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 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.
Wong
Faye L
FL
National Center for Chronic Disease Prevention and Health Promotion, CDC, Atlanta, Georgia 30341-3717, USA. fwong@cdc.gov
Greenwell
Michael
M
Gates
Suzanne
S
Berkowitz
Judy M
JM
D000293:Adolescent; D000329:Advertising; D002487:Centers for Disease Control and Prevention, U.S.; D002648:Child; D003256:Community Participation; D005260:Female; D006266:Health Education; D006293:Health Promotion / Q000379:methods / Q000458:organization & administration*; D006801:Humans; D008297:Male; D008402:Mass Media; D009043:Motor Activity; D017149:Private Sector; D017150:Public Sector; D040241:Social Marketing; D013334:Students; D014481:United States