Safe Farm: The impact of an Iowa public information campaign

The Safe Farm public information campaign made farm safety messages available to a diverse audience of Iowa farm operators and their families. The impact of this public information campaign was measured by baseline and follow-up telephone surveys of 460 Iowa farm operators. The baseline survey showed that farm operators relied heavily on local media for farm safety information and cooperative extension services. The follow-up survey measured significant improvements in farm operators' safety awareness, concern and behavior based on three indices composed of scales common to both surveys. The multiple regression analysis conducted based on a causal model indicated that the safety improvements could not be statistically attributed to the campaign.