Farming is a unique industry with significant occupational health and safety (OHS) challenges; it is unique because it is a blend of rural culture, working at home often with children in the workplace, isolation from social services, self-reliance and independence. It is important for the OHS advice provided and promoted to offer the most effective health and safety advice. Many farming organisations provide this information and do it well. New Zealand’s Safer Farms appears to have good intentions but may have missed the mark with their latest video.