[Federal Register Volume 59, Number 27 (Wednesday, February 9, 1994)]
[Unknown Section]
[Page 0]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 94-2883]
[[Page Unknown]]
[Federal Register: February 9, 1994]
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DEPARTMENT OF HEALTH AND HUMAN SERVICES
Food and Drug Administration
Partial Support for Children's Nutrition Label Literacy Project;
Consideration of Cooperative Agreement
AGENCY: Food and Drug Administration, HHS.
ACTION: Notice.
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SUMMARY: The Food and Drug Administration (FDA) is announcing that it
has accepted for consideration a single source application from KIDSNET
(a nonprofit, multimedia organization) for partial support for Phase II
of the ``Kid's Label Literacy Project'' in the form of a cooperative
agreement. Phase I, which has been completed, was funded from private
sources. The goal of this multimedia project is to help create
generations of label literate adults by motivating children to look for
and to use the new food label on their own and with the help of their
parents.
FOR FURTHER INFORMATION CONTACT:
Regarding the administrative and financial management aspects:
Maura C. Stephanos, Division of Contracts and Grants Management (HFA-
520), Food and Drug Administration, 5600 Fishers Lane, Rockville, MD
20857, 301-443-6170.
Regarding the programmatic aspects: Sherree Lancaster, Office of
the Commissioner (HFA-5), 5600 Fishers Lane, Rockville, MD 20857, 301-
443-8122.
SUPPLEMENTARY INFORMATION: FDA is announcing that it has accepted for
consideration a single source application from KIDSNET for support of a
children's nutrition label literacy project. Competition is limited to
KIDSNET because it has developed a unique combination of commitments
and partnerships that bring together educators and the broadcast media,
as well as nutritionists, food industry representatives, trade
associations, and others to launch this multimedia project.
Specifically, KIDSNET has: (1) Formed a partnership with the National
Education Association, representing more than 2 million teachers, which
will help to develop and distribute a curriculum to teachers and to
medical, health, and social service professionals via its health
information network; (2) arranged for Houghton-Mifflin, the company
that holds the rights to the popular children's character ``Curious
George,'' to allow the character to be used in television (TV) public
service announcements (PSA's), videos, and a variety of printed
materials to educate children about the food label (in a way similar to
that in which ``Smokey the Bear'' educates children about forest
fires); (3) received the endorsement from KIDSNET's broadcast industry
advisory board, which includes all four TV networks and the major cable
TV networks, to produce TV PSA's that will run during the best time
slots targeted for children; (4) formed a kid's label literacy media
task force representing national broadcast and cable networks and a
leading children's production company to develop and implement this
project and ensure widespread usage of the PSA's on the major national
TV and cable networks; (5) arranged for the Federal Consumers
Information Center to distribute a parent and teacher companion
brochure which will be promoted during the PSA's; (6) signed-on more
than 100 representatives of industry and trade associations and experts
in child development and nutrition to participate in this project; (7)
identified, met with, and held preliminary discussions with various
children's museums to develop and promote a kid's label literacy
exhibit; and (8) as a result of KIDSNET's Phase I activities, acquired
expertise and recognition in the field of children and label literacy.
FDA's authority to enter into grants and cooperative agreements is set
out in section 301 of the Public Health Service Act (42 U.S.C. 241).
FDA's programs are described in the Catalog of Federal Domestic
Assistance No. 93.103. Before entering into grants or cooperative
agreements, FDA carefully considers the benefits that such support will
provide the public.
KIDSNET's application for this award will undergo a noncompetitive
dual peer review. An external review committee of experts in nutrition,
food labeling, and media has reviewed and evaluated the application
based on its expressed ability to successfully accomplish the goals of
the project. A second level review will be conducted by the National
Advisory Environmental Health Sciences Council, which regularly reviews
applications for FDA.
I. Background
In 1991, FDA and the U.S. Department of Agriculture initiated a
food labeling education campaign to increase consumers' knowledge and
effective use of the new food label to assist them in making accurate
and sound dietary choices in accordance with the Dietary Guidelines for
Americans. The goals of the campaign are to promote awareness of the
food label and to motivate consumers to use food label information in
making more nutritious food selections in order to achieve healthier
diets. A major thrust of the campaign is to encourage and build
partnerships among and with health, nutritional, and consumer groups in
order to develop, disseminate, and evaluate materials and projects
educating children about the new food label. FDA also recognizes that
the learning process must be expanded beyond the classroom to include
other areas of frequent exposure such as children's TV programming.
In 1992, in support of this campaign, KIDSNET initiated Phase I of
the ``Kid's Label Literacy Project.'' This initial phase of the project
involved research and development of an outline for an educational and
public outreach initiative to educate children about nutrition through
food labeling. In December 1991, KIDSNET conducted several children's
focus groups to: (1) Examine children's attitudes and behavior
regarding food purchasing, preparation, and consumption; (2) determine
children's awareness and knowledge of the relationship between food and
nutrition; and (3) identify sources of information on food. As part of
its efforts to reach out to the various constituencies involved in
nutrition education, KIDSNET conducted a seminar in January 1994, with
more than 100 representatives from the government, food industry,
nutrition and educational health communities, public interest groups,
and the media to obtain their insights and cooperation regarding this
initiative. During the National Education Association's National Health
Conference, held in the spring of 1993, KIDSNET surveyed participants
to determine how this labeling initiative should be implemented in the
schools. Educators from 10 States volunteered to participate in
curriculum development and evaluation. In addition, KIDSNET reviewed
various cartoon characters to identify one that would become the key
symbol for the project. The character ``Curious George'' was selected
to be the key symbol and will become part of the educational, consumer,
TV, and product elements of the initiative.
II. Mechanism of Support
A. Award Instrument
Support for the ``Kids Label Literacy Project,'' if awarded, will
be in the form of a cooperative agreement in the anticipated amount of
$50,000. The award will be subject to all policies and requirements
that govern the programs of the Public Health Service, including the
provisions of 45 CFR part 74 and the Public Health Service grants
policy statement.
B. Length of Support
The length of support will be 1 year with the possibility of an
additional 2 years of noncompetitive support. Continuation beyond the
first year will be based upon performance during the preceding year and
the availability of Federal fiscal year appropriations.
C. Delineation of Substantive Involvement
1. All PSA's will be reviewed and approved by the FDA for product
content.
2. FDA will have full representation on the advisory board.
3. FDA will review and approve all education material distributed
by KIDSNET.
4. FDA will be consulted on the implementation of the traveling
exhibits.
III. Reasons for Single Source Selection
FDA is offering this cooperative agreement to KIDSNET to encourage
continuation of the ``Kids Label Literacy Project'' by providing
partial support of Phase II. FDA believes that there is compelling
evidence that KIDSNET is uniquely qualified to fulfill the goals of the
children's nutrition label literacy project. While completing Phase I
of the project, KIDSNET has obtained expertise and recognition in
educating children about nutrition and the food label via the media.
Also, KIDSNET has developed a unique combination of partnerships and
commitments from various sectors; these include: (1) Major TV networks
and cable TV, which will run the PSA's during the best time slots for
children; (2) the Federal Consumer Information Center, which will
distribute the companion brochure; (3) the National Education
Association, which will help write, publish, and distribute a
curriculum to schools; (4) release by the company holding the rights to
the popular children's character ``Curious George,'' which could be
used in the PSA's, videos, and printed materials; and (5) various
children's museums throughout the United States, which expose the
public to a variety of pertinent and timely information. In the past 2
years, KIDSNET has laid a strong foundation for the successful
introduction and implementation of this project. In December 1991, it
conducted focus groups on the subject of nutrition and the food label
with children. In January 1992, KIDSNET held a national symposium in
Washington, DC, with participation from government, public interest
groups, educational organizations, and representatives of the private
sector to help focus the project and generate support for such an
initiative.
IV. Reporting Requirements
Program progress reports and financial status reports (Standard
Form SF-269) will be required quarterly, based on date of award. These
reports will be due within 30 days after the last day of each quarter.
Final program progress and financial status reports will be due 90 days
after expiration of the project period of the grant.
Dated: January 31, 1994.
Michael R. Taylor,
Deputy Commissioner for Policy.
[FR Doc. 94-2883 Filed 2-8-94; 8:45 am]
BILLING CODE 4160-01-F
