The CDC’s VERB[TM] Campaign

The VERBâ„¢ campaign is a multiethnic media campaign with a goal to increase and maintain physical activity among tweens, or children aged nine to 13 years.

Parents, especially mothers aged 29 to 46, and other sources of influence on tweens (e.g., teachers, youth program leaders) are the secondary audiences of the VERB initiative. VERB applies sophisticated commercial marketing techniques to address the public health problem of sedentary lifestyles of American children, using the social marketing principles of product, price, place, and promotion. This paper describes how these four principles were applied to formulate the strategies and tactics of the VERB campaign, and provides examples of the multimedia materials (e.g., posters, print advertising, television, radio spots) that were created.

Last modified: April 17, 2019

Language: English