It's what you do! Reflections on the VERB campaign

This article shares the first-hand experiences of the CDC's VERB team in planning, executing, and evaluating a campaign that used social marketing principles, which involved paid media advertising, promotions, and national and community partnerships to increase physical activity among children...

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Bibliographic Details
Published in:American journal of preventive medicine 2008-06, Vol.34 (6 Suppl), p.S175-S182
Main Authors: Wong, Faye L, Greenwell, Michael, Gates, Suzanne, Berkowitz, Judy M
Format: Article
Language:English
Subjects:
Adolescent
Advertising
Advertising as Topic
Centers for Disease Control and Prevention (U.S.)
Child
Community Participation
Female
Health Education
Health promotion
Health Promotion - methods
Health Promotion - organization & administration
Humans
Male
Marketing
Mass Media
Motor Activity
Private Sector
Public Sector
Public-Private partnerships
Social Marketing
Students
United States
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Summary:This article shares the first-hand experiences of the CDC's VERB team in planning, executing, and evaluating a campaign that used social marketing principles, which involved paid media advertising, promotions, and national and community partnerships to increase physical activity among children aged 9-13 years (tweens). VERB staff gained valuable experience in applying commercial marketing techniques to a public health issue. This article describes how marketing, partnership, and evaluation activities were implemented to reach a tween audience. In doing so, fundamental differences in marketing between public health and the private sector were revealed.
ISSN:0749-3797
DOI:10.1016/j.amepre.2008.03.003