Feasibility and fidelity in applying media advocacy principles as an implementation strategy: lessons from the National ROPS Rebate Program expansion

Pamela J Milkovich; Andrew Johnson; Aaron Yoder; Willard Downes; Karen Funkenbusch; Tawnie Larson; Ed Brokesh; Brandi Janssen; Jackie Curnick; Julie A Sorensen

doi:10.1186/s12889-025-23642-y

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Feasibility and fidelity in applying media advocacy principles as an implementation strategy: lessons from the National ROPS Rebate Program expansion

Journal article

Open access

Peer reviewed

Feasibility and fidelity in applying media advocacy principles as an implementation strategy: lessons from the National ROPS Rebate Program expansion

Pamela J Milkovich, Andrew Johnson, Aaron Yoder, Willard Downes, Karen Funkenbusch, Tawnie Larson, Ed Brokesh, Brandi Janssen, Jackie Curnick and Julie A Sorensen

BMC public health, Vol.25(1), 2407

07/08/2025

DOI: 10.1186/s12889-025-23642-y

PMCID: PMC12235783

PMID: 40629313

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https://doi.org/10.1186/s12889-025-23642-yView

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Abstract

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. 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. This study ultimately demonstrates low fidelity to the principles of media advocacy due to the context within which the study was attempted. 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.

Agriculture

Feasibility Studies

Mass Media

United States

Accidents, Occupational - prevention & control

Consumer Advocacy

Humans

Details

Title: Subtitle: Feasibility and fidelity in applying media advocacy principles as an implementation strategy: lessons from the National ROPS Rebate Program expansion
Creators: Pamela J Milkovich - The Northeast Center for Occupational Health and Safety: Agriculture, Forestry, Fishing, 1 Atwell Road, Cooperstown, NY, 13326, USA. pam.milkovich@bassett.org
Andrew Johnson - The Northeast Center for Occupational Health and Safety: Agriculture, Forestry, Fishing, 1 Atwell Road, Cooperstown, NY, 13326, USA
Aaron Yoder - University of Nebraska Medical Center
Willard Downes - University of Missouri
Karen Funkenbusch - University of Missouri
Tawnie Larson - Kansas State University
Ed Brokesh - Kansas State University
Brandi Janssen - University of Iowa
Jackie Curnick - University of Iowa
Julie A Sorensen - The Northeast Center for Occupational Health and Safety: Agriculture, Forestry, Fishing, 1 Atwell Road, Cooperstown, NY, 13326, USA
Resource Type: Journal article
Publication Details: BMC public health, Vol.25(1), 2407
DOI: 10.1186/s12889-025-23642-y
PMID: 40629313
PMCID: PMC12235783
NLM abbreviation: BMC Public Health
ISSN: 1471-2458
eISSN: 1471-2458
Publisher: BioMed Central; LONDON
Grant note: 5R01OH011668 / NIOSH CDC HHS
Language: English
Date published: 07/08/2025
Academic Unit: Public Health Administration; Occupational and Environmental Health; Injury Prevention Research Center
Record Identifier: 9984847147702771

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