[Federal Register Volume 67, Number 114 (Thursday, June 13, 2002)]
[Notices]
[Pages 40745-40746]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 02-14854]


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DEPARTMENT OF HEALTH AND HUMAN SERVICES

Centers for Disease Control and Prevention

[60Day-02-61]


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 Anne O'Connor, 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

    Youth Media Campaign Awareness and Reaction Tracking Study--New--
National Center for Chronic Disease Prevention and Health Promotion 
(NCCDPHP), Centers for Disease Control and Prevention (CDC). CDC's 
National Center for Chronic Disease Prevention and Health Promotion, 
Office of the Director, Youth Media Campaign, proposes to conduct 
ongoing monitoring of the awareness and reaction to the brand and 
messages of the Youth Media Campaign. 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 campaign 
designed to clearly communicate messages that will help kids develop 
habits that foster good health over a lifetime.
    The Campaign will be 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.
    For the Campaign to be successful, ongoing monitoring of the 
campaign's penetration with the target audiences is essential. Campaign 
planners must have mechanisms to determine the targets' awareness of, 
and 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. 
The purpose of this monitoring strategy is to continually assess and 
improve the effectiveness of the targeted communication and other 
marketing variables throughout the evolution of the campaign. Another 
important objective is to determine which media channels are most 
effective'to optimize communication variables such as weight levels, 
frequency and reach components, programming formats, etc. that will 
have the greatest effect upon communicating the desired message to the 
target audiences. As the marketing efforts are implemented in selected 
cities, the Campaign planners also want to evaluate which strategies 
are most effective in which locales.
    The Youth Media Campaign will use a tracking methodology 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, parents, other teen 
influencers and adult influencers nationally and in cities with +YMC-
hosted events. Continuous tracking of awareness of the brand and the 
advertising messages are standard tools in advertising and marketing. 
The commitment of resources to YMC'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. There is no cost to respondents.

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                                                                     Number of
                   Respondents                       Number of      responses/     Avg. burden/    Total burden
                                                    respondents     respondent       response       (in hours)
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Tweens (ages 9-13)..............................          20,000               1           15/60           5,000
Parents.........................................          10,000               1           15/60           2,500
Adult influencers...............................           7,500               1           15/60           1,875
Older teen influencers..........................           4,000               1           15/60           1,000
                                                 ---------------------------------------------------------------
    Total.......................................  ..............  ..............  ..............          10,375
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[[Page 40746]]

    Dated: June 4, 2002.
Julie Fishman,
Acting Associate Director for Policy, Planning and Evaluation, Centers 
for Disease Control and Prevention.
[FR Doc. 02-14854 Filed 6-12-02; 8:45 am]
BILLING CODE 4163-18-P