[Federal Register Volume 79, Number 225 (Friday, November 21, 2014)]
[Notices]
[Pages 69478-69480]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 2014-27619]


=======================================================================
-----------------------------------------------------------------------

DEPARTMENT OF HEALTH AND HUMAN SERVICES

Centers for Disease Control and Prevention

[60Day-15-0572]


Proposed Data Collections Submitted for Public Comment and 
Recommendations

    The Centers for Disease Control and Prevention (CDC), as part of 
its continuing effort to reduce public burden, invites the general 
public and other Federal agencies to take this opportunity to comment 
on proposed and/or continuing information collections, as required by 
the Paperwork Reduction Act of 1995. To request more information on the 
below proposed project or to obtain a copy of the information 
collection plan and instruments, call 404-639-7570 or send comments to 
Leroy A. Richardson, 1600 Clifton Road, MS-D74, Atlanta, GA 30333 or 
send an email to [email protected].
    Comments submitted in response to this notice will be summarized 
and/or included in the request for Office of Management and Budget 
(OMB) approval. 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; (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; and (e) 
estimates of capital or start-up costs and costs of operation, 
maintenance, and purchase of services to provide information. Burden 
means the total time, effort, or financial resources expended by 
persons to generate, maintain, retain, disclose or provide information 
to or for a Federal agency. This includes the time needed to review 
instructions; to develop, acquire, install and utilize technology and 
systems for the purpose of collecting, validating and verifying 
information, processing and maintaining information, and disclosing and 
providing information; to train personnel and to be able to respond to 
a collection of information, to search data sources, to complete and 
review the collection of information; and to transmit or otherwise 
disclose the information. Written comments should be received within 60 
days of this notice.

Proposed Project

    Health Message Testing System (HMTS) (OMB No. 0920-0572, expires 
02/28/2015)--Extension--Office of the Associate Director for 
Communication (OADC), Centers for Disease Control and Prevention (CDC).

Background and Brief Description

    Before CDC disseminates a health message to the public, the message 
always undergoes scientific review. However, even though the message is 
based on sound scientific content, there is no guarantee that the 
public will understand a health message or that the message will move 
people to take recommended action. Communication theorists and 
researchers agree that for health messages to be as clear and 
influential as possible, target audience members or representatives 
must be involved in developing the messages and provisional versions of 
the messages must be tested with members of the target audience.
    However, increasingly there are circumstances when CDC must move 
swiftly to protect life, prevent disease, or calm public anxiety. 
Health message testing is even more important in these instances, 
because of the critical nature of the information need.
    In the interest of timely health message dissemination, many 
programs forgo the important step of testing

[[Page 69479]]

messages on dimensions such as clarity, salience, appeal, and 
persuasiveness (i.e., the ability to influence behavioral intention). 
Skipping this step avoids the delay involved in the standard OMB review 
process, but at a high potential cost. Untested messages can waste 
communication resources and opportunities because the messages can be 
perceived as unclear or irrelevant. Untested messages can also have 
unintended consequences, such as jeopardizing the credibility of 
Federal health officials.
    The Health Message Testing System (HMTS), a generic information 
collection, enables programs across CDC to collect the information they 
require in a timely manner to:
     Ensure quality and prevent waste in the dissemination of 
health information by CDC to the public.
     Refine message concepts and to test draft materials for 
clarity, salience, appeal, and persuasiveness to target audiences.
     Guide the action of health communication officials who are 
responding to health emergencies, Congressionally-mandated campaigns 
with short timeframes, media-generated public concern, time-limited 
communication opportunities, trends, and the need to refresh materials 
or dissemination strategies in an ongoing campaign.
    Each testing instrument will be based on specific health issues or 
topics. Although it is not possible to develop one instrument for use 
in all instances, the same kinds of questions are asked in most message 
testing. This package includes generic questions and formats that can 
used to develop health message testing data collection instruments. 
These include a list of screening questions, comprised of demographic 
and introductory questions, along with other questions that can be used 
to create a mix of relevant questions for each proposed message testing 
data collection method. However, programs may request to use additional 
questions if needed.
    Message testing questions will focus on issues such as 
comprehension, impressions, personal relevance, content and wording, 
efficacy of response, channels, and spokesperson/sponsor. Such 
information will enable message developers to enhance the effectiveness 
of messages for intended audiences.
    Data collection methods proposed for HMTS includes intercept 
interviews, telephone interviews, focus groups, online surveys, and 
cognitive interviews. In almost all instances, data will be collected 
by outside organizations under contract with CDC.
    For many years CDC programs have used HMTS to test and refine 
message concepts and test draft materials for clarity, salience, 
appeal, and persuasiveness to target audiences. Having this generic 
clearance available has enabled them to test their information and get 
critical health information out to the public quickly. Over the last 
three years, more than 20 messages have been tested using this 
clearance. For example: Evaluation of Emergency Preparedness Materials 
for Limited English Proficient Spanish Speakers. Risk communication is 
a top priority in CDC's anthrax preparedness activities. The Anthrax 
Management Team developed materials to provide LEP Spanish-speakers 
with information needed to increase the chances for survival in the 
event that bioterrorists attacked the U.S. using anthrax. Once refined, 
based on participant feedback, these materials will be used in creating 
additional public education materials to be utilized during an anthrax 
emergency. The lessons learned about communication with vulnerable 
populations have application to others who are seeking to improve 
communication during a domestic or global public health emergency.
    The Division of Diabetes Translation obtained OMB approval through 
HMTS for Testing of Brand Concepts, Messages and Materials for CDC's 
National Diabetes Prevention Program (National DPP). Materials testing 
was conducted with multiple audiences, and provided the detailed level 
of feedback needed to make materials that resonate with each audience. 
Findings have also been used to inform the development and testing of a 
new brand for the National DPP which will be launched in 2015.
    The National Institute for Occupational Safety and Health (NIOSH) 
conducted a field study, Spanish Trench Safety CD-ROM, to determine the 
most effective way to disseminate trench safety information to Latino 
immigrant workers using computer-based training. Using results of this 
study, NIOSH produced the CD-ROM and are preparing to field test the 
product. As part of this project, a tutorial was also created for 
workers with limited computer literacy teaching them how to use the 
computer. The tutorial has been field tested and the English and 
Spanish versions will become NIOSH numbered publications.
    Over 12,000 respondents were queried and over 5,500 burden hours 
used during this time period. Because the availability of this 
information collection has been so critical to programs in 
disseminating their materials and information to the public in a timely 
manner, OADC is requesting a three year extension of this information 
collection.
    There is no cost to the respondents other than their time.

                                        Estimated Annualized Burden Hours
----------------------------------------------------------------------------------------------------------------
                                                                     Number of
Type of respondent  (examples)      Form name        Number of     responses per    Avg. burden    Total burden
                                   (examples)       respondents     respondent     per response      in hours
----------------------------------------------------------------------------------------------------------------
Public Health Professionals,    Moderator's               18,525               1            8/60           2,470
 Health Care Providers, State    Guides,
 and Local Public Health         Eligibility
 Officials, Emergency            Screeners,
 Responders, General Public.     Interview
                                 Guides, Opinion
                                 Surveys,
                                 Consent Forms.
                                                 ---------------------------------------------------------------
    Total.....................  ................  ..............  ..............  ..............           2,470
----------------------------------------------------------------------------------------------------------------



[[Page 69480]]

Leroy A. Richardson,
Chief, Information Collection Review Office, Office of Scientific 
Integrity, Office of the Associate Director for Science, Office of the 
Director, Centers for Disease Control and Prevention.
[FR Doc. 2014-27619 Filed 11-20-14; 8:45 am]
BILLING CODE 4163-18-P