[Federal Register Volume 59, Number 27 (Wednesday, February 9, 1994)]
[Unknown Section]
[Page 0]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 94-2883]


[[Page Unknown]]

[Federal Register: February 9, 1994]


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DEPARTMENT OF HEALTH AND HUMAN SERVICES

Food and Drug Administration

 

Partial Support for Children's Nutrition Label Literacy Project; 
Consideration of Cooperative Agreement

AGENCY: Food and Drug Administration, HHS.

ACTION: Notice.

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SUMMARY: The Food and Drug Administration (FDA) is announcing that it 
has accepted for consideration a single source application from KIDSNET 
(a nonprofit, multimedia organization) for partial support for Phase II 
of the ``Kid's Label Literacy Project'' in the form of a cooperative 
agreement. Phase I, which has been completed, was funded from private 
sources. The goal of this multimedia project is to help create 
generations of label literate adults by motivating children to look for 
and to use the new food label on their own and with the help of their 
parents.

FOR FURTHER INFORMATION CONTACT:
    Regarding the administrative and financial management aspects: 
Maura C. Stephanos, Division of Contracts and Grants Management (HFA-
520), Food and Drug Administration, 5600 Fishers Lane, Rockville, MD 
20857, 301-443-6170.
    Regarding the programmatic aspects: Sherree Lancaster, Office of 
the Commissioner (HFA-5), 5600 Fishers Lane, Rockville, MD 20857, 301-
443-8122.

SUPPLEMENTARY INFORMATION: FDA is announcing that it has accepted for 
consideration a single source application from KIDSNET for support of a 
children's nutrition label literacy project. Competition is limited to 
KIDSNET because it has developed a unique combination of commitments 
and partnerships that bring together educators and the broadcast media, 
as well as nutritionists, food industry representatives, trade 
associations, and others to launch this multimedia project. 
Specifically, KIDSNET has: (1) Formed a partnership with the National 
Education Association, representing more than 2 million teachers, which 
will help to develop and distribute a curriculum to teachers and to 
medical, health, and social service professionals via its health 
information network; (2) arranged for Houghton-Mifflin, the company 
that holds the rights to the popular children's character ``Curious 
George,'' to allow the character to be used in television (TV) public 
service announcements (PSA's), videos, and a variety of printed 
materials to educate children about the food label (in a way similar to 
that in which ``Smokey the Bear'' educates children about forest 
fires); (3) received the endorsement from KIDSNET's broadcast industry 
advisory board, which includes all four TV networks and the major cable 
TV networks, to produce TV PSA's that will run during the best time 
slots targeted for children; (4) formed a kid's label literacy media 
task force representing national broadcast and cable networks and a 
leading children's production company to develop and implement this 
project and ensure widespread usage of the PSA's on the major national 
TV and cable networks; (5) arranged for the Federal Consumers 
Information Center to distribute a parent and teacher companion 
brochure which will be promoted during the PSA's; (6) signed-on more 
than 100 representatives of industry and trade associations and experts 
in child development and nutrition to participate in this project; (7) 
identified, met with, and held preliminary discussions with various 
children's museums to develop and promote a kid's label literacy 
exhibit; and (8) as a result of KIDSNET's Phase I activities, acquired 
expertise and recognition in the field of children and label literacy. 
FDA's authority to enter into grants and cooperative agreements is set 
out in section 301 of the Public Health Service Act (42 U.S.C. 241). 
FDA's programs are described in the Catalog of Federal Domestic 
Assistance No. 93.103. Before entering into grants or cooperative 
agreements, FDA carefully considers the benefits that such support will 
provide the public.
    KIDSNET's application for this award will undergo a noncompetitive 
dual peer review. An external review committee of experts in nutrition, 
food labeling, and media has reviewed and evaluated the application 
based on its expressed ability to successfully accomplish the goals of 
the project. A second level review will be conducted by the National 
Advisory Environmental Health Sciences Council, which regularly reviews 
applications for FDA.

I. Background

    In 1991, FDA and the U.S. Department of Agriculture initiated a 
food labeling education campaign to increase consumers' knowledge and 
effective use of the new food label to assist them in making accurate 
and sound dietary choices in accordance with the Dietary Guidelines for 
Americans. The goals of the campaign are to promote awareness of the 
food label and to motivate consumers to use food label information in 
making more nutritious food selections in order to achieve healthier 
diets. A major thrust of the campaign is to encourage and build 
partnerships among and with health, nutritional, and consumer groups in 
order to develop, disseminate, and evaluate materials and projects 
educating children about the new food label. FDA also recognizes that 
the learning process must be expanded beyond the classroom to include 
other areas of frequent exposure such as children's TV programming.
    In 1992, in support of this campaign, KIDSNET initiated Phase I of 
the ``Kid's Label Literacy Project.'' This initial phase of the project 
involved research and development of an outline for an educational and 
public outreach initiative to educate children about nutrition through 
food labeling. In December 1991, KIDSNET conducted several children's 
focus groups to: (1) Examine children's attitudes and behavior 
regarding food purchasing, preparation, and consumption; (2) determine 
children's awareness and knowledge of the relationship between food and 
nutrition; and (3) identify sources of information on food. As part of 
its efforts to reach out to the various constituencies involved in 
nutrition education, KIDSNET conducted a seminar in January 1994, with 
more than 100 representatives from the government, food industry, 
nutrition and educational health communities, public interest groups, 
and the media to obtain their insights and cooperation regarding this 
initiative. During the National Education Association's National Health 
Conference, held in the spring of 1993, KIDSNET surveyed participants 
to determine how this labeling initiative should be implemented in the 
schools. Educators from 10 States volunteered to participate in 
curriculum development and evaluation. In addition, KIDSNET reviewed 
various cartoon characters to identify one that would become the key 
symbol for the project. The character ``Curious George'' was selected 
to be the key symbol and will become part of the educational, consumer, 
TV, and product elements of the initiative.

II. Mechanism of Support

A. Award Instrument

    Support for the ``Kids Label Literacy Project,'' if awarded, will 
be in the form of a cooperative agreement in the anticipated amount of 
$50,000. The award will be subject to all policies and requirements 
that govern the programs of the Public Health Service, including the 
provisions of 45 CFR part 74 and the Public Health Service grants 
policy statement.

B. Length of Support

    The length of support will be 1 year with the possibility of an 
additional 2 years of noncompetitive support. Continuation beyond the 
first year will be based upon performance during the preceding year and 
the availability of Federal fiscal year appropriations.

C. Delineation of Substantive Involvement

    1. All PSA's will be reviewed and approved by the FDA for product 
content.
    2. FDA will have full representation on the advisory board.
    3. FDA will review and approve all education material distributed 
by KIDSNET.
    4. FDA will be consulted on the implementation of the traveling 
exhibits.

III. Reasons for Single Source Selection

    FDA is offering this cooperative agreement to KIDSNET to encourage 
continuation of the ``Kids Label Literacy Project'' by providing 
partial support of Phase II. FDA believes that there is compelling 
evidence that KIDSNET is uniquely qualified to fulfill the goals of the 
children's nutrition label literacy project. While completing Phase I 
of the project, KIDSNET has obtained expertise and recognition in 
educating children about nutrition and the food label via the media. 
Also, KIDSNET has developed a unique combination of partnerships and 
commitments from various sectors; these include: (1) Major TV networks 
and cable TV, which will run the PSA's during the best time slots for 
children; (2) the Federal Consumer Information Center, which will 
distribute the companion brochure; (3) the National Education 
Association, which will help write, publish, and distribute a 
curriculum to schools; (4) release by the company holding the rights to 
the popular children's character ``Curious George,'' which could be 
used in the PSA's, videos, and printed materials; and (5) various 
children's museums throughout the United States, which expose the 
public to a variety of pertinent and timely information. In the past 2 
years, KIDSNET has laid a strong foundation for the successful 
introduction and implementation of this project. In December 1991, it 
conducted focus groups on the subject of nutrition and the food label 
with children. In January 1992, KIDSNET held a national symposium in 
Washington, DC, with participation from government, public interest 
groups, educational organizations, and representatives of the private 
sector to help focus the project and generate support for such an 
initiative.

IV. Reporting Requirements

    Program progress reports and financial status reports (Standard 
Form SF-269) will be required quarterly, based on date of award. These 
reports will be due within 30 days after the last day of each quarter. 
Final program progress and financial status reports will be due 90 days 
after expiration of the project period of the grant.

    Dated: January 31, 1994.
 Michael R. Taylor,
 Deputy Commissioner for Policy.
[FR Doc. 94-2883 Filed 2-8-94; 8:45 am]
BILLING CODE 4160-01-F