Details:

Alternative Title:
Prev Chronic Dis
Personal Author:
Wong, Faye ; Huhman, Marian ; Asbury, Lori ; Bretthauer-Mueller, Rosemary ; McCarthy, Susan ; ... More +
Wong, Faye ; Huhman, Marian ; Asbury, Lori ; Bretthauer-Mueller, Rosemary ; McCarthy, Susan ; Londe, Paula ; Heitzler, Carrie ; Less -
Description:
The VERB campaign is a multiethnic media campaign with a goal to increase and maintain physical activity among tweens, or children aged nine to 13 years. Parents, especially mothers aged 29 to 46, and other sources of influence on tweens (e.g., teachers, youth program leaders) are the secondary audiences of the VERB initiative. VERB applies sophisticated commercial marketing techniques to address the public health problem of sedentary lifestyles of American children, using the social marketing principles of product, price, place, and promotion. In this paper, we describe how these four principles were applied to formulate the strategies and tactics of the VERB campaign, and we provide examples of the multimedia materials (e.g., posters, print advertising, television, radio spots) that were created.
Subject:
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Adolescent
Child
Female
Health Education
Health Promotion
Humans
Male
Motor Activity
Parents
Social Marketing

Source:
Prev Chronic Dis. 2004 ; 1(3).;
Document Type:
Journal Article ;
Place as Subject:
United States ;
Collection(s):
Preventing Chronic Disease
Main Document Checksum:
[+]
urn:sha256:53dd9dda2acec75dffa6f27ff443b069472ee397fa963cbc925d43f21cd541ca
File Type:

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