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

Abstract #62904

Suzanne (Suzi) Gates, MPH, CDC Youth Media Campaign, CDC, 4770 Buford Highway, NE., Mailstop K-40, Atlanta, GA 30341-3717, 770-488-6480, sag6@cdc.gov, Lance Potter, MA, Westat, 1650 Research Blvd., Rockville, MD 20850, 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.

VERB^TM is using a triple methodology to carefully monitor awareness of VERB^TM and reaction to the messages. One method is continuous tracking by telephone survey in both the national and the high-dose media markets. Second, we are conducting a nationally representative “media benchmarking” study to more rigorously assess levels of penetration of the VERB^TM campaign. Third, we are assessing the public relations efforts by monitoring multiple media outlets. This presentation will describe all three methods and summarize current findings.

Learning Objectives:

• At the conclusion of the session, participants will be able to: describe the benefits of media tracking of a campaign brand and describe current awareness levels of the VERB campaign.

Keywords: Child Health Promotion, Evaluation

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.