VERB (program)
VERB was a physical activity program of the Center for Disease Control and Prevention of the United States Government. It included print, online, and television national paid advertising. It ran from 2002 to 2006. The main goal of the VERB campaign was to increase and maintain physical activity among “tweens” (children ages 9–13). The campaign is based upon social marketing principles (produce, price, place and promotion) and culturally targets this age group. It encourages life style changes such as playing more and “trying new verbs.” [1]
An evaluation of the program in 2004 found it to have an expansive reach. Among exposed children, 96% reported understanding of at least one key campaign message. Children who reported being aware of the VERB campaign engaged in 3.9 weekly sessions of free-time activity while children with no VERB awareness reported 3 sessions of physical activity. This is a 22% differences between the VERB aware and unaware.[1]
In 2004, an additional program called "VERB Summer Scorecard" emerged from the national VERB campaign. VERB Summer Scorecard was developed first launched by Fit Kentucky and the Lexington Fayette County Health Department (creating the Lexington Tweens Nutrition and Fitness Coalition). It has since been adapted and disseminated in 22 communities including cities in Florida, Nebraska, Iowa and Colorado. VERB Summer Scorecard promotes and incentivizes physical activity opportunities by creating a “passport” (scorecard) system for children to track their physical activity. It creates “activity-friendly communities” to facilitate exercise.[2]
References
- 1 2 Huhman, Marian E.; Potter, Lance D.; Duke, Jennifer C.; Judkins, David R.; Heitzler, Carrie D.; Wong, Faye L. "Evaluation of a National Physical Activity Intervention for Children". American Journal of Preventive Medicine. 32 (1): 38–43. doi:10.1016/j.amepre.2006.08.030.
- ↑ "Preventing Chronic Disease: September 2011: 10_0173". www.cdc.gov. Retrieved 2016-03-30.