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Published on: February 19, 2021
Feasibility and fidelity in applying media advocacy principles as an implementation strategy: lessons from the
Pamela J Milkovich1, Andrew Johnson2, Aaron Yoder3
1The Northeast Center for Occupational Health and Safety: Agriculture, Forestry, Fishing, 1 Atwell Road, Cooperstown, NY, 13326, USA. pam.milkovich@bassett.org.
Background:
To increase tension for change and encourage adoption of policies supporting health and safety practice, media advocacy employs a grassroots approach to raising awareness of issues. Allies and authentic voices are strategically engaged to share messages about social issues and the policies that can remedy them.
Methods:
Given its success in other areas of public health, this study aims to trial media advocacy as a method of implementing ROPS Rebate Programs in three states with high rates of tractor overturn fatalities. This manuscript focuses on a process evaluation of the media advocacy campaign.
Results:
This study ultimately demonstrates low fidelity to the principles of media advocacy due to the context within which the study was attempted.
Conclusions:
Despite these results, this study provides a clearer picture of the contextual issues states face in attempting to adopt and implement agricultural safety and health programs, such as the National ROPS Rebate Program.
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