Federal Register / Vol. 74, No. 103 / Monday, June 1, 2009 / Notices 26201 

OMB Desk Officer: David Rostker, 

(202) 395–3897. 

Copies of the above information 

collection proposal can be obtained by 

calling or writing Diana Hynek, 

Departmental Paperwork Clearance 

Officer, (202) 482–0266, Department of 

Commerce, Room 7845, 14th and 

Constitution Avenue, NW., Washington, 

DC 20230 (or via the Internet at 

dHynek@doc.gov). 

Written comments and 

recommendations for the proposed 

information collection should be sent 

within 30 days of publication of this 

notice to David Rostker, OMB Desk 

Officer, FAX number (202) 395–7285, or 

David_Rostker@omb.eop.gov. 

Dated: May 27, 2009. 

Gwellnar Banks, 

Management Analyst, Office of the Chief 

Information Officer. 

[FR Doc. E9–12607 Filed 5–29–09; 8:45 am] 

BILLING CODE 3510–22–P 

DEPARTMENT OF COMMERCE 

Submission for OMB Review; 

Comment Request 

The Department of Commerce will 

submit to the Office of Management and 

Budget (OMB) for clearance the 

following proposal for collection of 

information under the provisions of the 

Paperwork Reduction Act (44 U.S.C. 

chapter 35). 

Agency: U.S. Census Bureau. 

Title: 2010 Census Integrated 

Communication Program (ICP) 

Evaluation. 

Form Number(s): Various. 

OMB Control Number: None. 

Type of Request: New collection. 

Burden Hours: 7.100. 

Number of Respondents: 11,200. 

Average Hours per Response: 38 

minutes. 

Needs and Uses: Census 2000 was the 

first decennial census to use a paid 

advertising campaign. The campaign 

featured use of print and broadcast 

media, as well as outdoor advertising, to 

emphasize the importance of 

responding to the census. Five 

advertising agencies were used—one to 

create the core message, and the others 

to tailor it to specific audiences. The 

Census Bureau also established 

partnerships with many diverse groups 

at all levels of government, both to 

publicize the census and to encourage 

participation. Numerous promotions 

and special events were held across the 

country. The available evidence 

suggests that the Census 2000 

Partnership and Marketing Program 

along with other efforts aimed at 

improving census participation, 

succeeded in reversing a long-term 

decline in mail response rates 

(especially in traditionally hard-toenumerate groups), and may also have 

improved cooperation with Census 

Bureau enumerators, helping to shorten 

and reduce the costs of Nonresponse 

Followup (NRFU) efforts. 

The 2010 Census Integrated 

Communications Campaign (ICC) is 

intended to build on the success of the 

Census 2000 Partnership and Marketing 

Program. For 2010, the Census Bureau 

will use an approach that integrates a 

mix of mass media advertising, targeted 

media outreach to specific populations, 

national and local partnerships, 

grassroots marketing, school-based 

programs, and special events. By 

integrating these elements with each 

other and with the Census Bureau’s 

2010 operations, the campaign’s goal is 

to more effectively help ensure that 

everyone, especially the hard to 

enumerate, is reached. 

The Census Bureau will use an 

independent evaluation of the 2010 

Census ICC to determine if the 

campaign is achieving its goals. The 

purpose of the evaluation is to assess 

the impact of the entire campaign for 

paid media/advertising, partnerships, 

Census in Schools program, and other 

campaign activities. The evaluation will 

allow stakeholders to determine if the 

significant investment in the 2010 

Census ICC was justified by such 

outcomes as reduced NRFU burden, 

reduced differential undercount, and 

increased cooperation with 

enumerators. The 2010 Census 

Integrated Communications Program 

(ICP) Evaluation is designed as a multimethod approach that will increase the 

depth and breadth of the evidence 

available for the assessment and will 

support valid, robust, and actionable 

conclusions about the impact of the 

2010 Census ICC. The Census Bureau 

has contracted with the National 

Opinion Research Center (NORC) at the 

University of Chicago to design, 

conduct, and analyze the 2010 Census 

ICP Evaluation. 

Complimentary to the NORC 

evaluation is the Paid Advertising 

Heavy-Up Experiment (PAHUE). For 

this experiment, pairs of DMA’s will be 

matched on indicators such as hard to 

count scores, mail return rates in Census 

2000, race/ethnic populations, poverty 

rates, urban/rural composition, 

linguistic isolation population, and 

number of households. Once the DMAs 

are identified, one-half of each pair will 

be randomly assigned to receive a 50 

percent ‘‘heavy-up’’ of paid advertising. 

The 2010 Census ICC contract is a 

major public expenditure and has great 

potential to affect the quality and 

overall cost of the 2010 Census. For 

these reasons, a rigorous and 

independent evaluation of the 2010 

Census ICC is essential for assessing the 

success of the 2010 Census and 

planning for the 2020 Census. 

The 2010 Census ICP Evaluation must 

answer the critically important 

questions the Census Bureau has posed 

about effective communications for 

Census success, and must do this in a 

statistically rigorous manner, defensible 

to all stakeholders and concerned 

parties—in the Census Bureau; in the 

U.S. Congress, whose membership, 

policies, and plans depend on the 

outcome of the decennial census; in 

other levels and entities of government; 

the Census Advisory Committees; and 

in the research community. Specifically, 

the evaluation must determine whether 

the 2010 Census ICC achieved its three 

primary goals: (1) Increasing the mail 

response rate; (2) improving the overall 

accuracy of the 2010 Census by 

reducing differential undercounting of 

population by race/ethnicity; and (3) 

improving cooperation with Census 

enumerators—all by directly and 

indirectly influencing public awareness, 

attitudes, intentions, and ultimate 

behaviors. 

Affected Public: Individuals or 

households. 

Frequency: One time. 

Respondent’s Obligation: Voluntary. 

Legal Authority: Title 13 U.S.C. 

Sections 141 and 193. 

OMB Desk Officer: Brian HarrisKojetin, (202) 395–7314. 

Copies of the above information 

collection proposal can be obtained by 

calling or writing Diana Hynek, 

Departmental Paperwork Clearance 

Officer, (202) 482–0266, Department of 

Commerce, Room 7845, 14th and 

Constitution Avenue, NW., Washington, 

DC 20230 (or via the Internet at 

dhynek@doc.gov). 

Written comments and 

recommendations for the proposed 

information collection should be sent 

within 30 days of publication of this 

notice to Brian Harris-Kojetin, OMB 

Desk Officer either by fax (202–395– 

7245) or e-mail (bharrisk@omb.eop.gov). 

Dated: May 27, 2009. 

Glenna Mickelson, 

Management Analyst, Office of the Chief 

Information Officer. 

[FR Doc. E9–12624 Filed 5–29–09; 8:45 am] 

BILLING CODE 3510–07–P