Document ID: FEMA-2018-0016-0003
Agency: fema
Document Type: Notice
Title: Agency Information Collection Activities: Submission for OMB Review; Comment Request; Ready Public Service Advertising (PSA) Campaign Creative Testing Research
Posted Date: 2018-10-15T04:00Z

[Federal Register Volume 83, Number 199 (Monday, October 15, 2018)]
[Notices]
[Pages 51976-51977]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 2018-22301]

-----------------------------------------------------------------------

DEPARTMENT OF HOMELAND SECURITY

Federal Emergency Management Agency

[Docket ID: FEMA-2018-0016; OMB No. 1660-0139]

Agency Information Collection Activities: Submission for OMB 
Review; Comment Request; Ready Public Service Advertising (PSA) 
Campaign Creative Testing Research

AGENCY: Federal Emergency Management Agency, DHS.

ACTION: Notice and request for comments.

-----------------------------------------------------------------------

SUMMARY: The Federal Emergency Management Agency (FEMA) will submit the 
information collection abstracted below to the Office of Management and 
Budget for review and clearance in accordance with the requirements of 
the Paperwork Reduction Act of 1995. The submission will describe the 
nature of the information collection, the categories of respondents, 
the estimated burden (i.e., the time, effort and resources used by 
respondents to respond) and cost, and the actual data collection 
instruments FEMA will use.

DATES: Comments must be submitted on or before November 14, 2018.

ADDRESSES: Submit written comments on the proposed information 
collection to the Office of Information and Regulatory Affairs, Office 
of Management and Budget. Comments should be addressed to the Desk 
Officer for the Department of Homeland Security, Federal Emergency 
Management Agency, and sent via electronic mail to 
[email protected].

FOR FURTHER INFORMATION CONTACT: Requests for additional information or 
copies of the information collection should be made to Director, 
Information Management Division, 500 C Street SW, Washington, DC 20472, 
email address [email protected] or 
Aretha Carter, External Affairs Specialist, Federal Emergency 
Management Agency, (202) 288-6783, [email protected].

SUPPLEMENTARY INFORMATION: This proposed information collection 
previously published in the Federal Register on March 14, 2018 at 83 FR 
11222 with a 60-day public comment period. FEMA received 10 comments. 
Only one comment is related to the information collection, and states, 
``Whereas the abstract states, `FEMA proposes conducting qualitative 
research in the form of focus groups in order to test creative concepts 
developed for FEMA's national Ready public service advertising (PSA) 
campaign, which aims to educate and empower Americans to prepare for 
and respond to emergencies. The research will help determine the 
clarity, relevance, and motivating appeal of the concepts prior to 
final production of the advertising.' It does not state research will 
include the effectiveness of the PSA. Clearly it is difficult for 
metrics to be measured because they are not an exact science, and there 
is no way to measure success. What can be measured are `results'. 
Therefore PSAs should be written with the level of creativity where 
they generate results, then results or the effectiveness of the PSA can 
be measured. With no means of measurement stated in the abstract, it 
seems like determining if there is actual `qualitative testing' will 
not be captured.'' The proposed research is a qualitative research 
approach; the objective of the focus groups is to facilitate discussion 
around the creative PSA product developed and to identify patterns in 
response to determine whether the creative concepts are relevant to the 
intended audience, deliver the message clearly, and have potential to 
motivate behavior change. This data collection is not intended to 
measure whether the final produced campaign is impactful in-market; 
other methods, such as a survey of the campaign audience, are planned 
to evaluate the impact of the campaign and will be a separate data 
collection. The purpose of this notice is to notify the public that 
FEMA will submit the information collection abstracted below to the 
Office of Management and Budget for review and clearance.

Collection of Information

    Title: Ready PSA Campaign Creative Testing Research.
    Type of information collection: Revision of a currently approved 
information collection.
    OMB Number: 1660-0139.
    Form Titles and Numbers: FEMA Forms: FEMA Form 008-0-21, 
Recruitment Screener (script); FEMA Form 008-0-22, Focus Group 
Discussion Guide.

[[Page 51977]]

    Abstract: FEMA proposes conducting qualitative research in the form 
of focus groups in order to test creative concepts developed for FEMA's 
national Ready public service advertising campaign, which aims to 
educate and empower Americans to prepare for and respond to 
emergencies. The research will help determine the clarity, relevance, 
and motivating appeal of the concepts prior to final production of the 
advertising.
    Affected Public: Individuals or households.
    Estimated Number of Respondents: 90.
    Estimated Number of Responses: 90.
    Estimated Total Annual Burden Hours: 58.
    Estimated Total Annual Respondent Cost: $2,060.16.
    Estimated Respondents' Operation and Maintenance Costs: $0.
    Estimated Respondents' Capital and Start-Up Costs: $0.
    Estimated Total Annual Cost to the Federal Government: $52,834.81.

Comments

    Comments may be submitted as indicated in the ADDRESSES caption 
above. Comments are solicited to (a) evaluate whether the proposed data 
collection is necessary for the proper performance of the agency, 
including whether the information shall have practical utility; (b) 
evaluate the accuracy of the agency's estimate of the burden of the 
proposed collection of information, including the validity of the 
methodology and assumptions used; (c) enhance the quality, utility, and 
clarity of the information to be collected; and (d) minimize the burden 
of the collection of information on those who are to respond, including 
through the use of appropriate automated, electronic, mechanical, or 
other technological collection techniques or other forms of information 
technology, e.g., permitting electronic submission of responses.

William H. Holzerland,
Sr. Director, Information Management Division, Office of the Chief 
Administrative Officer, Mission Support, Federal Emergency Management 
Agency, Department of Homeland Security.
[FR Doc. 2018-22301 Filed 10-12-18; 8:45 am]
 BILLING CODE 9111-69-P