Information Collection #8:
National
Tobacco Prevention and Control Public Education Campaign:
Copy testing of television advertising
For
current or former cigarette smokers who use or are open to
using
electronic cigarettes or e-cigarettes
Submitted for approval under CDC generic approval #0920-0910
Message Testing for Tobacco Communication Activities
[Placeholder] Submission of this GenIC has been approved by
HHS/Assistant Secretary for Planning and Evaluation (ASPE)
February 10, 2014
Supporting Statement: Part A
__________________________________________
Data Collection Instruments
Other Attachments
Notes on Excluded Attachments
To support adequate review of this GenIC by OMB, CDC requests permission to provide OMB with a secure link to the draft materials.
__________________________________________
In winter of 2012, HHS/CDC launched the highly successful “TIPS From Former Smokers” campaign. The “TIPS” campaign was authorized by the Prevention and Public Health Fund of the Affordable Care Act. The third phase, “Tips 3,” is currently being developed and will continue to expand on the theme of health consequences of tobacco use. The campaign will encourage smokers to quit smoking and to seek information about smoking cessation support from informed sources, such as 1-800-QUIT-NOW, government Websites and health care providers. The campaign will also provide information about the harmful effects of secondhand smoke and encourage non-smokers to seek smoke-free environments and encourage their loved ones to quit smoking. CDC’s Office on Smoking and Health (OSH) has lead responsibility for a number of components of the tobacco education campaign, including the production of effective campaign messages that may be disseminated through a variety of channels, including television, print and/or radio communication channels.
As part of campaign development and planning, CDC conducts rough-cut testing of television ads to ensure that they are believable, convincing and resonate with the target audiences. The goal of the testing is to optimize the credibility and persuasiveness of the ads to encourage specific behavioral change, that is, to seek information to assist in quitting smoking. These testing activities are not designed to provide findings that contribute to generalizable knowledge for the general population, but rather are used to gather specific insights for campaign planning. Such testing activities are conducted during campaign development to help describe a target audience, understand the factors that influence their behavior, and determine the best messages and communication channels. In testing possible advertising messages, CDC also collects information about audience demographics and tobacco-related behaviors in order to segment the audience into more homogeneous subgroups that may share certain beliefs, knowledge and behaviors related to tobacco use. Messages can then be customized and targeted to specific audience segments, thus improving ad effectiveness and efficient use of public resources. The objective of the test is not to measure likeability of the advertisement. (Likeability, per se, does not necessarily lead directly to changes in audience behavior, as a disliked but memorable ad may still affect consumer behavior in a positive manner.) There is a growing evidence base of empirical research that is showing fairly conclusively that the approach of arousing strong negative emotions (with graphic images, emotional testimonials, or combinations of the three) is the most effective way to generate the type of real desire to quit smoking cigarettes. Davis et al. outline some of this prior empirical work. This evidence also notes that desire to quit manifests in different belief and attitude constructs, such as a combination of changes in the target audience’s values attached to a behavioral outcome, behavioral beliefs, normative beliefs, attitudes toward existing behaviors, and motivation to comply. Segmenting audiences based on these constructs is critical to optimizing the message.
In this GenIC, CDC requests OMB approval to collect information for copy testing of three television ads that have been previously aired. Two of the ads feature Mr. Nathan Moose and Ms. Terrie Hall. The 3rd ad features Ms. Tiffany. Terrie speaks about the health consequences of smoking; Tiffany speaks about how an individual’s smoking impacts the family, in this case, for two generations (Tiffany lost her mother, a smoker, to lung cancer); and Nathan speaks about the impact of second-hand smoke on others.
Two of these ads have been modified to inform viewers that events have occurred since the ads were created. Additional information has been added to two of the ads to inform viewers of the recent death of Terrie Hall and Nathan Moose.
The following is a brief history of the life stories underlying the three ads:
In 2001, at the age of 40, Terrie Hall was diagnosed with oral cancer, and later that same year, with throat cancer. Terrie spoke with the aid of an artificial voice box that was inserted in her throat. She continued to battle cancer with a strong, positive spirit. In 2012, Terrie showed the American public how she got ready for her day in a “Tips from Former Smokers TV commercial”. The video was posted on YouTube where it received more than three million views, resulting in over three times the viewership of any other CDC Tips video on YouTube. Terrie also served as an advocate for the campaign, speaking to schools and community groups around the country about the dangers of smoking. Terrie died on September 16, 2013, from smoking-related cancer. She was 53.
When Tiffany was 16 years old, her mother, a cigarette smoker, died of lung cancer. Tiffany felt lost and abandoned without her. “Watching her suffer and cough was awful,” she recalls. “I felt alone and scared, and I felt it could have been prevented.” Still, Tiffany started smoking cigarettes in her late teens. When Tiffany’s own daughter turned 16, Tiffany realized she needed to stop smoking, and put forth a serious attempt to quit. “I didn't want my daughter to think, 'Wow, my mother loves cigarette smoking more than she cares about me,'” says Tiffany. Tiffany’s ad is motivational and describes how smoking impacts others in the family.
Nathan Moose never smoked cigarettes. For 11 years, he worked at a casino that allowed smoking. The exposure to secondhand smoke caused him to develop allergies and serious infections that triggered asthma attacks, eventually causing permanent lung damage called bronchiectasis. Breathing in other people's smoke on a daily basis made his health so bad that he had to leave that job. Nathan died of illness on October 17, 2013. He was 54.
The three ads that will undergo copy testing are:
1. Ad named “Nathan’s Tip”
2. Ad named “Terrie’s Tip”
3. Ad
named “Tiffany: Smoking and Family”
To test the draft ads, we will ask a specific target audience, those smokers who have used electronic cigarettes or are open to electronic cigarettes, about their opinions of the advertising messages emphasizing the negative health effects of cigarette smoking. This target audience also includes former smokers. All respondents are ages 18-54. The goal of this testing is to determine if this specific target audience is receptive to these types of ads, a hard-hitting ad, a second-hand smoke ad, and a loved one ad. Note that the Terrie and Nathan ads will be edited to include a placement of a black screen that lists the date that the respective spokesperson died. It is this placement that is being tested with this highly specific audience.
These
two groups, those who have used e-cigarettes or are open to using
e-cigarettes, may have different beliefs and behaviors related to
tobacco use and secondhand smoke exposure, and thus may respond
differently to certain types of messages. Messaging often uses
behavioral and attitudinal cues in order to optimize receptivity.
Understanding this rapidly growing segment and the impact of
e-cigarette use on quit messaging will help develop ads that are
hard-hitting, impactful, and behavior changing. Therefore, in
addition to collecting information about respondents’ reactions
to the draft ads, we will also request basic demographic, behavioral,
attitudinal, opinion, and tobacco use information in order to
understand whether and how these factors may influence individuals’
responses to these messages. We will not specifically screen for low
socioeconomic status (SES), but we anticipate that many of the
respondents who are smokers will be of low SES. Individuals of low
socioeconomic status are known to experience higher rates of smoking
and resulting smoking related diseases than the general population.
Approximately 29% of smokers in the U.S. today are of low SES,
compared to 21% of the general population. In addition, during the
last Terrie Hall ad test, over 60% of smokers reported smoking at
least one e-cigarette, and over 82% of this target reports that they
have been exposed to e-cigarette advertising. In comparison, 69% of
these respondents report that they have been exposed to anti-tobacco
ads. Awareness and use of e-cigarettes is increasing. King and al.
have illustrated that awareness and ever use of e-cigarette increased
among adults from 2010 to 2011. In 2011, approximately 1 in 5
current smokers reported having ever used e-cigarettes. An additional
concern is the marking of e-cigarette as a healthier alternative to
cigarette smokers and non-smokers (exposure to second hand smoke), a
way to quit smoking, and as a way to improve one’s lifestyle.
Continued monitoring of e-cigarettes is needed for public health
planning.
The three draft television ads, because of the modification, are in the process of being approved by HHS/CDC for public distribution. Thus, they are considered embargoed until approved. Additionally, unauthorized release prior to testing could inadvertently offend the public and could jeopardize the testing/assessment strategy. As a result this information collection request does not include copies of the materials to be tested in order to preserve the orderly release of campaign materials. A secure link to review the draft ads will be provided to OMB under separate cover.
The proposed information collection will involve testing of three TV ads among smokers or former smokers who have used e-cigarettes or are open to using e-cigarettes. The target number of respondents is 3,000. All Information will be collected electronically through a self-administered online survey instrument. The Web-based system is ideal because of the ease of presenting visual stimuli (the ads) to respondents and recording their feedback. Respondents will be recruited through an existing Web-based panel system, and screened for eligibility and interest prior to administration of the main information collection instrument. Each of the eligible individuals will then view one of the three advertisements under test (using a monadic ad test format), then complete the on-line survey and submit the data electronically through a secure Internet environment. Approximately 1000 respondents will view each ad. This will allow us to assess the ad’s persuasiveness with respondents who vary in terms of other demographic characteristics such as education, income, gender, age group, and region of the United States, amongst others, and behavioral and attitudinal questions.
Information about respondent demographics and smoking behavior will be collected through a screening process (Attachment 1a) to verify the respondent characteristics needed for audience segmentation. This information is needed to assess whether the ads are likely to have comparable effects across population sub-groups, that is, current smokers who use or are open to using e-cigarettes and former smokers who use or are open to using e-cigarettes. In addition, the screener will ask questions about current or former tobacco use behavior as well as e-cigarette behavior and attitudes. This information is needed to screen for smokers only to participate in the main questionnaire, as the ads are targeted towards effectively moving smokers to seek information about quitting smoking.
The main questionnaire (Attachment 1b) will ask respondents to provide opinions about each ad’s main message, feelings of being able to relate to the individuals depicted in the ad, impact, clarity, believability, memorability, persuasiveness, and anticipated effects on respondent behavior. Respondents will report on their reactions to the ads, and will simulate the call-to-action, that is, to quit smoking and behaviors that may be taken to quit smoking. The main questionnaire is summarized below.
Screening items to ascertain respondents who meet the qualifying criteria (Attachment 1a);
Standardized self-health assessment question (Question OH1);
Smoking behavior items, for current smokers (Questions TS1 through TS4);
E-cigarette behavior and attitude items for those who currently use e-cigarettes (Questions EO10, EU1a, EU1c, B9b, EU3, EU5, EU6, EU7, EU7b, EU7c, B12a, EU21, EU9, EU10, EU11, EU12, EC13, EC21, EC21a, EC21b, EC14);
E-cigarette behavior and attitude items for those who are open to use of e-cigarettes (Questions EO1, EO3, EO4, EO6, EO8, EO13, EO21, EO10);
Current and past use of other forms of nicotine products (Questions E3, E4, E5, E7);
Quitting behavior items, as these groups may have dissimilar receptivity to advertisements (Questions QA1, QA1d, QA3, QA4, QA5, QA6);
Attitudes toward lifestyle choices, including smoking, tobacco use, and health, as those respondents who have shared behavior may have similar or dissimilar receptivity to advertisements (Questions PA1a and b, PA8, PA9, PA10a PA10b, PA13, PA14a and b, PA15, PA19, PA20, PA21, PA22, PA24, PA26,PA27, PA2, PA4);
Demographic items to determine specific demographic information about the respondents (Questions DEMO1-4, DEMO6-9, MILQ1, SES1);
Technology/Media propensity questions and awareness of Other Campaigns. These questions are needed to inform choices of communication channels for messages overall in relative rank to one another. Items regarding awareness of other campaigns, as awareness of those campaigns may impact receptivity of the ads under test (Questions T1-T5, T7-9, T11, EAD1-EAD4, EAD5a and b, EAD6, OAS1, OAS2, RC1);
The rest of the items are determining receptivity of the ads under test (Questions RC1-RC14, UC2, UC3).
All respondents will be 18 years of age or older. There is no Website content directed at children younger than 13 years of age.
The information to be collected will allow CDC/OSH to assess whether the creative materials under test are likely to be perceived as credible, comprehensible, and persuasive by target audience members. The information will also allow CDC/OSH to determine whether the creative materials motivate respondents to take certain actions, such as quitting smoking, or alternatively switch to other forms of nicotine delivery (eg e-cigarettes) in anticipation the alternate product will reduce or eliminate the need to smoke traditional cigarettes. The results will also allow CDC/OSH to determine whether the creative materials motivate respondents to take certain actions, such as calling for assistance in quitting smoking, visiting an informational government Website, or speaking to their doctor. If this data collection is not performed, CDC/OSH will not know whether these ads communicate intended messages credibly and effectively across these audience segments and whether they motivate the audiences to take desired actions based on the messages.
The creative materials under test, where appropriate, will be finalized for production after analysis of results from the copy testing. CDC/OSH will use the information collected through television ad copy testing to inform decisions about whether these creative materials under development must be changed in order to be more effective for the targeted subgroups, or whether to omit one or more ads from the upcoming launch of the campaign.
Information will be collected electronically through an online, Web-based panel system. Respondents have the option of completing the survey in one session.
A Web-enabled panel approach uses online technology to collect data from households that participate in an ongoing panel. The Toluna panel will be used for all subpopulations under test. The panels used for this testing are very large, allowing quick selection from the overall pool and rapid identification of several potential respondents who represent specific subgroups of the population. Samples from these panels are not designed to generate nationally representative samples or precise population parameters but rather are used as a highly efficient, low cost, and low burden method of data collection for formative copy testing. Web-based surveys are an especially convenient option for eliciting feedback on visual stimuli.
The Office of the Assistant Secretary for Planning and Evaluation (ASPE) in HHS has reviewed this proposed collection of information, and has determined that it does not duplicate other collections because this ICR is targeted to test three specific draft advertising messages, all of which were specifically developed as part of the Tips From Former Smokers campaign managed by CDC. As a result of the specific characteristics of the respondent population as well as the draft advertising messages, this collection of information is not duplicative of other campaign related evaluations.
Prior to conducting any data collection, CDC reviews existing published literature and unpublished qualitative pretesting reports when they are available, and also consults with outside experts to identify information that could facilitate message development. Health messages developed by OSH/HCB are unique in their mix of intended audience, health behavior, concept, and execution.
The goal of this testing is to determine if this specific target audience is receptive to these types of ads, a hard-hitting ad, a second-hand smoke ad, and a loved one ad. Note that the Terrie and Nathan ads will be edited to include a placement of a black screen that lists the date that the respective spokesperson died. It is this placement that is being tested with this highly specific audience. When the last set of Terrie Hall ads were tested (collection #6), 54% of all smokers had tried e-cigarettes, at least once, a large increase in e-cigarette use when compared to recent published literature. When looking at those smokers who viewed the ads in Collection #6, those who used e-cigarettes were much more likely (64%) to have attempted a quit attempt in the past twelve months, than those who had not used (36%) e-cigarettes. Collection #6 did not probe on the usage of e-cigarettes in any detailed manner. Given the impact of e-cigarette usage with quit attempts and other desired outcome behavior, further exploratory analysis within top performing ads is needed here. Therefore, there are no similar data available.
The Centers for Disease Control and Prevention’s Office on Smoking and Health collaborates with other U.S. government agencies that sponsor or endorse health communication projects, such as the FDA’s Center for Tobacco Products, NIH, NCI and SAMHSA. These affiliations serve as information channels, help prevent redundancy, and promote use of consistent measures of effectiveness. Coordination activities include questionnaire review and item standardization where at all possible.
CDC and FDA are developing complementary but distinct communication campaigns. Staff in OSH’s Health Communications Branch are thus working closely with staff in FDA’s Health Communication and Education unit. Conference calls are held as needed to review plans. The message testing proposed in this GenIC does not duplicate FDA efforts. Points of contact for this coordination are
CDC: Diane Beistle, Chief, Health Communication Branch, telephone (770)488-5066, email [email protected]
CDC: Michelle O’Hegarty, Health Communication Specialist, Health Communication Branch, telephone (770)488-5582, [email protected]
FDA: Tesfa Alexander, Health Communication Specialist, Office of Health Communication and Education, telephone (301)796-9335, email [email protected]
FDA: Erica Schlosser, Health Communication Specialist, Office of Health Communication and Education, telephone (301)796-9352, email [email protected]
There will be no impact on small businesses or other small entities.
Without the proposed information collection, CDC/OSH will have only limited and anecdotal information to guide ad development and consequently risks developing a campaign that will not be effective in achieving its goals of getting smokers to quit. Given the large investment of US government funds in the Tips campaign, an ineffective campaign would result in poor use of limited government resources. Finally, the Tips campaign is a critical prevention component of larger efforts of health reform for our nation under the Affordable Care Act.
The testing activities fully comply with the regulation and guidelines in 5 CFR 1320.5. There are no special circumstances.
Not applicable.
Health message development and testing occur in a highly dynamic, fast-paced environment. Utilization of existing respondent panels allows CDC/OSH to obtain information quickly so that adjustments can be made, as needed, and health messages and campaigns can progress rapidly from the planning stage to the implementation stage. Similar rapid turnaround techniques are used in the private sector.
The panels from which respondents will be drawn are established Toluna panels that provide points as a reward for participation. Immediately upon completion of the survey, each respondent will be provided with a certain number of points that are equivalent to $1.00. Those points are accrued with other points when the panelist takes part in other surveys. At any time, the panelist is able to redeem their points for different products, such as gift cards.
Toluna manages the rewards programs for its panel and follows a strict privacy policy and safeguards the privacy of panel members at all times. For Toluna’s Privacy Policy and Terms and Conditions, please see Attachment 3 and Attachment 4.
All respondents will be recruited from an existing panel maintained by CDC’s data collection contractor, Toluna. Although demographic information (e.g., gender, age, and race) will be gathered, no direct personal identifiers (e.g., full name, phone number, social security number, etc.) will be collected or maintained as part of the Screener (see Attachment 1a), or Main Questionnaire (see Attachment 1b). The respondent’s age is requested during the screening process to identify members of the key target audience for this test. No directly identifying information will be transmitted to CDC/OSH. The Privacy Act does not apply.
While Toluna has access to personally identifiable information (PII) on panel subscribers, no PII will be shared with CDC or any agencies outside of Toluna. All data will be reported in the aggregate. All data will be stored on password-protected databases to which only Toluna employees working on this project have access. Toluna is firmly committed to protecting the privacy of its panel members. Their policies ensure that PII is not released without panel member permission. In support of its privacy policies, Toluna has been awarded TRUSTe's Privacy Seal signifying that this privacy policy and practices have been reviewed for requirements including transparency, accountability and choice regarding the collection and use of panel member personal information. Toluna also participates in and adheres to the U.S.‐EU Safe Harbor Framework as set forth by the U.S. Department of Commerce regarding the collection, use, and retention of data. Toluna’s data collection conforms to the Council of American Survey Research Organizations (CASRO) Code of Standards and Ethics for Survey Research, the European Society of Opinion and Marketing Research (ESOMAR) Codes and Guidelines for Survey Research, the European Commission Directive on Data Protection, SNYTEC in France, the French law on "Informatique et Libertés", CNIL, the American Association for Public Opinion Research (AAPOR) Code of Professional Ethics and Practices, the Federal Trade Commission (FTC) Fair Information Practice Principles, the FTC’s Children’s Online Privacy Protection Act (COPPA) Final Rule, the Children’s Advertising Review Unit (CARU) Guidelines for Advertising on the Internet and Online Services, the Health Insurance Portability and Accountability Act (HIPAA), the Graham-Leach Bliley Act (GLB), and the CAN-SPAM Act. (See Attachment 3 for further details on privacy policy.)
Respondent Advisements and Consent
Respondents will be advised of the nature of the activity, the length of time it will require, and that participation is voluntary. They are also provided with the Privacy Policy. The appropriate advisements are included in the Screener as well as the initial page of the Main Questionnaire. Respondents will be assured that they will incur no penalties 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.
CDC’s National Center for Chronic Disease Prevention and Health Promotion (NCCDPHP) has reviewed this submission and determined that it does not involve research with human subjects and does not require review and approval by CDC’s IRB.
The majority of questions asked will not be of a sensitive nature. There will be no requests for a respondent’s Social Security Number (SSN).
It will be necessary to ask some questions that may be considered sensitive. The sensitive questions are needed for audience segmentation, to examine whether reactions to the ads vary across different audience segments, and to understand respondent motivation toward behavior change.
The theory of planned behavior, a framework used in the development of this campaign, provides the rationale for evidence-based messaging to change attitudes, beliefs, intentions and behavior at the target audience level. We also know that health messages that elicit emotional reactions may be highly motivating. This conceptual framework justifies the collection of information about respondent smoking history, attitudes, beliefs, motivation to change smoking behavior, and emotional reactions to the ads.CDC is interested in developing ads with high potential impact. We are thus interested in the reactions of population subgroups that are known to have smoking prevalence rates that are higher than the national average. As a result, this information collection includes questions about LGBT status and military duty status. In the LGBT community, smoking prevalence is 33%, compared with 19.5% among heterosexual individuals, due in part due to aggressive marketing of tobacco and e-cigarette products to the LGBT community. Similarly, in 2011 an estimated 24% of active military personnel were current cigarette smokers, a rate that was higher than the national average (19%). The main questionnaire includes questions that will allow us to examine the receptivity of ads in these population subgroups.
Sensitive information will only be requested when necessary and questions requesting such information will include a “decline to answer” option. Respondents will be informed of the applicable privacy safeguards.
The
data collection will occur in a single field period for all
respondents. CDC’s contractor, Toluna, will collect the
necessary data. We expect to screen approximately 3,900 potential
respondents who are part of the Toluna panel in order to obtain
completed questionnaires from 3,000 respondents in the target age
range of 18-54 years, smokers or former smokers, who have used or are
open to using e-cigarettes.
Toluna has deep profiling and demographic information on its panel members, including smoking status and socio-economic factors such as education and employment. Screening will be conducted to confirm that Toluna’s information is correct and to assess whether any information has changed (i.e., educational status, state of residence, smoking status). Once respondents have been screened and have qualified to participate in this health message testing activity, they immediately enter the online Main Questionnaire. Given the similarity of the creative materials under test, each respondent will be shown one ad only, that is, this copy test is a monadic copy test. Respondents will be shown the ad and asked a series of questions specific to the ad regarding believability, engagement with the ad and potential subsequent behavior based on call-to-action.
All information will be collected electronically. The information collection instruments are included as Attachments 1a/1b. Screen shots of the Web-based survey are included as Attachment 5.
We estimate that 900 respondents will discontinue their participation after completing the Screener (“Incompletes”). For these respondents, the estimated burden per response is 2 minutes (Attachment 1a).
We estimate that 3,000 respondents will complete the screening process and continue to the main questionnaire (“Completes”). For these respondents, the estimated burden is 23 minutes (2 minutes for the Screener [Attachment 1a] plus 21 minutes for the Main Questionnaire [Attachment 1b]).
The total number of individuals involved in data collection is 3,900. The estimated burden per response varies from 2-23 minutes with an average of 18.15 minutes. The total estimated burden to respondents is 1,180 hours.
Type of Respondents |
Form Name |
Number of Respondents |
Number of Responses per Respondent |
Average Burden per Response (in hours) |
Total Burden (in hours) |
Toluna Panel members (Incomplete) |
Screener |
900 |
1 |
2/60 |
30 |
Current or former adult cigarette smokers who are open or have used e-cigarettes (Completes) |
Screener and Questionnaire |
3,000 |
1 |
23/60 |
1,150 |
Total |
|
3,900 |
|
|
1,180 |
The estimated cost of the time devoted to this information collection by respondents is $27,140, as summarized in Table A.12.B. To calculate this cost, we used the mean hourly wage of $23, which represents the Department of Labor estimated mean for state, local, and private industry earnings. There are no direct costs to respondents associated with participation in this information collection.
Type of Respondents |
Form Name |
Total
Burden |
Average Hourly Wage |
Total Cost |
Toluna Panel members (Incomplete) |
Screener |
30 |
$23 |
$690 |
Current or former adult cigarette smokers who are open or have used e-cigarettes (Completes) |
Screener and Questionnaire |
1,150 |
$23 |
$26,450 |
|
Total |
$27,140 |
||
None.
Approximately 5% of one full-time equivalent (FTE) and 1% of one senior manager will be required to oversee the information collection activities for one month. Responsibilities will include internal coordination and review of materials and reports and maintaining proper accounting of burden hours. The agency estimates that it will take a GS-14, at a wage rate of $48.41 an hour, approximately 10 hours to manage the project, totaling approximately $484. It is estimated to take a GS-15, at a wage rate of $64.54 an hour, approximately three hours to oversee the total project, totaling approximately $194.
The total average annualized cost to the government for CDC/OSH oversight is $678.
Government Personnel |
Time Commitment |
Hourly Basic Rate |
Total |
GS-14 |
5% |
$48.41 |
$484 |
GS-15 |
1% |
$64.54 |
$194 |
Subtotal, Government Personnel |
$678 |
||
Contract Costs |
$97,000 |
||
Total Costs |
$97,678 |
||
Contractors on CDC/OSH’s behalf will conduct the majority of data collection activities. The total cost of the data collection contractors is $97,000 which includes consultation, instrument design and development, recruitment, data collection, analyses, and reporting. Toluna will collect the data from the respondents. Activities are coordinated through a contract with the Plowshare Group, a specialist in media campaigns.
The grand total cost for the project, including government and contractor cost, is $97,678.
This is a new data collection.
The information will be used to inform health communication strategies across OSH. The analysis will examine overall levels of perceived effectiveness of the creative materials under test, as measured by the frequency of respondents’ reporting that the materials were believable and convincing, a call to action, attention-grabbing, credible, motivational, easy to understand, and provided new information. We will also analyze qualitative open-ended responses for the respondents’ answers to open-ended questions, such as respondents’ perceptions of the ‘main message’ of the ad, concerns about the ad, as well as likes and dislikes. Here we will look for commonalities and differences in terms of message interpretation by different segments, and for common themes in terms of elements that resonate well or poorly with respondents. We will examine overall levels of respondent motivation in response to the ads, as measured by the frequency of responses to whether they would talk to someone else about the ad or if the ad would make them take some other action (quit smoking, encourage someone to quit smoking, call the 1-800 Quitline, go online, etc.). Our findings from these analyses will be immediately used to revise the ads and to help ensure this aspect of the campaign is effective.
Estimating an OMB approval date of February 21, 2014, we plan to begin the information collection activity for the three ads on February 21, 2014. We are aiming for a campaign launch date of one or more of these advertisements within the April-May 2014 timeframe, and multiple steps are required between approval of this rough-cut testing activity and the launch in order to meet that target date.
Task |
Approximate |
CDC submits OMB Package to OMB for approval |
2/14/13 |
Milestone: OMB approves Request |
2/21/14 |
Television Ad Copy Testing Field Period begins |
2/21/14 |
Television Ad Copy Testing Report complete |
03/07/2014 |
Modification of ads based on the results of testing complete |
03/14/2014 |
The expiration date of OMB approval will be displayed on all information collection instruments.
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| File Type | application/vnd.openxmlformats-officedocument.wordprocessingml.document |
| Author | bkf4 |
| File Modified | 0000-00-00 |
| File Created | 2021-01-28 |