This post is part of a blog series focusing on successful health marketing campaigns using multiple communications disciplines and media channels. If you have a campaign we should highlight, let us know.
The VERB campaign – no it’s not a Schoolhouse Rock grammar lesson – “its what you do.”
CDC’s launched the national VERB campaign in 2002 to increase physical activity among “tweens” (9-13 year olds). This social marketing campaign included a combination of paid advertisements (Sunday morning television programming) and interactive Internet activities targeting specific ethnic groups.
After extensive formative research, the yellowball premise was developed. The yellowball is intended to help Tweens pass their knowledge along and to get physically active. Celebrities played a major role in the yellowball campaign.
As we saw with the TRUTH campaign, successful multi-faceted behavioral-change campaigns require strong funding streams. Federal funding of the verb campaign totaled $350 million, which breaks down to $6 per child per year.
It is always difficult to evaluate communication and marketing campaigns, but many studies indicate successful outcomes of increased awareness about the importance for physical activities and engagement in physical activities.
The VERB campaign is another great example of the surround sound effect of collaboration between communications and marketing professionals. Together, we can improve the lives and health of millions. Let’s keep following the bouncing yellowball and collaborate.
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