[Federal Register Volume 68, Number 13 (Tuesday, January 21, 2003)]
[Notices]
[Pages 2778-2779]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 03-1177]


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DEPARTMENT OF HEALTH AND HUMAN SERVICES

Centers for Disease Control and Prevention

[30DAY-18-03]


Agency Forms Undergoing Paperwork Reduction Act Review

    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. Written 
comments should be received within 30 days of this notice.
    Proposed Project: Youth Media Campaign Tracking Study--New--
National Center for Chronic Disease Prevention and Health Promotion 
(NCCDPHP), Centers for Disease Control and Prevention (CDC). CDC plans 
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

[[Page 2779]]

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. The total burden for this data collection is 
2,285 hours.

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                                                                                     Number of    Average burden
                Survey                         Respondents           Number of     responses per   per response
                                                                    respondents     respondent       (in hrs.)
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Media Benchmarking Survey.............  Screener................           7,170               1            2/60
                                        Parent..................             650               1            3/60
                                        Child...................             650               1           12/60
Continuous Tracking Survey (national &  Screener................          29,076               1            1/60
 community).                            Parent..................           7,200               1            3/60
                                        Child...................           7,200               1           12/60
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    Dated: January 10, 2003.
Thomas Bartenfeld,
Acting Associate Director for Policy, Planning and Evaluation, Centers 
for Disease Control and Prevention.
[FR Doc. 03-1177 Filed 1-17-03; 8:45 am]
BILLING CODE 4163-18-P