Publications

VERB™ Campaign Special Issue of the American Journal of Preventive Medicine. Presents information on the planning, implementation, and evaluation of the VERB Campaign.

VERB™ Campaign Case Study*. This overview provides a comprehensive summary of the VERB™ Campaign (2002 - 2006) and its related components. The case study was developed by the National Social Marketing Centre (NSMC), a strategic, organizational partnership between the Department of Health in England and Consumer Focus, a United Kingdom consumer advocacy organization. The NSMC provides social marketing resources that can be applied to improve the impact and effectiveness of health promotion efforts at national and local levels, as well as to encourage positive behavioral change.

Evaluation of a National Physical Activity Intervention for Children: VERB™ Campaign, 2002–2004 (PDF 420K). This article describes the outcomes of the VERB™ Campaign after 2 years of implementation of marketing activities.

Effects of a Mass Media Campaign to Increase Physical Activity Among Children: Year 1 Results of the VERB™ Campaign* This article presents the year 1 effects of the VERB campaign on the levels of physical activity among children 9 to 13 years of age.

VERB™ — A Social Marketing Campaign to Increase Physical Activity Among Youth. VERB applies sophisticated commercial marketing techniques to address the public health problem of physical inactivity of American children, using the social marketing principles of product, price, place, and promotion. This article describes how the principles of social marketing were applied to develop the strategies and tactics of the VERB campaign.

The VERB™ Campaign Logic Model: A Tool for Planning and Evaluation. This article describes the VERB campaign logic model and how it is used as a tool to share information, to facilitate program planning, and to provide direction for evaluation.

Commentary on the VERB™ Campaign — Perspectives on Social Marketing to Encourage Physical Activity Among Youth. In this commentary, Adrian Bauman, PhD, an international expert on physical activity and media campaigns, provides a perspective on the VERB campaign as an example of social marketing to encourage physical activity among youth.

Physical Activity Levels Among Children Aged 9–13 Years — United States, 2002. As part of the VERB campaign evaluation, CDC is using the national YMC Longitudinal Survey to collect data about attitudes and behaviors of children and their parents. This report presents selected findings from the baseline survey.

 

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* Links to non-Federal organizations are provided solely as a service to our users. Links do not constitute an endorsement of any organization by CDC or the Federal Government, and none should be inferred. The CDC is not responsible for the content of the individual organization Web pages found at these links.