said.