The effect of an Iowa public information campaign, Safe Farm, on agricultural safety was examined. The campaign, targeted at 104,000 agricultural workers and their families, utilized radio and newspaper announcements and fact sheets. A total of 460 Iowa farmers were interviewed in 1991 before the campaign releases and in early 1993 after the campaign releases. The farmers surveyed worked an average of 37 years in farming. Most were high school graduates. Typically, farmers exerted an on farm work effort of 91.3% and an off farm work effort of 26.7%. Nearly all of the 460 farms had crops, and most had livestock as well. On average, farmers received 59.7% of their income from farming. Of the farmers interviewed, 95% received safety information from newspapers and magazines, 82% from radio, 77% from television, 59% from Iowa State University (ISU) Extension publications, and 33% from ISU Extension staff. As determined by safety indices, farm safety awareness, concern, and behavior were significantly higher in 1992 than in 1991. The injury index averaged 0.64 in 1991 and 0.10 in 1992. Compared to information obtained from dealers, producers, and suppliers, information obtained from the media led to significant increases in farm safety concern. However, based on statistical analysis, few safety effects were unequivocally related to the Safe Farm campaign. The authors conclude that the significant improvements in farm safety observed between 1991 and 1992 may not be related to the Safe Farm media campaign. Improvements in study design and measurements may result in a more definitive outcome.