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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.