RABI co-sponsored this year’s Farm24 with Morrisons. The nationwide campaign celebrated British farming and the people behind it.
Throughout the 24 hours, farmers and farm workers shared an honest view of their working day. RABI used the campaign to highlight farm safety, preparedness and wellbeing.
Alongside celebrating the people behind British farming, the campaign also created opportunities to share practical information that can help keep farming people safe.
Here are some of the highlights.
Supporting preparedness with FarmersAid
Farm24 provided an important opportunity to raise awareness of farm safety and emergency preparedness. Serious on-farm accidents can happen in an instant, and FarmersAid provides structured guidance during the critical moments that follow.
On Farm24, Farmers Guardian shared a social media video featuring RABI’s Director of Services, Caron Whaley, who encouraged everyone spending time in rural areas, including dog walkers, to download FarmersAid. She emphasised that the app is designed to support people to take the right actions during the first critical minutes of an emergency, helping improve outcomes while emergency services are on their way.
On YouTube, Farm24 ambassador Tom Carlisle, known as the Dales Farmer, took part in the FarmersAid First Response Wheel with RABI’s Events and Marketing Coordinator, Georgia Helme. The activity prompts participants to consider how they would respond in the first moments of an on-farm accident, reinforcing the importance of preparation and encouraging people to download FarmersAid before an emergency happens.
RABI also featured on The AG Show on YouTube, with Caron Whaley highlighting the importance of building greater awareness and understanding of farming. She spoke about the importance of recognising the pressures facing farming people, the professional support RABI provides and why farming’s contribution to communities across the UK should be recognised and valued.
Farm24 special: 24 hours in farming and the real stories behind British agriculture
Simple steps to prepare
People working on or visiting farms can take two practical steps:
- Download the free FarmersAid app from the App Store or Google Play.
- Explore the app’s guidance and preparation content before an incident occurs.
The free FarmersAid app does not replace calling 999. Instead, it provides clear, step-by-step guidance while emergency services are on their way, helping reduce hesitation and support better first decisions under pressure.
Farming people shared their stories
Farming people across England and Wales shared their stories throughout the campaign. Thank you to everyone who tagged RABI, joined conversations about farm safety and wellbeing or proudly shared their #Farm24 placards alongside their sheep, cows and goats.
Looking ahead
Farm24 provided an opportunity to celebrate farming people while encouraging conversations about safety, preparedness and wellbeing.
If you or someone you know in the farming community needs practical, financial or emotional support, call RABI’s free, confidential 24-hour helpline on 0800 188 4444.
The FarmersAid app is free to download from the App Store and Google Play.
Looking ahead
Farm24 provided an opportunity to celebrate farming people while encouraging conversations about safety, preparedness and wellbeing.
If you or someone you know in the farming community needs practical, financial or emotional support, call RABI's free, confidential 24-hour helpline on 0800 188 4444.
The FarmersAid app is free to download from the App Store and Google Play.
