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National Center for Chronic Disease Prevention and Health Promotion
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National Center for Chronic Disease Prevention and Health Promotion |
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Health Topics
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In December 2000, Congress charged the US Department of Health and Human Services’ Centers for Disease Control and Prevention (CDC) with creating a healthy movement among youth through a paid media campaign, “VERB: It’s what you do.”
The mission of CDC’s youth media campaign is to increase and maintain physical activity among tweens (9- to 13-year-olds). The campaign is using communications designed by the best youth advertisers and marketers and involving young people at all stages of planning so that the campaign is “for kids, by kids.”
Campaign messages are reaching tweens, their parents, and others who are important influences in children's lives (such as educators and youth leaders). The national media is reaching into every community. There are TV, Internet, print, and radio ads with specific messages for young people, parents, adult influencers, and the African American, American Indian/Alaska Native, Asian American/Pacific Islander, and Hispanic/Latino audiences. The messages are informational as well as motivational.
The campaign “VERB: It’s what you do,” began in June 2002 with teaser ads and was fully launched in October 2002. The campaign is planned as a five-year strategic effort to promote physical activity through research, media, partnerships, and community efforts.
Partnering with a variety of organizations and agencies is an important part of the campaign. Partnerships are essential to extend the reach of advertised messages, reinforce those messages, and provide tweens with lasting opportunities for physical activity in their own communities.
In fiscal year 2001, the campaign partnered with CDC’s Division of Adolescent and School Health (DASH) to provide funding to state, territorial, and local education agencies and national organizations to initiate or expand efforts to increase physical activity among youth and reinforce the messages of the campaign. Funding was available to all state and local education agencies funded by CDC program announcement 98005, “School Health Programs to Prevent Serious Health Problems and Improve Educational Outcomes.” Additionally, funding was available to national organizations on a competitive basis for “National Programs to Promote Physical Activity Among Youth.”
CDC/DASH was able to provide one year of funding to 43 state, 4 territorial, and 15 local education agencies; and 8 national organizations. These agencies and organizations successfully developed and implemented innovative school, after-school, and community programs to increase the availability and quality of physical activity opportunities for our nation’s youth. This report provides summaries of 31 funded projects.
This report was developed by CDC’s Division of Adolescent and School Health with assistance from CDC’s Youth Media Campaign and the Texas Education Agency. It provides summaries of 31 funded projects. The summaries were requested from the funded projects on a voluntary basis by the Youth Media Campaign during summer 2002.
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