[Federal Register: February 26, 2004 (Volume 69, Number 38)]
[Notices]
[Page 8969-8970]
From the Federal Register Online via GPO Access [wais.access.gpo.gov]
[DOCID:fr26fe04-81]
=======================================================================
-----------------------------------------------------------------------
DEPARTMENT OF HEALTH AND HUMAN SERVICES
Centers for Disease Control and Prevention
[30Day-17-04]
Proposed Data Collections Submitted for Public Comment and
Recommendations
The Centers for Disease Control and Prevention (CDC) publishes a
list of information collection requests under review by the Office of
Management and Budget (OMB) in compliance with the Paperwork Reduction
Act (44 U.S.C. Chapter 35). To request a copy of these requests, call
the CDC Reports Clearance Officer at (404) 498-1210. Send written
comments to CDC, Desk Officer, Human Resources and Housing Branch, New
Executive Office Building, Room 10235, Washington, DC 20503 or by fax
to (202) 395-6974. Written comments should be received within 30 days
of this notice.
Proposed Project: YMC Tracking Study (OMB No. 0920-0582)--
Extension--National Center for Chronic Disease Prevention and Health
Promotion (NCCDPHP), Centers for Disease Control and Prevention (CDC).
Background
In FY 2001, Congress established the Youth Media Campaign at the
Centers for Disease Control and Prevention (CDC). Specifically, the
House Appropriations Language said: ``The Committee believes that, if
we are to have a positive impact on the future health of the American
population, we must change the behaviors of our children and young
adults by reaching them with important health messages.'' CDC, working
in collaboration with federal partners, is coordinating an effort to
plan, implement, and evaluate a media campaign (Youth Media Campaign or
YMC) designed to clearly communicate messages that will help kids
develop habits that foster good health over a lifetime. The campaign is
based on principles that have been shown to enhance success, including:
designing messages based on research; testing messages with the
intended audiences; involving young people in all aspects of campaign
planning and implementation; enlisting the involvement and support of
parents and other influencers; tracking the campaign's effectiveness
and revising Campaign messages and strategies as needed.
In accordance with the original OMB approval (OMB No. 0920-0582,
March 10, 2003), this request will continue to expand and enhance the
ongoing monitoring of the campaign's penetration with the target
audience. For the campaign to be successful, campaign planners must
have mechanisms to determine the target audiences and the reaction to
the campaign brand and messages as the campaign evolves. Campaign
planners also need to identify which messages are likely to have the
greatest impact on attitudes and desired behaviors. This approval
contains 2 surveys: (1) VERB Continuous Tracking Study; and (2) Media
Benchmarking Study.
The VERB Continuous Tracking Study has facilitated campaign
planners' ability to continually assess and improve the effectiveness
of the targeted communication and other marketing variables throughout
the evolution of the campaign. It enables staff to determine which
media channels are most-effective to optimize communication variables
such as weight levels, frequency and reach components, and programming
formats that will have the greatest effect upon communicating the
desired message to the target audiences. Implementation of the survey
has provided for efficient collection of campaign awareness and
understanding levels on a continual basis.
The campaign uses a tracking methodology with specific time points,
using age-targeted samples. Tracking methods may include, but are not
limited to telephone surveys, telephone or in-person focus groups, web-
based surveys, or intercept interviews with tweens (9-13 year olds),
parents, other
[[Page 8970]]
teen and adult influencers nationally and in specified cities.
Marketing efforts have been implemented in selected cities, and the
campaign planners will continue to evaluate which strategies are most
effective in local markets.
The Media Benchmark Survey is used to assess target audience
awareness and understanding of the campaign. The data collection is a
random digit dial (RDD) telephone survey of tweens. Continuous tracking
of awareness of the brand and the advertising messages are standard
tools in advertising and marketing. The commitment of resources to the
campaign's marketing efforts mandates that campaign planners be able to
respond quickly to changes needed in message execution or delivery as
is standard practice in the advertising industry. The annualized burden
for this data collection is 2,301 hours.
----------------------------------------------------------------------------------------------------------------
Number of Average burden
Respondent Number of responses per per response
respondents respondent (in hours)
----------------------------------------------------------------------------------------------------------------
Media Benchmark Survey:
Screener.................................................... 3,585 1 1/60
Parent...................................................... 325 1 2/60
Child....................................................... 325 1 12/60
Continuous Tracking Survey:
Screener.................................................... 29,076 1 1/60
Parent...................................................... 7,200 1 2/60
Child....................................................... 7,200 1 12/60
----------------------------------------------------------------------------------------------------------------
Dated: February 13, 2004.
Alvin Hall, M.S.,
Director, Management Analysis and Services Office, Centers for Disease
Control and Prevention.
[FR Doc. 04-4219 Filed 2-25-04; 8:45 am]
BILLING CODE 4163-18-P