Promoting Physical Activity Among Tweens:

Promoting Physical Activity Among Tweens:

Evaluation ResultsEvaluation Results

of CDC’sof CDC’s CampaignCampaign

Marian Huhman, Ph.D.Centers for Disease Control and Prevention (CDC)

Marian Huhman, Ph.D.Centers for Disease Control and Prevention (CDC)

VERB is a national mass media intervention to encourage children 9 -13 to

be physically active everyday.

VERB is a national mass media intervention to encourage children 9 -13 to

be physically active everyday.

OverviewOverview

■ VERB is kids’ brand for physical activity ■ Launched in 2002■ Targets all US tweens■ Multi-ethnic■ Parents are secondary

audience■ Ends Sept 2006

■ VERB is kids’ brand for physical activity ■ Launched in 2002■ Targets all US tweens■ Multi-ethnic■ Parents are secondary

audience■ Ends Sept 2006

General Market Tween TV: “Bounce”General Market Tween TV: “Bounce”

Events and Guerilla MarketingEvents and Guerilla Marketing

School and Community Programs and Promotions

School and Community Programs and Promotions

“VERB Yellow Ball”“VERB Yellow Ball”

www.verbnow.com/yellowball

VERB Outcome EvaluationVERB Outcome Evaluation

■ Did the campaign's messages reach the target audience?■ Has the VERB campaign led to changes in attitudes, social

norms, or physical activity behaviors?

■ Did the campaign's messages reach the target audience?■ Has the VERB campaign led to changes in attitudes, social

norms, or physical activity behaviors?

VERB Evaluation DesignVERB Evaluation Design

■ National, longitudinal random-digit dial survey of children9-13 years old and one parent

■ Baseline (2002)--controls for confounders at follow-up■ Measures children’s and parents' beliefs, behaviors and

awareness and understanding of campaign■ Analysis uses propensity scoring to isolate the effects of

VERB

■ National, longitudinal random-digit dial survey of children9-13 years old and one parent

■ Baseline (2002)--controls for confounders at follow-up■ Measures children’s and parents' beliefs, behaviors and

awareness and understanding of campaign■ Analysis uses propensity scoring to isolate the effects of

VERB

VERB Evaluation EffectsVERB Evaluation Effects

■ Significant difference between children unaware and all children

■ Association between level of awareness and outcome.

■ Significant difference between children unaware and all children

■ Association between level of awareness and outcome.

ResultsTween Awareness of VERB

ResultsTween Awareness of VERB

74 72

Perc

enta

ge

2003 2004

100

Effects of VERB by Age National Free-Time Physical Activity Sessions 2003

Effects of VERB by Age National Free-Time Physical Activity Sessions 2003

3.24

3.64.3 4 4.1

0

1

2

3

4

5

6

7

9-10 years 11-13 years Total

Sess

ions

VERB Unaware All * = p < .05

1.1* Session Difference

Effects of VERB by GenderNational Free-Time Physical Activity SessionsEffects of VERB by GenderNational Free-Time Physical Activity Sessions

2.6

4.4

3.3

4.8

0

1

2

3

4

5

6

7

Girls Boys

Sess

ions

VERB Unaware All

.7*

* = p < .05

Session Difference

Effects of VERB by HH Income National Free-Time Physical Activity Sessions

Effects of VERB by HH Income National Free-Time Physical Activity Sessions

3.84.3

3.6

4.6

3.0

4.1 4.03.4

0

1

2

3

4

5

6

7

Sess

ions

< $25K $25K - $50K $50K - 75K > $75K

VERB Unaware All

1.0*

* = p < .05

Session Difference

Association Between Awareness and Outcomes National Free-Time Physical Activity Sessions--Age

Association Between Awareness and Outcomes National Free-Time Physical Activity Sessions--Age

3.22.4

4.85.6

4.03.5

4.2 4.13.6

3.1

4.5 4.7

0

1

2

3

4

5

6

7

Sess

ions

9-10 years 11-13 years Total

VERB Unaware Recall No UnderstandingAided Recall & Understanding VERB High Aware * = p < .05

**

Association Between Awareness & Outcomes –National Free-Time Physical Activity Sessions--Gender

Association Between Awareness & Outcomes –National Free-Time Physical Activity Sessions--Gender

2.6

4.4

2.6

4.13.8

4.9

6

3.4

0

1

2

3

4

5

6

7

Girls Boys

Sess

ions

VERB Unaware Recall, No Understanding

Aided Recall & Understanding VERB High Aware* = p < .05

*

Association Between Awareness and Outcomes National Free-Time Physical Activity Sessions--Income

Association Between Awareness and Outcomes National Free-Time Physical Activity Sessions--Income

3.83.1

5

6.1

3.6 3.4

5.1

4

3.0 2.9

4.2

6.9

4.0

3.13.5

4

0

1

2

3

4

5

6

7

Sess

ions

< $25K $25K - $50K $50K - 75K > $75K

VERB Unaware Recall, no UnderstandingAided Recall & Understanding VERB High Aware * = p < .05

* *

Summary of Behavioral EffectsNationally Free-time Physical Activity

Summary of Behavioral EffectsNationally Free-time Physical Activity

Younger Children (1.1 sessions)Girls (0.7 sessions)Children of households earning − $25-50k (1 session)

And association of effects with dose of messaging in same groups

Younger Children (1.1 sessions)Girls (0.7 sessions)Children of households earning − $25-50k (1 session)

And association of effects with dose of messaging in same groups

Appropriations (in Millions)Appropriations (in Millions)

$0

$59

$36

$51

$68

$125

FY2006

FY2005

FY2004

FY2003

FY2002

FY2001

OverviewGeneral Market Tween TV: “Bounce”Events and Guerilla MarketingSchool and Community Programs and Promotions“VERB Yellow Ball”VERB Outcome EvaluationVERB Evaluation DesignVERB Evaluation EffectsResultsTween Awareness of VERBEffects of VERB by Age National Free-Time Physical Activity Sessions 2003Effects of VERB by GenderNational Free-Time Physical Activity SessionsEffects of VERB by HH Income National Free-Time Physical Activity SessionsAssociation Between Awareness and Outcomes National Free-Time Physical Activity Sessions--AgeAssociation Between Awareness & Outcomes – National Free-Time Physical Activity Sessions--GenderAssociation Between Awareness and Outcomes National Free-Time Physical Activity Sessions--IncomeSummary of Behavioral EffectsNationally Free-time Physical ActivityAppropriations (in Millions)