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pdfCommunity Health Media Center – Testing Educational Campaign Materials with
African American and Hispanic Audiences
Attachment 1 – Testing Plan and Burden Hours Table
Contents
Attachment 1a: Testing Plan ....................................................................................................... 1
Attachment 1b: Burden Hours Table .......................................................................................... 5
Community Health Media Center – Testing Educational Campaign Materials with
African American and Hispanic Audiences
Attachment 1a: Testing Plan
Background
The Centers for Disease Control and Prevention (CDC) has contracted with FHI 360 to assess
television, radio and print materials through an online survey. The educational campaign
materials identified for testing were selected from materials made available to local
communities through the CDC Division of Community Health (DCH) Community Health Media
Center (CHMC).
Specifically, the materials selected for testing in this data collection request are those that
target one of three vulnerable populations (African Americans, Hispanic (English speaking),
and/or Hispanic (Spanish speaking)) distributed across four educational campaign topics
(healthy drinks, physical activity, healthy food, and healthy living).
A total of 114 educational campaign materials are proposed for testing in a nested design:
32 ads developed for use with African American audiences
o 13 ads focusing on healthy drinks
o 6 ads focusing on physical activity
o 6 ads focusing on healthy food
o 7 ads focusing on healthy living
41 ads developed for use with Hispanic English speaking audiences
o 14 ads focusing on healthy drinks
o 10 ads focusing on physical activity
o 7 ads focusing on healthy food
o 10 ads focusing on healthy living
41 ads developed for use with Hispanic Spanish speaking audiences
o 13 ads focusing on healthy drinks
o 10 ads focusing on physical activity
o 12 ads focusing on healthy food
o 6 ads focusing on healthy living
Information will be collected from respondents before and after exposure to campaign
materials in a continuous 3‐part process (pre‐exposure information collection; exposure to
campaign materials; and post‐exposure information collection). For each material, respondents
will be asked to assess the following:
likability
salience
memorability
1
effectiveness
message interest
trust
persuasiveness
importance
believability
The final part of the assessment will gauge behavioral intention to take health‐related action
after exposure to the messages in the materials.
A data collection summary report with topline results will be written and the data will be
formatted into an interactive Excel presentation called a “flash report” that includes graphs of
closed‐ended questions and a drop‐down menu that allows a quick look at the results through a
wide range of desired demographic, behavioral, or attitudinal breakouts. In addition, the
material assessment data itself will be formatted into a consumer feedback grid for use by
educational campaign planners, health organizations, and those interested in how a particular
educational campaign material, or set of materials, performs on a series of relevant metrics
(e.g., likability, memorability, personal importance, and effectiveness). Thus, depending on an
educational campaign planner’s goals, top performing materials can be identified easily for
subsequent use.
Methodology
The data collection will consist of the following respondents and procedures:
Respondents. The respondents will be drawn from national panels using online surveys and will
comprise the following respondents:
African Americans
Hispanic (English speaking)
Hispanic (Spanish speaking)
We propose that each ad will be reviewed by 200 participants of the audience for which the ad
was developed. Five to seven ads will be shown to each participant. All respondents will be 25–
64 years‐old. Within each of the above categories, 67% will be screened in for being overweight
or obese based on BMI calculations. Age and gender distributions will approximately reflect
current Census data projections. The average estimated screener and survey length is 25
minutes.
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The number of respondents will be recruited as follows:
African American Audience
Educational
Number of Ads
Number of
Campaign Topic
Respondents
Healthy Drinks
6
200
7
200
Physical Activity
6
200
Healthy Food
6
200
Healthy Living
7
200
Total
32
Hispanic Audience (English speaking)
Educational
Number of Ads Number of Respondents
Campaign Topic
Healthy Drinks
7
200
7
200
Physical Activity
5
200
5
200
Healthy Food
7
200
Healthy Living
5
200
5
200
Total
41
Hispanic Audience (Spanish speaking)
Educational
Number of Ads Number of Respondents
Campaign Topic
Healthy Drinks
7
200
6
200
Physical Activity
5
200
5
200
Healthy Food
6
200
6
200
Healthy Living
6
200
Total
41
Total Number of Respondents by
Educational Campaign Topic
400
200
200
200
1,000
Total Number of Respondents by
Educational Campaign Topic
400
400
200
400
1,400
Total Number of Respondents by
Educational Campaign Topic
400
400
400
200
1,400
Consent. The survey will be implemented electronically over the Internet. Prior to beginning the
survey, participants will see a statement on their screen disclosing security procedures, the
option to refrain from responding to questions, and that participation is voluntary. The
statement will read as follows:
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“Thank you for your interest in participating in this survey about health information.
Your participation in this survey is completely voluntary. The screener will take
approximately 3 minutes to complete. If you qualify to participate, the online survey will
take approximately 22 minutes of your time. In this online survey, you are going to be
shown sample advertisements and asked to share your honest opinions about them.
Your responses will be entered into a database and will only be seen by researchers
associated with this online survey. Your answers will be kept secure to the extent
permitted by law. There will be no risk to you. You may stop at any time. You will receive
your gift, as it is explained in your online survey invitation, after completing the online
survey.
If you have any questions about this online survey or about your rights as an online
survey participant, please email them to StudyInfo@fhi360.org.
By clicking 'Continue,' I am agreeing to the above project description.”
Completion of the survey will be considered consent to the procedures noted in the disclosure.
Procedures. Information will be collected from respondents before and after exposure to
campaign materials in a continuous 3‐part process (pre‐exposure information collection;
exposure to campaign materials; and post‐exposure information collection.
Respondents will answer a series of questions to capture relevant health attitudes, beliefs,
interests, intentions, and behaviors related to the specific health issue being investigated.
They will then assess five to seven pre‐selected print, radio, and television materials. Exposure
order will be randomized to avoid order bias. Respondents will first review a set of materials
simulating an “educational campaign.” Each add in the educational campaign will be
individually assessed, and then after reviewing each of the ads, respondents will assess the
multiple educational campaign materials collectively as a group/set. Participants will then
either review 1) a second “educational campaign” made up of multiple education campaign
materials; or 2) three or four “individual” materials (not grouped as part of an educational
campaign) that will be individually assessed.
Following exposure to all materials, respondents will be asked additional questions about
relevant health attitudes, beliefs, interests, intentions, and behaviors related to the specific
health issue being investigated.
Analysis. Appropriate statistical tests (e.g., paired comparison t‐tests, McNemar statistic) will be
performed on key variables to assess differences across materials.
Timing. We expect to field the online survey December 2014 through February 2015 using
online market panels.
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Community Health Media Center – Testing Educational Campaign Materials with
African American and Hispanic Audiences
Attachment 1b: Burden Hours Table
Type of
Respondents
African
American
Form Name
Number of
Respondents
Number of
Responses per
Respondent
Burden per
Response
(in hrs)
Total
Burden
(in hrs)
Screener & Survey Instrument
for Healthy Drink Ads
400
1
25/60
167
Screener & Survey Instrument
for Physical Activity Ads
200
1
25/60
83
Screener & Survey Instrument
for Healthy Food Ads
200
1
25/60
83
Screener & Survey Instrument
for Healthy Living Ads
200
25/60
83
1
Total for African American Respondents
Hispanic
(English
speaking)
Screener & Survey Instrument
for Healthy Drink Ads
400
1
25/60
167
Screener & Survey Instrument
for Physical Activity Ads
400
1
25/60
167
Screener & Survey Instrument
for Healthy Food Ads
200
1
25/60
83
Screener & Survey Instrument
for Healthy Living Ads
400
1
25/60
167
Total for Hispanic (English speaking) Respondents
Hispanic
(Spanish
speaking)
416
584
Screener & Survey Instrument
for Healthy Drink Ads
400
1
25/60
167
Screener & Survey Instrument
for Physical Activity Ads
400
1
25/60
167
Screener & Survey Instrument
for Healthy Food Ads
400
1
25/60
167
Screener & Survey Instrument
for Healthy Living Ads
200
1
25/60
83
Total for Hispanic (Spanish speaking) Respondents
Total
584
1,584
5
File Type | application/pdf |
File Title | Microsoft Word - Attachment 1 Cover Sheet 12 02 14 |
Author | tlehman |
File Modified | 2014-12-18 |
File Created | 2014-12-18 |