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Asian American VERB Campaign: A Success Story for Niche Marketing

Dana Robinson, MPH, VERB Campaign, Division of Adolescent School Health, Centers For Disease Control and Prevention, 4770 Buford Highway NE, M/S K-40, Atlanta, GA 30341, 770-488-6459, dtr8@cdc.gov and Jeannie Yuen, A Partnership, Inc., 12 E. 33rd St., 4th Fl., New York, NY 10016.

Title: The Asian American VERB Campaign: A Success Story for Niche Marketing

Author: Dana Robinson, MPH, Jeannie Yuen, Marian Huhman, RN, PhD., Faye Wong, MPH

Abstract Text:

VERB is multicultural, multi-media campaign designed to increase levels of physical activity among youth ages 9 -13 years-old. VERB hired an Asian contractor to market VERB to Asian American tweens and parents. Parents were the primary audience, specifically tween parents who had been in the US less than 15 years and who spoke little to no English, a hard to reach audience. The Asian American Audiences Survey was developed to measure awareness and understanding of the VERB brand as well as attitudes and behaviors regarding engaging in physical activities. Using computer-assisted telephone interviewing, a convenience sample of 600 parents (150 in each of 4 Asian languages) were interviewed in fall 2003. This presentation will describe the results of this survey which showed a remarkably high level of VERB awareness among the target audience.

Learning Objectives: Participants will be able to: 1) Describe the effect of the VERB campaign on Asian American parents; 2) State 2 challenges of survey methodology with multiple in-language surveys.

Keywords: Evaluation, Social Marketing, Child Health Promotion, Health Communication, Physical Activity

Program Selection: Public Health Education and Health Promotion

Topic Selection: Health and/or Health Risk Communication

Target Audiences: Public Health professionals with an interest in health communication, social marketing, and evaluation, and particularly those working in child/adolescent health.

Learning Objectives: Participants will be able to

Keywords: Evaluation, Social Marketing

Related Web page: www.cdc.gov/verb

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Centers For Disease Control and Prevention VERB.TM It's what you do. Campaign 4770 Buford Highway NE K-40 Atlanta, GA 30341
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.

Focus on the Adolescent/Young Adult in Health Communication Research

The 132nd Annual Meeting (November 6-10, 2004) of APHA