Promoting Physical Activity Among Tweens: Evaluations Results … · Targets all US tweens ......

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Promoting Physical Activity Among Tweens: Promoting Physical Activity Among Tweens: Evaluation Results Evaluation Results of CDC’s of CDC’s Campaign Campaign Marian Huhman, Ph.D. Centers for Disease Control and Prevention (CDC) Marian Huhman, Ph.D. Centers for Disease Control and Prevention (CDC)

Transcript of Promoting Physical Activity Among Tweens: Evaluations Results … · Targets all US tweens ......

  • 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)