The six-week advertising campaign launches this week across regional television, print, radio, digital and social media channels.
The campaign's key message - "It's never you, until it is" - aims to challenge a common mindset among farmers and agriculture workers that a serious incident won't happen to them.
Emotional story telling targets owner-operator farmers, their workers and families, to bring home the cost of not taking a safety-first approach.
Agriculture remains one of the state's most dangerous industries, with 24 people dying as a result of on-farm workplace incidents in the past three years.
Last year alone, 424 people working in agriculture, or about eight people every week, were injured seriously enough to make a worker's compensation claim.
WorkSafe Executive Director of Health and Safety Julie Nielsen said the campaign would show that experience alone does not prevent workplace incidents on farms.
"Farmers know their land and machinery like the back of their hand, but that doesn't make you bulletproof," she said.
"It might be easy to think that a tragic incident will never happen on your farm, but if safety is not your top priority then the chances are high that it will.
"Farmers owe it to themselves, their families, their workers and communities to always keep safety front of mind and make it a permanent part of their daily life."
The campaign is part of a wider push to shift attitudes around farm safety under WorkSafe's Agriculture Strategy 2020-23.
The strategy sets out how WorkSafe will engage with industry to drive change and encourage a mindset that farm workplace deaths and injuries are preventable, not inevitable.
It focuses on high-risk hazards such as machinery, livestock and chemicals and will collaborate with industry to improve the safety of vulnerable employees, including migrant and seasonal workers.
The strategic approach also includes collaborative education programs, new guidance and targeted compliance and enforcement activities.
Common sense the key to farm safetyNews
16 Jul 2018
Farmer dies in tractor incident near MansfieldNews
24 Jul 2018
Egg farm fined $230,000 following fatalityNews
13 Jul 2018
Child dies in farm incidentNews
02 Jan 2019
Hop grower fined $130,000 after worker dies in trailer fallNews
16 Apr 2019
Challenge to quad bike safety notices withdrawnNews
26 Jun 2019
$150,000 fines imposed after deadly duck farm fallNews
08 Jul 2019
Farm hand killed while tree fellingNews
11 Jul 2019
Fruit company fined for sliced finger incidentNews
08 Aug 2019
WorkSafe investigates farm deathNews
28 Oct 2019
Man killed on family farmNews
09 Jan 2020
Two deaths in tragic weekendNews
10 Mar 2020
Farm worker dies in silo collapseNews
23 Mar 2020
Farmer crushed by livestockNews
30 Mar 2020
Take a break to fight farm fatigueNews
24 Jul 2020
Crushed arm leads to $30,000 fine for tomato farmNews
15 Sep 2020
Farm worker electrocutedNews
13 Nov 2020
Don’t let summer on the farm turn to tragedyNews
16 Dec 2020
Trio convicted after worker’s deathNews
23 Dec 2020
Teams take safety message to Goulburn Valley growersNews
08 Feb 2021