Abstract
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.