[Federal Register: April 17, 2003 (Volume 68, Number 74)]
[Notices]               
[Page 18982-18983]
From the Federal Register Online via GPO Access [wais.access.gpo.gov]
[DOCID:fr17ap03-74]                         

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DEPARTMENT OF HEALTH AND HUMAN SERVICES

Centers for Disease Control and Prevention

[60 Day-03-61]

 
Proposed Data Collections Submitted for Public Comment and 
Recommendations

    In compliance with the requirement of section 3506(c)(2)(A) of the 
Paperwork Reduction Act of 1995 for opportunity for public comment on 
proposed data collection projects, the Centers for Disease Control and 
Prevention (CDC) will publish periodic summaries of proposed projects. 
To request more information on the proposed projects or to obtain a 
copy of the data collection plans and instruments, call the CDC Reports 
Clearance Officer on (404) 498-1210.
    Comments are invited on: (a) Whether the proposed collection of 
information is necessary for the proper performance of the functions of 
the agency, including whether the information shall have practical 
utility; (b) the accuracy of the agency's estimate of the burden of the 
proposed collection of information; (c) ways to enhance the quality, 
utility, and clarity of the information to be collected; and (d) ways 
to minimize the burden of the collection of information on respondents, 
including through the use of automated collection techniques or other 
forms of information technology. Send comments to Dale Verell, CDC 
Assistant Reports Clearance Officer, 1600 Clifton Road, MS-D24, 
Atlanta, GA 30333. Written comments should be received within 60 days 
of this notice.

Proposed Project

    Youths Evaluation of Anti-Tobacco Ads--New--National Center for 
Chronic Disease Prevention and Health Promotion (NCCDPHP), Centers for 
Disease Control and Prevention (CDC).

Background

    In FY 2002, Congress mandated CDC, Office on Smoking and Health 
(OSH), to facilitate programs to prevent tobacco use among young people 
using counter-advertising targeted to young people. Demoralization and 
the reduction of tobacco use among youth and adolescents are the focus 
of six objectives in Healthy People 2010. There are no nationwide 
studies assessing the perceived effectiveness of multiple categories of 
anti-tobacco advertisements (only one nationwide study exists which 
only explores the effectiveness of one type of message). CDC is 
coordinating an effort to plan, implement, and evaluate a media 
literacy lesson plan designed to clearly communicate messages that will 
prevent tobacco use among young people. The lesson plan will be based 
on principles that have been shown to enhance success, including: 
showing messages based on research; testing messages with the intended 
audiences; involving young people in media literacy, providing salient 
reasons to not smoke; enlisting the involvement and support of teachers 
and other influencers; and tracking the lesson plan's effectiveness.
    For tobacco control efforts to continue to be successful and to 
promote the use of CDC media resources for tobacco control (Media 
Campaign Resource Center), it is critical that we understand which ads 
are perceived as most effective with the target audience. CDC planners 
are seeking a vehicle to evaluate anti-tobacco ads that are used by 
state health departments. In order to maximize the CDC's Media Campaign 
Resource Center, it is important to determine which ads should be 
promoted to the state health departments for use with their 
constituents. This understanding will facilitate any strategic changes 
and or promotions that may be necessary to increase the Media Campaign 
Resource Center's effectiveness and sustainability. The data will 
provide state health departments, the government, health education and 
communication practitioners, and committees that make recommendations 
regarding which types of tobacco prevention advertisements may be 
perceived as most likely to reduce tobacco use among youth.
    CDC proposes to use an evaluation tool with middle and high school 
students from schools across the United States. GIS mapping will inform 
the selection of approximately 200 public and private American schools. 
The data collection instrument is a paper and pencil computer scan 
sheet. Students will view 12 tobacco prevention advertisements and 
respond using a computer scan sheet. The survey will take 26 minutes to 
complete and will be delivered during school hours. CDC will support 
the cost for development, implementation, data collection, and analysis 
out of funds budgeted for these purposes. There is no cost to the 
respondents.

[[Page 18983]]



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                                                           Number of      Average burden per
           Respondents                 Number of         responses per       response (in      Total burden (in
                                      respondents         respondent            hours)              hours)
----------------------------------------------------------------------------------------------------------------
7th to 12th graders (ages 12-19)                8000                   1               30/60                4000
    Total.......................  ..................  ..................  ..................                4000
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Nancy E. Cheal,
Acting Director, Office of Program Planning and Evaluation, Centers for 
Disease Control Prevention.
[FR Doc. 03-9422 Filed 4-16-03; 8:45 am]

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