[Federal Register Volume 69, Number 38 (Thursday, February 26, 2004)]
[Notices]
[Pages 8969-8970]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 04-4219]


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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.

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                                                                                     Number of    Average burden
                           Respondent                                Number of     responses per   per  response
                                                                    respondents     respondent      (in hours)
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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
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    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