It's what you do! Reflections on the VERB campaign.
other · Level V
Where this comes from
- Record sourced from PubMed, PMID 18471597.
- Also identified by DOI 10.1016/j.amepre.2008.03.003.
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Abstract
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.