The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #62578

Bill Wood and Faye Wong, MPH, RD. Office of Director/YMC, Centers for Disease Control and Prevention, 4770 Buford Hwy, M/S K-40, Atlanta, GA 30342, 770-488-6480, bwood@cdc.gov

Part and parcel of a campaign this size, the CDC’s VERB. It’s what you do. campaign has a significant public relations outreach component aimed at tweens, their caregivers and influencers. Close integration of the public relations efforts with the traditional marketing portion of the campaign as well as viral and guerilla marketing tactics has given VERB a unique presence in the market with an exciting positive message for changing behavior. This presentation will cover the public relations strategy and tactical execution to reach these audiences including traditional media tours, “Paint the Town” a local market interactive mural project, “VERB Surprise” hitting youth and communities in extraordinary ways, “Club Verb” an activation and sustainability motivator and local outreach initiatives.

Learning Objectives:

• At the conclusion of the session, participants will be able to: describe public relations strategy and tactics targeted at tweens and tween influencers, and articulate specific examples of the Youth Media Campaign’s public relations program.

Keywords: Child Health Promotion, Health Education Strategies

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.