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VERB Newsletter
VERB The Latest Word
Phase III Issue - Creative Highlights
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This is the twelfth installment in a series of VERB newsletters providing
the latest and greatest on how the VERB campaign is getting kids off the couch
and into life. Read on…
RESEARCH UPDATE
VERB turns the tide when it comes to physical activity by children exposed to the campaign.
- As they get older, children tend to become significantly less physically active.
- But, children exposed to VERB actually maintain their previous activity levels.
- The more children are exposed to VERB, the more physically active they are.
Following the strong success of both Year 1 and Year 2, VERB kept the momentum going in Year 3 with a host of exciting
programs aimed at activating tweens all across the country. Here’s a snapshot of some of those programs…
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GENERAL MARKET
Tween TV
VERB rallied the support of three pro athletes to take part in the innovative Year 3
“Sports Heroes” campaign. Venus Williams, standout on the Women’s Tennis Association
circuit; Landon Donovan, Major League Soccer phenomenon and member of the U.S. Men’s
National Team; and Donovan McNabb, premiere quarterback for the Philadelphia Eagles,
encouraged kids that they don’t have to play like a pro, they just have to play! Each athlete
appeared in a 30-second spot that featured kids beating the sports hero in a “kids-rules” version
of their respective sports. The spots, which ran nationally on top tween-rated networks, reached
76% of kids age 9–13. Additionally, the three stars appeared in15-second spots that drove kids
to VERBnow.com where they could both check out “places to play” and download video tutorials.
Tween Print
Venus Williams and Landon Donovan also joined forces with VERB in two full-page
print ads. The ads, which ran nationally in top tween magazines, reached 67% of
kids age 9–13, reminded tweens that they can play any way they want–whether it’s
Venus’s way, Landon’s way or your way, it makes no difference how you play, just
get out there and play!
Online Tutorials
VERBnow.com featured video tutorials from each member of
the Year 3 VERB all-star team that showed kids step-by-step
how to do their favorite tricks. Venus demonstrated a proper
backhand, forehand, and serve; Landon showed such cool
tricks as the kick flip, chest trap and step over; and McNabb
taught kids the correct hand placement and stance for
throwing a perfect spiral. While the soccer area was the most
visited section within the Pro Tips page, McNabb’s football
tutorials received the highest number of viewings at
approximately 230,000. Landon and Venus’s tutorials
garnered approximately 117,000 and 22,000 viewings
respectively.
Print:
Magazines were the second most important source of awareness—63% of kids who
reported VERB awareness were aware through magazine ads.
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PROMOTIONAL EFFORTS
VERB Anytime Doubletime
School Promotion (April/May 2004) & Community-based Organization Promotion
(September–December 2004) This two-week promotional program was created for
grades 4–8 nationwide. The concept was based on taking two activities and making
your own rules and game. Kit materials included: an action pack (teacher guide),
educator letter, parent letter, VERBTellers (interactive student tool), activity
card deck (for classroom use), certificates of completion and stickers.
A partnership with Kaleidoscope Marketing Group helped activate 1.8 million
students and incited more than 2.7 million hours of incremental physical
activity. A grant program attached to the promotion received more than 100
applications for the 20 $1,000 grants awarded.
A version of the program was created for youth-serving and community-based
organizations with tween enrollment. This promotion was supported with trade
advertisements in three youth publications including Chronicle of Philanthropy,
Recreational Sports & Fitness and Youth Today. The program was such a success
that additional materials were produced to fulfill excess orders. We experienced
a 40% increase in grant applications from the previous CBO promotion of Extra
Hour For Extra Action (Year 2).
VERB Play Without Borders
School Promotion (mid-October–December 2004) This open-ended program activated
1.2 million students in grades 4–8 in select markets. By working with school
marketing partner, Lifetime Learning Systems/ Weekly Reader, we had 2,660
schools participating in the program. The program was based on kids learning
about games, activities, and sports played across the world and then having them
try the games or create their own version(s) of them. The program kit included a
teacher guide with reproducible parent letter and activity ideas, poster, and
150 copies of a 12-page mini-brochure, called Playports. The program also
included physical activity grants from Weekly Reader–a total of 50 grants, each
$1000, were awarded to winning schools.
VERB Crossover-School Promotion
(March/April 2005)
This three-week program was created for students in grades 4–8 and designed to
increase the number of hours tweens participate in physical activity before and
after school. It used basketball as the springboard for kids to create fun, new
games. Students combined basketball with another activity, sport, or piece of
equipment to create crossover combinations. The program reached 2 million
students nationwide through Kaleidoscope Marketing Group. The program kit
included: an action pack (teacher guide), educator letter, parent letters, two
posters, a dry-erase/laminated bracket poster for competitions, a classroom
interactive tool, award certificates, and tween interactive tool for at-home
use. The kit also contained premiums, terrycloth wristbands and inflatable vinyl
basketballs, plus each student received a rubber band bracelet. The program also
featured a grant program for a total of 20 grants, $1,000 each, and one $5,000
grant for a school district.
Web Site
VERBnow.com won a Gold Reggie Award in the New Media Promotion category! This is
attributed to the ever-growing number of registrants and site visitors seeking
out VERB’s information on ideas and ways to get active! The redesigned
VERBnow.com is the place to go for inspiration on ways to stay active. On the
site, kids can use a search engine to find activities in their zip code, click
through videos and tutorials to get tips from pro sports leagues and athletes,
or make up their own games with the interactive Game Generator. Kids can even
create their own, customizable virtual sidekick (or “VIRT”) that learns tricks
and moves based on how much activity kids record. The new VERBnow.com turns the
usually passive activity of internet surfing into a motivator of action, and
allows
kids to play any way they want. The site has experienced 2,596,832 site visits
to-date since relaunch on August 2, 2004. There are 337,454 registrants, with
5,183,767 games generated on the site.
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WHAT THE MEDIA SAID
The VERB campaign’s national efforts to increase physical activity in youth is
working and attracting attention from media outlets across the county.
Taking a step in the right direction, kids are participating in VERB’s Make
Every Move Count in-school program to guarantee students take at least 10,000
steps a day. Capturing media attention along the way, here are some of the
highlights:
“The middle school was participating in the nationwide VERB campaign, a
week-long fitness contest aimed at getting young people to become more
physically active. “I was in class the other day and while we’re waiting for the
bell to ring (for dismissal), there was a student that asked me, ‘Can we walk
around our desks?’” Babyak said.”–Clarksburg Exponent Telegram, Clarksburg, WV
“The contest was cosponsored by VERB, a U.S.-sponsored campaign against obesity
in “tweens,” kids 9 to 13.”– Chicago Tribune, Chicago, IL
VERB’s Anytour is back by popular demand and creating a stir with kids and
media nationwide. Here’s what’s been happening on the road:
“Tweens discover their favorite physical activity (or “VERB”) when they try
different activities at VERB-sponsored events in their communities—from running
to dancing and skateboarding.”– The Acorn, Agora Hills, CA
“Children taking action and getting healthy—VERB Anytour, made a stop in San
Antonio today encouraging kids to pick their VERB and take action.”– KENS-TV
(CBS), San Antonio, TX
“The VERB Anytour will be on hand with various energy-expunging, sports-themed
activities." – Miami New Times, Miami, FL
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AFRICAN-AMERICAN EFFORTS
Parents and Influencer Print and Radio:
The “What could be simpler?” campaign included 4 print ads, 6 radio spots, and
12 animated print ads for the Internet. Print ads ran in Essence, VIBE, American
Legacy, Family Digest, Jet, Upscale, Slam. Thirty-second radio ads ran on ABC
Urban Advantage and AURN. The radio spots ran 376 times and generated
324,070,000 total impressions! Our Internet animated creative is housed at
Blackamericaweb.com and doughbanks.com. The Internet creative generated
11,662,688 total impressions.
Events:
AND 1 Mixtape Tour 2004
(Tweens and Families)
Duration of the tour: June–August (12 weeks)
Tour Attendance: 216,987
Activity: For on-site interactive exposure, VERB set up four booths with VERB
signage, and the VERB Street Team distributed VERB premiums, while talking to
kids and parents about the fun and importance of the VERB message. The premiums
included a basketball hoop and ball, a Velcro ball and paddle catch set, Hacky
sacks, and VERB bags. Approximately 8,000 premiums were distributed. On-site
attendance for interactive exposure: 35,000 specific to Los Angeles, Houston,
New York and Miami.
Omarion and B5 Tour
The official VERB title sponsored tour package featured Sony Music artist
Omarion, and Bad Boy artist B-5, February–March 2005. Both tours covered 40
dates and 30 markets simultaneously and consisted of radio promotions, live
performances, and in-store promotions. Nazr Muhammad, from the New York Knicks,
took a minute off the court to inspire young people to have fun, stay fit, and
stay active at Chelsea Pier Bowling Alley in New York City. Children’s Village
Boys and Girls Club from the Bronx brought more than 50 kids to enjoy bowling
and hang out with Nazr. VERB was a major sponsor that contributed signage, and
promotional giveaways. The event took place on January 17, 2005.
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ASIAN-AMERICAN EFFORTS
Parent TV
The two 30-second TV spots ran in major Cantonese, Mandarin, and Korean TV
stations nationally from September 2004 to April 2005. The objective was to give
parents and caretakers motivation and tips on how to overcome barriers that
prevent their kids from becoming physically active every day, for at least 60
minutes. The spots reiterated that being physically active every day does not
always require a lot of time and money. All it takes is some creativity and
motivation to discover new and easy ways to keep kids healthy.
Parent Print
The two print ads ran in major Chinese and Korean newspapers from September
2004 to April 2005. Whether it’s jogging with the dog or skipping rope, washing
the family car or riding their bike, it’s important that parents and caretakers
encourage their children to do at least 60 minutes of physical activity each
day.
Backgrounders
Physical Activities Ideas and Advocate for Right Environment
Two backgrounders were released to Chinese and Korean newspapers: one in
November 2004 and the other in March 2005. Each backgrounder included a color
“Teaser Box” on the front page of the newspaper and a black and white 1/3-page
advertorial. The first backgrounder gave physical ideas for home and school,
while the second one told parents things that they can implement to provide a
fun yet safe environment for kids to play in every day.
Events
More than 160,000 people attended the Harvest Moon Festival in Arcadia, on
September 25, 2004, and Lunar New Year Parade and Festival in Pasadena on
February 13, 2005. At least 17,000 tweens had fun at the VERB Activity Zone and
more than 30,000 VERB premiums were given to tweens.
In-School Programs
- VERB Planners were distributed through Chinese and Korean in-language
schools to 20,000 tweens in Los Angeles, San Francisco, Houston, New York, New
Jersey, etc. Each kid that recorded physical activities for eight weeks
received a VERB souvenir Sports Bottle.
- Activity Tip Sheets were placed in the waiting area at the participating
in-language schools for more than 25,000 parents and caregivers. The Tip Sheet
reminds parents that 60 minutes of physical activity is necessary to ensure
balance in their child’s life, and it’s as easy as “play.” It aims at
inspiring parents to be creative and to carve out options for play every day
and anywhere.
Added Value
Five press releases were sent out to Chinese and Korean publications. Topics
included “Activate Your Girls,” “Developmental Needs and Physical Activities,”
and “Play It Safe.” A total of 56 clips were received as of March 1, 2005, with
more than 6.1 million estimated impressions.
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HISPANIC-LATINO EFFORTS
Parent TV
Two in-language 30-second spots were produced in May 2004. Both “Basketball” and
“Baseball” transformed kids from a sedentary situation into a physically active
environment. The overall campaign message “ Niños Activos. Familias Sanas,” that
is, “Active Kids. Healthy Families,” communicated the need for parents to get
their kids involved in at least one hour of daily physical activity a day as a
means of maintaining a healthy family. Viewers can see them throughout the day
on Telemundo.
A series of in-language PSAs were also produced. They were shot with
influential community leaders and celebrities like Victor Manuelle,
award-winning Puerto Rican musician, and Jesse Losada, national Telemundo
sportscaster. One of the more popular celebrities who starred in a series
of PSAs was Manu Ginobili, guard on the NBA’s San Antonio Spurs, NBA All-Star
and Olympic gold medalist. Accrediting his parental encouragement and support to
stay active as a child, with his success as an adult, the campaign message was a
slam dunk!
Parent Print
Like the TV spots, the print ads encouraged parents to get their kids active by
comparing two different scenarios: one where kids are depicted in a sedentary
mode, the other where those same kids are engaged in physical activity. The
overall message for “Basketball” and “Baseball” reinforces the notion that kids
spend too much time in front of the TV or playing video games. If they spent
only one of those hours engaging in physical activity, they’d be better off.
These ads ran in popular parent-targeted publications including Healthy Kids
en Español, Selecciones (equivalent to Reader’s Digest), and VISTA (a newspaper
supplement).
Parent Radio
The radio spots coincided with the TV and print ads, thereby creating a truly
integrated campaign. In addition to general spots that ran throughout the year,
specific spots were created to coincide with periods throughout the year where
parents are faced with decisions regarding how their children will spend their
free time. Those periods include New Year’s break, before summer vacation, and
back-to-school.
How many Hispanics are exposed to the campaign message via TV, radio
and print? The total Hispanic/Latino media buy effectively reaches over 90% of
all adult U.S. Hispanic/Latinos, age 25–54, at a frequency of almost 35 times!
A young, energetic Hispanic crew managed two mobile-marketing tours that
traveled throughout the Los Angeles, Miami and Houston areas. The first tour
reached 200,000 Hispanic parents (July 2004–December 2004). More than 160,000
premiums were distributed and more than 3,000 parents signed a pledge book
committing to trying to get their kids engaged in at least 60 minutes of
physical activity every day.
In addition to reaching parents, the tour also interacted with community
leaders. As a matter of fact, one Texas mayor declared October 23 Niños Activos.
Familias Sanas Day. Estimated media impressions surpassed 2 million people. It
is
anticipated that a second tour, running through May 2005, will enjoy similar
success!
More Community Highlights
- School principals from across the country were offered an in-language
mini-magazine to distribute to parents about the need to get their kids
involved in physical activity. The full order was fulfilled with a total of
254,000 copies of the magazine being distributed. Exceeding initial forecasts,
additional orders continue to be requested.
- Some 5,100 pediatric offices across the country were sent a set of posters
and brochures to remind parents to keep their kids active.
- Literature was distributed at various community health fairs, including
those sponsored by Wal-Mart and Univision, resulting in communication with
roughly 15,000 Hispanic/Latinos in major Hispanic markets.
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NATIVE AMERICAN EFFORTS
More than 3,200 kids got active in the spring, fall, and summer months of
2004 and 2005. The VERB Activity Zone, a one-day event on the Leech Lake
Reservation, brought more than 500 kids from six school districts together for a
day of native dancing, sack races, 3-on-3 basketball tournaments, and more!
Health officials were there to help educate kids and parents about the benefits
of an active lifestyle.
In September, a 3-day school tour reached 2,000 kids in 12 schools throughout
the Pine Ridge Reservation in South Dakota. Tribal leaders, teachers, kids, and
physical education specialists turned kids on to team sports, like basketball
and volleyball.
The summer of 2005 was an active one for kids on Cherokee Reservations. Kids
from North Carolina’s Eastern Band of Cherokee tribes were treated to a river
rafting adventure as a reward for participating in youth organizations. And the
Spokane Indians, a Triple-A baseball club in Spokane, Washington, agreed to host
a baseball clinic for 200 lucky boys and girls from the Colville Reservation.
Native American efforts have raised awareness through radio interviews on
national native radio talk shows, and ad placements in native media outlets
throughout the country. VERB articles have appeared in national native
newspapers, as well as several local papers in the four targeted regions.
Articles on everything from holiday gift suggestions that promote physical
activity, to tips on reducing kids’ television viewing have received media
attention throughout Native American Country.
Parent Print
Four print ads ran in major Native publications throughout Phase III. The parent
print campaign, Proud. Strong. Active. appeared in two national native
newspapers, four tribal papers, and five national native magazines. The
full-page, color ads featured kids and parents promoting physical activity as an
Native American tradition. The parent print campaign reached nearly 60,000
Native American parents nationwide.
Out Of Home
Proud. Strong. Active. Billboards were put up throughout two of the four focus
regions from September 2004—February 2005. The Out-Of-Home efforts reached
approximately 20,000 residents and visitors traveling daily through the Leech
Lake, MN and Pine Ridge, SD reservations during the six-month period.
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ADDED VALUE/MARKETING PROGRAMS
TIME for Kids—September 2004
Student Custom Publication with Teacher/Classroom Materials:
A four-page custom publication for tweens based on Game Generator. Star athlete
Donovan McNabb likes to play with a twist, too! Materials included physical
activity ideas and a call to action to VERBnow.com. A poster backed up an
8-panel Teacher Guide. The materials were sent to 2.2 million 4–6th grade
students and 88 thousand 4–6th grade teachers in the September 27, 2004, issue
of TIME For Kids. The student publication was also bound into 500,000 copies of
the October issue of Sports Illustrated for Kids.
TIME for Kids—January 2005
PTA/PTO Wrap and Parent Magazines:
A four-page custom magazine was created based on 60:PLAY. The magazine asked
parents to support their kids being active at least 60 minutes a day. It also
included ideas on where to get play started, and finally drove parents to
60play.com for more tips. A four-page “wrap” was created to introduce PTA
leaders to 60:PLAY, and encourage distribution of the magazines to parents. The
wrap provided ideas on how schools and PTAs could support play and physical
activity in their community. More than 3 million magazines were mailed to select
PTA groups on January 3, 2005.
Student Custom Publication
A four-page custom brochure was created to announce the roll-out of ViRTS,
virtual characters that can be created and customized by tweens and then used to
track their physical activity on VERBnow.com. This piece was mailed out with the
January 15, 2005, issue of TIME For Kids to 2.2 million students.
G+J Fit Family Fit Kids (FFFK)
Coming back for a third year, the FFFK in-book advertorial series appeared in
three magazines: Family Circle, Parents and Fitness. The program focused on
three new families, tracking them over a six-month period and following their
progress as they worked with fitness experts to try to change their lifestyles.
TIME for Kids—September 2004 Parent Publication
A four-page custom brochure for parents created to generate awareness, increase
physical activity at home and parents support of physical activity with their
children. The brochure included ideas for activities, places to play, and ways
to encourage kids to play. A total of 2.2 million parent publications were sent
in September via TIME For Kids subscriptions, in time for parent-teacher
conferences.
Disney Channel PSAs
The Disney Channel produced three PSAs starring some of it’s top talent. Cory
from That’s So Raven, showed how hard he trains in order to do his best in break
dancing competitions! Phil Duffy from Phil of the Future and Dave from Down the
Street, demonstrated how to play with whatever games and rules they choose to
use. Lastly, Penny from the animated show Proud Family rapped about how she is
active with her family and friends.
GUTS
What does G.U.T.S. stand for? Get Up and Try Something—duh! VERB gave three
tweens the chance to be paired up with a mentor to pursue the activity of their
dreams. Nicole was paired up with a collegiate volleyball player, so she could
make her school’s volleyball team. Ricky worked with a top sensei to pursue his
dream of learning karate. And the third tween, Lana, teamed up with an Olympic
trial swimmer to improve her skills so that she will be able to join a local
team. Teen People Magazine published six advertorials that describe Nicole’s,
Ricky’s, and Lana’s successes, their struggles, and their G.U.T.S.! An amazing
mini-site was developed to provide further support. The site featured
downloadables, quizzes, journals, and other bells and whistles. Lastly, MTV
produced three spots that promoted the G.U.T.S. program during the spring.
ABC/ESPN PSAs
Emmy award-winning host Tom Bergeron from America’s Funniest Home Videos starred
in the ESPN PSA. The ESPN spots ran on the ever-popular Sports Center and other
sports blocks, including MLB and the NBA. Katey Sagal (Cate Hennessy in 8 Simple
Rules) starred in the ABC PSA, which aired on top shows such as Super Nanny,
Hope and Faith, and George Lopez.
Channel One Make Every Move Count
(October 2004–March 2005)
For the second year, Channel One schools entered a sweepstakes to be selected to
participate in the Make Every Move Count contest. A total of 120 schools were
randomly selected to participate, totaling 90,000 middle school students. Each
month approximately 20 schools participated in the one-week contest where
students tracked their moves or steps to see which school and class had the most
moves. Homerooms received kit materials including pedometers, student activity
guides, teacher guide, poster, moveboard (tally poster), parent letters, and
floor graphics. Each month one school with the highest number of moves won an
action pack worth $1,500 of physical activity equipment. Additionally, one
winning class per school was selected and each student received a $10 gift
certificate to a local sporting goods company. The sweepstakes and contest were
supported by a mini-site on our partner’s site, www.channelone.com*. Additional
support included three TV spots, blast faxes to schools to motivate them to
enter, as well as public relations for local participating schools.
Nickelodeon PSAs:
Nickelodeon aired four VERB PSAs starring top talent from their highest
rated shows. In June 2004, Miranda Cosgrove of #1 rated Drake & Josh showed us
how fun jumping rope with friends can be; rap/TV star Lil’ Romeo along with his
cast demonstrated some special basketball moves such as the “double take.”
Hockey enthusiast Devon Werkheiser of Ned’s Declassified School Survival Guide
proved how “the ice is nice” by showing us great games to play on ice. Finally,
All That star Jack DeSena taught us some cool, creative ways to play with a
Frisbee®.
Nickelodeon Postcards: Nickelodeon Magazine
created and produced 10,000 custom postcards that were sent to subscribers. The
mailing coincided with the relaunch of VERBnow.com and drove kids to the Game
Generator. The postcard was consistent with the look and feel of the site, and
gave instructions on how to use the generator: pick three things, make one game,
and go out and play.
Kids’s WB/Cartoon Network
Animated characters from Mucha Lucha and Teen Titans got active with real live
kids in VERB PSAs. The three 30-second spots featured lively games of kickball,
disc football, and Horse. In conjunction with the on-air PSAs, Cartoon Network
also built a mini-site off of cartoonnetwork.com, showcasing the PSAs and
driving viewers to VERBnow.com.
Disney Adventures Disney Adventures
drove kids to VERBnow.com with two in-book advertorials that ran consecutively
after VERB’s brand ads, and promoted the Game Generator and ViRTS.
DC Comics
DC Comics created two custom-madeads, featuring the characters from the Justice
League and Teen Titans. The ads played off of the concept used in VERB’s brand
ads, while using characters that most appealed to DC’s readers, creating great
synergy with the comic books editorial features.
Marvel Advertorials
Marvel created two full-page advertorials featuring Wolverine and Nightcrawler.
Each character’s superhuman skills are compared to the activities of a normal
kid, showing tweens that you don’t have to be a hero to be active—“Wolverine’s
way or your way. It makes no difference how you play.”
Sports Illustrated For Kids ProVERB
Learn how to nail a kick flip from skateboarder pro Ryan Sheckler…get tips on
dribbling, passing, crossing and how to save a save a shot from soccer players
such as DC United’s Freddy Adu and MetroStars’ Jonny Walker….Improve your
footwork with Donovan McNabb…. SI For Kids created a series of four
advertorials, three of which offered kids tips and strategies from the pros. The
fourth supported VERB Project Zero Degrees.
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EVENTS
VERB Anytour
VERB’s inaugural national mobile tour, the Anytour, launched in June 2004 and
ran through October 2004. The Anytour reached tweens at events such as minor
league baseball games, amusement parks, and summer camps where tweens were
engaged in a wide range of “Anytime, Anywhere” activities. Kids tried games with
a twist like playing basketball with a garbage can and using broomsticks while
playing hockey. The tour brought together several sponsors including NHL,
WNBA, NFL, WTA, Six Flags Wilson, ESPN Play Your Way, and Coop Active
Sports. The tour attended 499 events and reached more than 843,000 tweens, well
surpassing the goal of 500,000 by 68%. After a short break, the tour was
relaunched for its second leg on February14, traveling nationally until May 31.
The second leg of the tour concentrated on smaller events where the
Anytour was the main event hitting after school programs,
minor league baseball games and CBOs. All tween activations
were rewarded with a CD-ROM that encouraged sustained
physical activity and drove them to VERBnow.com to build a
ViRT and record their activity. The second leg of the tour
visited about 455 events and activated more than 300,000
tweens.
Teen People Rock ‘n Shop
VERB rocked Teen People’s Rock ‘n Shop with the VERB
Dance Revolution Challenge! The tour visited seven malls
throughout the summer, with an attendance more than 32,000
nationwide. Kids learned the hottest dance moves from MTV
award-winning dance choreographer Darrin Henson, and then
competed to win dance lessons in their hometown. Kids also
got active at the VERB booth where they followed step-by-step
dance moves on the TV screen. The tour was also supported
with an in-magazine dance contest for VERB.
SIFK Road Trip
For the second year, VERB kicked off the summer
with the SI For Kids No Limits Road Trip. The
tour visited 12 amusement parks throughout the
country in June and August, for a total of 28 event
days and 84 performances. Extreme athletes spent
the day demonstrating tricks to the excited crowd
and offered interactive clinics. As the title sponsor,
VERB had two customized tents with interactive video
game activities to get kids movin’!
NBC’s The More You Know, “Play Every Day” PSA
(November 2004–October 2005) This 10-second PSA
featured Goran Visnjic from the hit show “ER.” The spot supported the 60:PLAY
creative platform. The PSA included the toll-free number for CDC and NBC’s The
More You Know web address. Information on NBC’s web site included the CDC
toll-free number, VERB’s web site of 60play.com, as well as a write up on the
importance of kids playing every day.
Teen People
VERB sponsored Teen People’s 2004 Listening Lounge, an annual event held in NYC
featuring today’s hottest musical artists. Ashanti headlined the event, and VERB
hosted a dance contest where participants grooved in VERB T-shirts.
Project Zero Degrees
On December 4, 2004, VERB’s Project Zero Degrees swept multiple snow sport
retail locations across the nation. The partnership between VERB and the
Snowsports Industries America was designed to get kids active by leveraging the
excitement of snow sports. VERB action packs were distributed at retail to the
first 100 tweens with an overall projected reach of 50,000. The action pack
featured prominent snow sport brands, USSA athletes, and included freebies such
as temporary tattoos, a carabiner, decals, a snow sport magazine
mini-subscription, and activity cards. The activity cards provided kids with
snow game ideas, and featured star athletes like Bode Miller, Hannah Teter, and
Lindsey Jacobellis.
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* 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: October 01, 2007
Page last modified: October 01, 2007
Content source: National Center for Chronic Disease Prevention
and Health Promotion, Division of Adolescent and School Health
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