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Cited by 55Physical Activity and HealthMedia Influence and HealthBehavioral Health and Interventions

Did Augmenting the VERB™ Campaign Advertising in Select Communities Have an Effect on Awareness, Attitudes, and Physical Activity?

Berkowitz, Judy M., Huhman, Marian, Nolin, Mary Jo·2008·American Journal of Preventive Medicine
DOI 10.1016/j.amepre.2008.03.005
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Abstract

Background Although VERB was designed as a national media campaign, funding and donated media time enabled more-intensive advertising and marketing in certain communities. To investigate the effect of increased advertising on physical activity outcomes, six "high-dose" communities were selected to receive more hours of advertising and additional promotional activities.Design Longitudinal quasi-experimental design comparing outcomes in six communities that received additional VERB marketing activities with outcomes in a comparison group that received only the national dose of advertising.Setting/participants Two cohorts of dyads of youth aged 9-13 years (tweens) and one parent at baseline (2002), followed for 2 years.Intervention During the first year of the VERB campaign, each of the six high-dose communities received 50% more advertising and conducted special campaign activities. During the second year, only four of the six communities received the larger dose of advertising and additional promotional activities because of reduced funding.Main outcome measures Awareness and understanding of VERB messages; attitudes about physical activity (self-efficacy, social influences, and outcome expectations); and physical activity behaviors.Results After 1 year, tweens in the high-dose communities reported higher levels of awareness and understanding of VERB and scored higher on the social influences scale than did tweens in a comparison group in areas that received only the national dose of advertising. After 2 years, tweens in the high-dose communities reported higher awareness and understanding of VERB, greater self-efficacy, more sessions of free-time physical activity per week, and were more active on the day before being surveyed than tweens in the comparison group who received the average national dose.Conclusions Providing communities with a higher dose of marketing activities and sustaining those activities over time yields more positive outcomes.

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  • In the national VERB campaign evaluation, children in intervention communities that received more intensive advertising and marketing reported higher awareness and understanding of VERB and greater free-time physical activity at 2 years than children in a control community receiving the usual national campaign.

    “Compared with a control community receiving the usual national campaign, children in the intervention communities reported higher levels of awareness and understanding of VERB and greater free-time physical activity at 2 years.”

    From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [74]

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Authors
Berkowitz, J. M., Huhman, M., & Nolin, M. J.
Affiliations
  • Centers for Disease Control and Prevention (US)
  • Westat (United States) (US)
Corresponding author
Berkowitz, Judy M.
Venue
American Journal of Preventive Medicine
Publisher
Elsevier BV
Published
2008-06
Volume
34
Issue
6
Pages
S257-S266
ISSN
0749-3797 (ISSN-L)
DOI
10.1016/j.amepre.2008.03.005
OpenAlex
W2040163384
Cited by
55
References
23
Citations by year
2023: 2 · 2021: 1 · 2020: 1 · 2019: 3 · 2018: 3 · 2017: 4 · 2016: 3 · 2015: 3 · 2014: 4 · 2013: 1 · 2012: 7
FWCI
4.98
Type
journal article
Language
en
Open access
closed
Licence
www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations
  • American Journal of Preventive Medicine (publishedVersion)
  • PubMed (publishedVersion)
Topics
  • Health Sciences › Medicine › Physiology › Physical Activity and Health
  • Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
  • Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Keywords
media advertising, physical activity promotion, children's physical activity, tweens, self-efficacy, social influence, outcome expectations, leisure-time physical activity
MeSH terms
Adolescent, Advertising, Attitude to Health, Awareness, Child, Health Promotion, Humans, Longitudinal Studies, Motor Activity, Residence Characteristics, United States, Exercise

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