Global Dialogue Public Comment

PUBLIC SUBMISSION

As of: February 10, 2012
Received: February 07, 2012
Status: Draft
Category: International Organization - I0032
Tracking No. 80faf7f1
Comments Due: February 13, 2012
Submission Type: Web

Docket: FDA-2011-N-0867
Agency Information Collection Activities; Proposed Collection; Comment Request; Experimental Study
on the Public Display of Lists of Harmful and Potentially Harmful Tobacco Constituents
Comment On: FDA-2011-N-0867-0001
Agency Information Collection Activities; Proposals, Submissions, and Approvals: Experimental Study
on PublicDisplay of Lists of Harmful and Potentially Harmful Tobacco Constituents
Document: FDA-2011-N-0867-DRAFT-0002
- EComment

Submitter Information
Name: Karen Kozachok Gutierrez
Address:
MN, 
Organization: Global Dialogue for Effective Stop-Smoking Campaigns

General Comment
Thank you for the opportunity to provide comments. My relevant background is as follows:
7 years as Director of Global Dialogue for Effective Stop-Smoking Campaigns, an initiative that helps
ministries of health and NGOs develop more effective mass media campaigns to reduce tobacco use
and exposure to secondhand smoke.
6 years as a CDC Fellow for the Office on Smoking or Health's Health Communications Branch where
my role was to develop best practices, campaign training tools and to provide assistance to
departments of health and NGOs on their tobacco counter-marketing campaigns.
13 years in Marketing/Advertising with Procter & Gamble where my roles including marketing to
Hispanics, youth and other specific populations.
Here are my comments:
1) I don’t know if it’s possible given the 3000 base size of respondents, but ideally to gauge
understanding of the various numbered statements, you would ask the respondents to say/type what
they understood each statement to mean. That would give you a good understanding of whether
they “get” the message or just say they do. Reading and coding the responses would be timeconsuming but valuable.
2) Assuming that the research will also provide an example list of chemicals/ingredients for the
respondents to react to, I would also include a link to a website (with an easy to remember name)
that presumably they could visit to get more information about any/all of the ingredients. Then I’d
ask whether they think they would visit the site.
3) Other variables that are important in terms of helping or hindering communication include:
a. color of font—dark colors on lighter backgrounds are usually easier to read
b. size of font--the size of the cigarette packs will limit this, so it’s important to do the research using
the size of font that will be feasible/necessary

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c. caps or lower case-- some people feel that words in all caps are more difficult to read than caps at
beginning of words followed by lower case
d. type of font--som

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