Promoting Physical Activity Among Tweens:

Promoting Physical Activity Among Tweens:

Evaluation ResultsEvaluation Results

of CDCsof CDCs 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: BounceGeneral 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 BallVERB 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 childrens 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 childrens 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: BounceEvents and Guerilla MarketingSchool and Community Programs and PromotionsVERB Yellow BallVERB 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)