Research Publications & Reports
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Research Publications & Reports
VERB™ Campaign Special Issue of the American Journal of
Preventive Medicine. Presents information on the planning,
implementation, and evaluation of the VERB Campaign.
Evaluation of a National
Physical Activity Intervention for Children: VERB™
Campaign, 2002–2004 (PDF 420K). This article describes the outcomes of the
VERB™ Campaign after 2 years of
implementation of marketing activities.
Effects of a Mass Media Campaign to Increase Physical Activity Among Children:
Year 1 Results of the VERB™ Campaign* This article presents the year 1
effects of the VERB campaign on the levels of physical activity among children 9
to 13 years of age.
VERB™ — A Social
Marketing Campaign to Increase Physical Activity Among Youth. VERB applies
sophisticated commercial marketing techniques to address the public health
problem of physical inactivity of American children, using the social marketing
principles of product, price, place, and promotion. This article describes how
the principles of social marketing were applied to develop the strategies and
tactics of the VERB campaign.
The VERB™
Campaign Logic Model: A Tool for Planning and Evaluation. This article
describes the VERB campaign logic model and how it is used as a tool to share
information, to facilitate program planning, and to provide direction for
evaluation.
Commentary on
the VERB™ Campaign — Perspectives on Social Marketing to Encourage Physical
Activity Among Youth. In this commentary, Adrian Bauman, PhD, an
international expert on physical activity and media campaigns, provides a
perspective on the VERB campaign as an example of social marketing to encourage
physical activity among youth.
Physical
Activity Levels Among Children Aged 9–13 Years — United States, 2002. As
part of the VERB campaign evaluation, CDC is using the national YMC Longitudinal
Survey to collect data about attitudes and behaviors of children and their
parents. This report presents selected findings from the baseline survey.
Exploratory Formative Research
Inspiring Children’s Physical
Activity: Exploratory Research with Parents (PDF 500K). This research helped
understand factors that would influence parents to encourage their child’s
participation in physical activity and evaluate a range of concepts for
promoting physical activity. The report summarizes the results of focus groups
and in-home interviews conducted with mothers of 9- to 13-year-olds in 2003.
Life’s First Great
Crossroad
(PDF 400K). Summarizes findings about the lives of today’s tweens, including the
choices they make and how friends, family, and media help shape their behavior.
Message Strategy Research to
Support Development of the Youth Media Campaign
(PDF 1.3MB). Presents insights — from interviews and focus groups with tweens,
parents, other tween influencers, and industry professionals — that helped guide
the development of messages for the Youth Media Campaign.
Review of Literature to Support
Development of the Youth Media Campaign
(PDF 460K). Compiles information on tweens and topics relevant to development of
the Youth Media Campaign.
Youth Media Campaign
Summary of Interviews Regarding Kids with Disabilities
(PDF 165K). Summarizes interviews conducted to learn most effective ways of
including kids with disabilities in concept and message testing and in future
campaign messages and events. Interviews, conducted from July through August
2002, were with individuals who have developed messages for people with
disabilities or who are from organizations that promote physical activity among
people with disabilities.
Brand Development Formative Research
Executive Summary of the
General Market Formative Research to Support Brand Development for the Youth
Media Campaign
(PDF 66K). Summarizes findings of 25 in-home interviews conducted with tweens
and their parents and influencers to better understand the motivations, images,
and language that connect with both tweens and their families.
Executive Summary of the
African American Formative Immersion Research to Support Brand Development for
the Youth Media Campaign
(PDF 105K). Summarizes findings of focus groups conducted with tweens and
parents of predominantly minority-populated urban areas to better understand the
African American audience segment of the Youth Media Campaign.
Executive Summary of the
American Indian Formative Immersion Research to Support Brand Development for
the Youth Media Campaign
(PDF 21K). Summarizes findings of in-depth interviews conducted with American
Indian tweens, parents, and influencers living in rural and urban environments
to better understand this audience segment of the Youth Media Campaign.
Executive Summary of the Asian
American Formative Immersion Research to Support Brand Development for the Youth
Media Campaign
(PDF 97K). Summarizes findings of focus groups conducted with tweens and
parents to better understand the Asian American audience segment of the Youth
Media Campaign.
Executive Summary of the
Hispanic/Latino Formative Immersion Research to Support Brand Development for
the Youth Media Campaign
(PDF 71K). Summarizes findings of in-depth interviews with low-income
Hispanics/Latinos who are mostly Spanish language-dominant; migrant families and
new immigrants were included. Research was conducted to better understand the
Hispanic/Latino audience segment of the Youth Media Campaign.
Concept & Message Testing Formative Research
VERB’s Formative Research Process
(PDF 150K). This document describes the VERB campaign's concept and message
testing qualitative methodology. It contains sample screening questionnaires and
moderator guides.
Lessons Learned from VERB™: Findings for General
Market Tweens and their Parents (PDF 305K). This report presents recurrent
themes and recommendations based on three years of concept and message testing
among general market tweens and parents.
Synthesis of Learning across 3
Years of Concept and Message Testing among African American Tweens and Parents
(PDF 145K). This report presents recurrent themes and recommendations based on
three years of concept and message testing among African American tweens and
parents.
Synthesis of Learning across 3
Years of Concept and Message Testing among American Indian Tweens and Parents
(PDF 145K). This report presents recurrent themes and recommendations based on
three years of concept and message testing among American Indian tweens and
parents.
Synthesis of Learning across 3
Years of Concept and Message Testing among Asian American Tweens and Parents
(PDF 145K). This report presents recurrent themes and recommendations based on
three years of concept and message testing among Asian American tweens and
parents.
Synthesis of Learning across 3 Years of
Concept and Message Testing among Hispanic/Latino Tweens and Parents (PDF
145K). This report presents recurrent themes and recommendations based on three
years of concept and message testing among Hispanic/Latino tweens and parents.
Evaluation Resources
Logic Model: Logic models are often developed for public health programs and
campaigns. A logic model links campaign inputs and activities with campaign
outcomes. The model can be used as a tool to:
- Identify the short-term, intermediate, and long-term outcomes for the
campaign;
- Link those outcomes to each other and to campaign activities;
-
Select outcomes to measure depending on the stage of the campaign’s development;
-
Show how it may take time before long-term outcomes can be associated with the
campaign.
* Links to non-Federal organizations are provided
solely as a service to our users. Links do not constitute an endorsement of any
organization by CDC or the Federal Government, and none should be inferred. The
CDC is not responsible for the content of the individual organization Web pages
found at these links.
Page last reviewed: August 1, 2007
Page last modified: May 20, 2008
Content source: National Center for Chronic Disease Prevention
and Health Promotion, Division of Adolescent and School Health |