The Wisconsin Division of Public Health and the State of Maine Bureau of Health collaborated on a 12 state mercury awareness project. The primary goals of this initiative were to evaluate mercury sport fishing advisory awareness among women of childbearing age and assess the methylmercury exposure among this subpopulation. The project, which was conducted between December 1998 and December 1999, involved a randomized telephone survey of 3015 women of childbearing age and hair mercury analyses for a subset of 414 women. While 92% of these women had consumed fish or shellfish during the past year, less than one third (29%) of them had eaten any sport-caught fish. More than two thirds of the women who consumed sportfish were not aware that their state had issued fish consumption guidelines to protect against methylmercury exposure. Hair mercury levels ranged from 0.005 to 4.62 ppm and were positively correlated with recent fish consumption rates (P<0.0001). Women who ate sport-caught fish did not have significantly higher hair mercury levels than others (mean 0.51 vs. 0.48 ppm). Among women who ate sportfish, advisory awareness had no effect on their mercury exposure. Demographic indicators associated with higher hair mercury levels included residence in northeastern USA, marital status of married, college education, annual household income greater than $75,000, and Asian race.