Supporting Statement: Part A
Evaluation of the Consumer
Education Campaign
"Make the Call - Don't Miss a Beat"
Office of Women's Health
(OWH),
U.S. Department of Health and Human Services (HHS)
Submitted by:
Judith Labiner-Wolfe, PhD
Office on Women’s Health
Office of the Assistant Secretary for Health
Department of Health and Human Services
Email: [email protected]
Phone: (202) 260-0904
February 14, 2012
A. Justification
Circumstances Making the Collection of Information Necessary
The "Make the Call. Don't Miss a Beat" campaign is a national Public Service Announcement (PSA) campaign that aims to educate, engage and empower women and their families to learn the seven most common symptoms of a heart attack and to call 911 as soon as those symptoms arise. A woman suffers a heart attack every minute in the United States. Yet according to a 2009 American Heart Association (AHA) survey only half of women indicated they would call 911 if they thought they were having a heart attack and few were aware of the most common heart attack symptoms. The "Make the Call. Don't Miss a Beat" campaign, developed by the U.S. Department of Health and Human Services' Office on Women's Health (OWH), encourages women to make the call to 911 immediately if they experience one or more key heart attack symptoms. The campaign launched in February, 2011 and includes TV, radio, print and social media PSA. The purpose of this study is to conduct evaluative research to assess the likely effectiveness of this consumer communication, particularly with women over 50.
Section 301 of the Public Health Services Act (42 U.S.C. 241) authorizes the collection of this data.
Purpose and Use of Information Collection
This data collection will add questions to an existing survey from the American Heart Association (AHA) to:
Determine awareness to the “Make the Call - Don't Miss a Beat” campaign overall, by age (younger than 50 vs. 50 and older), race/ethnicity, income, education, and knowledge about heart disease, and risk status.
Determine whether awareness to the campaign is associated with the likelihood of calling 911 as the first response and 'other response' to the symptoms of a heart attack for women overall and the subset of women 50 years and older.
Determine whether awareness of the campaign is associated with identification of the warning signs of a heart attack for women overall and the subset of women 50 years and older.
If this study is not
performed, OWH will not know whether the "Make the Call. Don't
Miss a Beat" campaign is properly reaching its target. The
results may inform future campaigns designed for similar segments.
If this analysis is not performed, and the campaign is not performing
in an optimal way, women are not getting the important and
life-saving message of calling 911 as the first response.
Use of Improved Information Technology and Burden Reduction
This Information Collection Request (ICR) will use advanced technology to collect and process data in order to reduce respondent burden and to make data processing and reporting maximally efficient. Particular emphasis will be placed on compliance with the Government Paperwork Elimination Act (GPEA), Public Law 105-277, title XVII. The survey will rely on Computer Assisted Telephone Interviewing (CATI) strategies. The number of questions will be held to the absolute minimum required for the intended use of the data. CATI will be utilized to help phone interviewers move quickly and accurately through items and skip patterns. The CATI system will not accept entry of illegal response values, and thus avoids lost data and the need to contact the respondent again for clarification. This system also allows for both on-site and remote quality assurance monitoring of interviewers.
Efforts to Identify Duplication and Use of Similar Information
OWH is collaborating with the American Heart Association (AHA) to dovetail the OWH “Make the Call” campaign evaluation questionnaire with the AHA Women and Heart Disease Survey, performed every three years since 1997 on a cross-sectional sample (Appendix A). The next AHA Women and Heart Disease Survey is scheduled for fielding in summer 2012. The AHA survey draws a nationally representative sample of women 25 years and older to document women’s knowledge and awareness of heart disease and stroke. OWH will add its questions to the AHA RDD telephone study. This coordination with AHA will help prevent redundancy. AHA and OWH will share data for their respective analyses.
Impact on Small Businesses or Other Small Entities
No small businesses will be involved in this study.
Consequences of Collecting the Information Less Frequent Collection
If this analysis is not performed, and the campaign is not performing in an optimal way, women are not getting the important and life-saving message of calling 9-1-1 as the first response. Respondents will respond to the data collection as a one-time only request. There are no legal obstacles to reduce the burden.
Special Circumstances Relating to the Guidelines of 5 CFR 1320.5
There are no special
circumstances. This request fully complies with the regulations and
guidelines in 5 CFR 1320.5.
Comments in Response to the Federal Register Notice/Outside Consultation
A 60-day Federal Register Notice was published in the Federal Register on Tuesday, December 6, 2011, Vol. 76, No. 234, Page 76165 (Appendix B). No comments were received from the public during this notice period.
Since initiating the design of this ICR and until results are published (2011-2013), OWH is collaborating with the American Heart Association (AHA) and Columbia University to dovetail the OWH "Make the Call" campaign evaluation questionnaire with the 2012 AHA Women and Heart Disease Survey, performed every three years since 1997. Lead collaborators at each organization are:
Dr. Lori Mosca
Director, Preventive Cardiology
Preventive Cardiology
Columbia University Medical Center
601 West 168th Street, Suite 43
New York, NY 10032
Julie Robertson
National Cause Director, Go Red For Women
American Heart Association
National Center
7272 Greenville Avenue
Dallas, TX 75231
Explanation of any Payment/Gift to Respondents
There will be no remuneration
to the respondents for participation in the “Make the Call”
evaluation phone interviews.
Assurance of Confidentiality Provided to Respondents
Although personal information
(e.g., gender, age, and race) will be gathered in evaluation
activities as part of the AHA questions, no personal identifiers
(e.g., full name, address or phone number, social security number,
etc.) will be collected or maintained. Respondents will be advised
of the nature of the activity, the length of time it will require,
and that participation is purely voluntary. Respondents will be
assured that no penalties will occur if they wish not to respond to
the information collection as a whole or to any specific questions.
These procedures conform to ethical practices for collecting data
from human participants. Phone interviews will employ a CATI system;
no names or other information that could identify the respondent will
be recorded. A code number will be assigned to an individual's
responses. It will not be possible to link these code numbers to
respondents' phone numbers.
Justification for Sensitive Questions
The majority of questions asked will not be of a sensitive nature (Appendix C). There will be no request for a respondent's Social Security Number. It will be necessary to ask a few demographic questions that could be considered to be of a sensitive nature to understand the impact of the campaign on different groups of women. To avoid fear of disclosure of sensitive information, respondents will be told that all data provided by respondents will be treated in a secure manner and will not be disclosed, unless otherwise compelled by law.
To avoid negative reactions to these questions, several steps will be taken:
Respondents will be informed that they need not answer any question that makes them feel uncomfortable or that they simply do not wish to answer.
Respondents will be informed that their responses will be reported in the aggregate only and that their personal information will not be used to identify them.
Interviewers will be trained to ask questions in a sensitive manner and to handle any subsequent discussion skillfully.
Estimates of Annualized Hour and Cost Burden
This section summarizes the total burden hours for this information collection in addition to the cost associated with those hours.
12A.
Estimated
Annualized Burden Hours
Forms
|
Type of Respondent |
Number of Respondents |
Number of Responses per Respondent |
Average Burden hours per Response |
Total Burden Hours |
Screener |
General Population, Adult Women, 25+ |
4300 |
1 |
2/60 |
143 |
Main instrument |
General Population, Adult Women, 25+ |
1200 |
1 |
4/60 |
80 |
Total |
223 |
||||
No costs on behalf of the respondent are required except for the time it takes for the respondent to answer the survey.
Estimates of other Total Annual Cost Burden to Respondents or Recordkeepers/Capital Costs
None.
Annualized Cost to Federal Government
The average estimated annual cost to the federal government for conducting this data collection is $118,000. This figure includes costs for a contract with a research firm and OWH staff time. OWH has a 15-month contract with the research firm Harris Interactive for instrument design, data collection, analysis, and reporting. The annual cost of that contract is $95,000. In addition, two OWH staff oversee the project, each using 10% of an FTE (a total of 20% of an FTE, approximately $23,000).
14A. Annualized Cost to Federal Government
Contract with Harris Interactive |
$95,000 |
Federal staff oversight |
$23,000 |
TOTAL |
$118,000 |
Explanation for Program Changes or Adjustments
This is a new data collection.
Plans for Tabulation and Publication and Project Time Schedule
The results of evaluation activities in this ICR will be shared with HHS officials responsible for health communications and published in a peer-review journal. The information will be used to inform future health communication activities across OWH, as well as other public health media campaigns.
This data collection will be
administered in conjunction with AHA’s data collection on women
and heart disease. To ensure that AHA’s regular data collection
will launch in summer as it has each three years since 1997, we hope
to have OMB clearance by April 15, 2012. This survey is anticipated
to take at least eight weeks to field, and field date is expected to
be May 1-July 1, 2012. Analysis is anticipated to begin July 2,
2012, and reporting is anticipated to start on August 1, 2012. We
plan to have results available to the public by February, 2013 in
conjunction with Heart month.
Reason(s) Display of OMB Expiration Date is Inappropriate
Not applicable.
Exceptions to Certification for Paperwork Reduction Act Submissions
There are no exceptions to the certification.
| File Type | application/vnd.openxmlformats-officedocument.wordprocessingml.document |
| Author | Department of Health and Human Services |
| File Modified | 0000-00-00 |
| File Created | 2021-01-30 |