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The Effectiveness of Teen Safe Driving Messages and Creative Elements on Parents and Teens—New—National Center for Injury Prevention and Control (NCIPC), Centers for Disease Control and Prevention (CDC).
Background and Brief Description
Car crashes are the number one killer of teens, accounting for approximately one-third of all deaths within this age group. The National Center for Health Statistics reports that in 2004, a total of 3,620 young drivers were killed and an additional 303,000 were injured in motor vehicle crashes. In order to reduce these preventable deaths and injuries, parental awareness and education about Graduated Driver's Licensing (GDL) laws and the ways that parents can influence their children's safe driving are necessary. In preparation for a national campaign to educate parents about their role in their teens' driver education, it is necessary to determine the most effective messages and channels through which to communicate with parents. Ogilvy Public Relations Worldwide, PerformTech, International Communications Research (ICR) Survey and Fieldwork Network, on behalf of CDC, will conduct two studies to assess the appropriateness and impact of messages and creative materials intended to (a) increase parental involvement in their teen's driving education and experience, and (b) encourage teens to adopt safer driving practices.
The first information collection will be accomplished through focus group testing of campaign messages and materials with representatives from our target audiences, parents and teens, in two cities in the U.S. The findings will provide valuable information regarding parents' and teens' levels of awareness and concern about safe driving; motivators for behavior change, especially GDL compliance; and message/channel preferences. The information collected will be used to develop final creative materials to implement the teen safe driving campaign in pilot cities. The second information collection will be accomplished through pilot city testing, which will evaluate knowledge, attitude and behaviors of intended audiences both pre- and post-communications campaign. The campaign will target parents of newly licensed drivers. It will encourage parents to understand state regulations regarding new drivers, talk with their teens about safe driving practices, and both manage and monitor their teens' driving behavior. Testing Start Printed Page 73023will be conducted through brief telephone surveys intended to assess knowledge, attitudes and behaviors of parents and teens related to safe driving practices, GDL laws, and parental management of new drivers before and after the campaign; with the goal of observing a marked increase in parental management at the time of the post campaign survey.
There is no cost to the respondents other than their time. The total estimated annualized burden hours are 195.
Estimated Annualized Burden Hours:
|Type of respondent||Form||Number of respondents||Number of responses per respondent||Average burden per respondent (in hours)|
|Parents||Parent Focus Group Screener||70||1||1/60|
|Teens||Teen Focus Group Screener||35||1||1/60|
|Parents||Parent Focus Group Questions||20||1||2|
|Teens||Teen Focus Group Questions||10||1||2|
|Parents||Pre/Post Intervention Survey Screener||900||1||1/60|
|Parents||Pre/Post Intervention Survey||400||1||15/60|
Dated: December 18, 2007.
Maryam I. Daneshvar,
Acting Reports Clearance Officer, Centers of Disease Control and Prevention.
[FR Doc. E7-24932 Filed 12-21-07; 8:45 am]
BILLING CODE 4163-18-P