SA Power Networks has launched a new advertising campaign aimed at reducing the risk to farmers from powerlines on rural properties.

On average there are more than 20 incidents on farms each year where powerlines are struck by vehicles. There also are countless near misses and incidents where work is done far too close to powerlines.

The new campaign, which is being launched to coincide with the beginning of the sowing season, focuses on the issue of ‘inattentional blindness’ a psychologically recognised behaviour where people gradually don’t notice things they see every day.

“We have so much information bombarding us that our brain gets really good at reducing the input so we can focus on what we think is most important at the time,” said Paul Roberts, Head of Corporate Affairs at SA Power Networks.

“We are making thousands of decisions basically on auto pilot, and we stop noticing things that actually could kill us.

“So our campaign is about getting people engaged in actively thinking about the risk from Stobie poles which can go un-noticed on farms – with potentially disastrous consequences.”

The campaign has the simple focus on ‘what you don’t notice can kill you.’

“This isn’t about blaming farmers – it is about recognising this is how we are as humans. We want to break that cycle and ensure when working on their properties, farmers, their families and all their contractors are mindful and paying full attention.”

Paul said television, radio, press and digital advertising would take the safety message to all parts of regional South Australia as the sowing season commences, with a specific focus on broad acre farming regions where most vehicle related incidents occur.

“SA Power Networks is also launching its first advertising campaign tackling issues around use of high vehicles such as tipper trucks around powerlines,” Paul said.

In producing this campaign, a big thanks to our brand strategy and creative partner NATION Creative, production company Visualizm, production partners Mattrixx Audio and Alex Robertson Photography, and to Ramsey Bros. and Spry Civil Construction Murray Bridge for their valuable assistance.

You can watch the television adverts here: What you don't notice can kill you - farm safety campaign

Learn more about: Farm Safety and Look Up and Live