[Federal Register Volume 68, Number 186 (Thursday, September 25, 2003)]
[Notices]
[Pages 55392-55393]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 03-24274]


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DEPARTMENT OF HEALTH AND HUMAN SERVICES

Centers for Disease Control and Prevention

[60Day-03-119]


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 at (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 Seleda Perryman, 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, (OMB No. 0920-0582)--Extension--National Center for Chronic 
Disease Prevention and Health Promotion (NCCDPHP), Centers for Disease 
Control and Prevention (CDC).
    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 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 extension 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 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 awareness and reaction tracking study (YMC Tracking Survey) 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, programming formats, etc. 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 at 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, parents, other teen 
influencers and adult influencers nationally and in specified cities.
    As planned, the marketing efforts have been implemented in selected 
cities; the campaign planners also want to continue to evaluate which 
strategies are most effective in which locals.
    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. There is no cost to respondents.

[[Page 55393]]



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                                                                     Number of        Average
                   Respondents                       Number of      responses/        burden/      Total  burden
                                                    respondents     respondent       response
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Tweens (ages 9-13)..............................          20,000               1           15/60           5,000
Parents.........................................          10,000               1           15/60           2,500
                                                 -----------------
    Total.......................................  ..............  ..............  ..............           7,500
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    Dated: September 19, 2003.
Thomas A. Bartenfeld,
Acting Associate Director for Policy, Planning and Evaluation, Centers 
for Disease Control and Prevention.
[FR Doc. 03-24274 Filed 9-24-03; 8:45 am]
BILLING CODE 4163-18-P