The initiative will harness TikTok's reach of 2.4 million monthly active users in Ireland, combined with Agri Aware's trusted expertise in agricultural education. The collaboration, launched in advance of the National Ploughing Championships, 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.
The new initiative builds on the success of Agri Aware's 'Sowing Wellbeing in Every Field' campaign first launched in October 2024 with backing from the Department of Agriculture, Food and the Marine (DAFM). Speaking at the launch, Minister of State at the DAFM, Michael Healy-Rae said: "I am very proud to be here today to launch this partnership between Agri Aware and TikTok for the National Ploughing Championships 2025. Farming is an immensely important, yet challenging and stressful occupation and the safety, health, and wellbeing 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 Wellbeing 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 campaign is prominent Irish #FarmTok creator, Fiona Bergin (@Fionaberginx), 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.
The campaign will feature prominently at this year's National Ploughing Championships, where it will reach thousands of farmers, agricultural professionals, and communities from across the country in person. This activation forms part of TikTok’s presence at Ireland's largest agricultural event and will serve as a launching pad to gather survey insights from the farming community, which will be shared with the Department of Agriculture, Food and the Marine (DAFM) to inform future farm safety initiatives and policy development.