Farmers are 2% of Victoria's workforce and over 14% of its workplace fatalities. The old approach was fear. After years of it, farmers had stopped listening, and safety had become a chore. Scaring people wasn't going to change that. We needed a better reason for them to change, and a way to earn back their trust. So we flipped the question. Instead of what safety costs you, we showed what it gives back. Turns out it pays you back in more ways than one.