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Measuring the Effects of the VERB Campaign: Results from Year One of the YMC Longitudinal Survey

Marian Huhman, PhC1, Jennnifer Duke, PhD2, Carrie Heitzler, MPH3, and Faye Wong, MPH1. (1) CDC's Youth Media Campaign, CDC, 4770 Buford Highway, NE., Mailstop K-40, Atlanta, GA 30341-3717, 770-488-6480, mhuhman@cdc.gov, (2) Westat, Westat, 1650 Research Blvd., Rockville, MD 20850-3195, (3) Division of Nutrition and Physical Activity and Adolescent and School Health, Centers for Disease Control and Prevention, 4770 Buford Hwy, M/S K46, Atlanta, GA 30341

The VERB Campaign uses multiple tactics including paid media, public relations, and partnerships to promote regular physical activity among youth ages 9-13 years old. The Youth Media Campaign Longitudinal Survey was developed as the primary tool for measuring campaign outcomes. Using computer-assisted telephone interviewing, a random-digit-dialed sample of 3,000 9-13 year olds and their parents was interviewed in the spring of 2002 to obtain baseline measures, and again in the spring of 2003 as follow up. This presentation will describe the year one results of the VERB Campaign including change in physical activity levels among youth ages 9-13 years old from 2002-2003.

Learning Objectives:

  • At the conclusion of the session, participants will be able to

    Keywords: Evaluation, Social Marketing

    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.

    Focus on the Adolescent/Young Adult in Health Communication Research

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