Having a Successful Physical Activity Event

INTRODUCTION

During the past 20 years, the combination of decreased physical activity and unhealthful eating has resulted in a doubling of the percentage of overweight children and adolescents. Recent reports indicate that five of every eight children aged 9 to 13 do not participate in any organized physical activity during their non-school hours, and almost one fourth do not engage in any free-time physical activity.

The VERB™ campaign directly and effectively reaches the national tween audience (9 to 13 year olds) to create a demand for physical activity, while campaign partners provide the local opportunities and local motivations for tweens to be active. This guide was created to help make your youth-focused physical activity efforts more appealing to tweens. If your goal is to encourage physical activity among 9 to 13 year olds in a way that has proven effective, you will find this guide beneficial whether or not you connect your efforts to the VERB brand.

VERB CAMPAIGN BACKGROUND

VERB is a national, multicultural campaign that encourages tweens to be physically active every day. The VERB campaign uses a combination of paid advertising, school and community promotions, and the Internet to promote physical activity as cool, fun, and a way to have a good time with friends. The successful, five year campaign began in 2001 and comes to a close in 2006.

The VERB brand was launched to get kids in America active and 'off the couch' by embracing positive physical activity. We have surrounded kids with VERB messaging and communications making this a genuine movement that has resulted in positive health behavior among our young people.

VERB is found in:

• Advertising: TV, print, & radio
• Schools
• Community-based organizations
• Web
• Local communities

A verb usually connotes action, and that’s exactly what VERB is about – getting tweens physically active. VERB motivates every tween, not just the athletic ones, to find their verb. It is about getting up and moving.

The campaign inspires tweens to increase physical activity. It provides opportunities for them to add activity into their lives and provides ideas and resources to help tweens find ways to get active.

VERB seeks to change how tweens think about physical activity by emphasizing its fun aspects. It encourages them to find new activities and to incorporate fun physical activity into their everyday lifestyles.