The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #62955

Jami Fraze, PhD, CHES¹, Marian Huhman, PhD², and Faye Wong, MPH². (1) CDC Youth Media Campaign, CDC, 4770 Buford Highway, NE., Mailstop K-40, Atlanta, GA 30341-3717, (2) CDC's Youth Media Campaign, CDC, 4770 Buford Highway, NE., Mailstop K-40, Atlanta, GA 30341-3717, 770-488-6480, mhuhman@cdc.gov

The CDC’s VERB^TM. It’s What You Do. Campaign is the first-ever paid media campaign at the Centers for Disease Control and Prevention to promote physical activity in tweens aged 9 to 13 years. As such, it is imperative to evaluate it comprehensively and objectively; CDC is implementing such an evaluation with Westat, the Campaign’s evaluation contractor. Through a random-digit-dial telephone survey, CDC is assessing the effect of this multi-component campaign nationally and in nine high dose communities on tweens’ awareness, attitudes, knowledge, intentions, and behaviors related to physical activity. CDC is also assessing whether attendance at Campaign-related events and guerilla marketing efforts produced changes in event attendees’ knowledge, attitudes, and intentions related to physical activity through follow-up surveys with randomly selected tweens who attended events.

CDC, with Westat’s assistance, is assessing under what conditions the campaign is being implemented. This process evaluation includes a random-digit dial telephone media tracking survey, which evaluates tween awareness of the Campaign brand and messages and their penetration. CDC is monitoring media placement and public relations efforts to learn about their reach and frequency. CDC is assessing media events and guerilla marketing efforts to determine the extent to which they serve to increase awareness about VERB^TM, strengthen its messages, and motivate tweens to act on them. Lastly, CDC is conducting interviews with community and national partners to learn more about the process of engagement with VERB and in mobilizing other organizations to provide physical activity opportunities.

Learning Objectives:

• At the conclusion of the session, participants will be able to: list 2 outcome evaluation methods used in the evaluation of the VERB Campaign, and articulate 3 anticipated outcomes for the VERB^TM Campaign.

Keywords: Evaluation, Child Health Promotion

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.