promoting physical activity among tweens: evaluations results … · targets all us tweens ......
TRANSCRIPT
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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)
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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.
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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
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General Market Tween TV: “Bounce”General Market Tween TV: “Bounce”
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Events and Guerilla MarketingEvents and Guerilla Marketing
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School and Community Programs and Promotions
School and Community Programs and Promotions
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“VERB Yellow Ball”“VERB Yellow Ball”
www.verbnow.com/yellowball
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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?
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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
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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.
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ResultsTween Awareness of VERB
ResultsTween Awareness of VERB
74 72
Perc
enta
ge
2003 2004
100
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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
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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
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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
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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
**
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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
*
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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
* *
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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
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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)