BACKGROUND: Community-based prevention marketing (CBPM) is a program planning framework that blends community-organizing principles with a social marketing mind-set to design, implement, and evaluate public health interventions. A community coalition used CBPM to create a physical activity promotion program for tweens (youth 9-13 years of age) called VERB Summer Scorecard. Based on the national VERB media campaign, the program offered opportunities for tweens to try new types of physical activity during the summer months. METHODS: The VERB Summer Scorecard was implemented and monitored between 2004 and 2007 using the 9-step CBPM framework. Program performance was assessed through in-depth interviews and a school-based survey of youth. RESULTS: The CBPM process and principles used by school and community personnel to promote physical activity among tweens are presented. Observed declines may become less steep if school officials adopt a marketing mind-set to encourage youth physical activity: deemphasizing health benefits but promoting activity as something fun that fosters spending time with friends while trying and mastering new skills. CONCLUSIONS: Community-based programs can augment and provide continuity to school-based prevention programs to increase physical activity among tweens.
BACKGROUND: Community-based prevention marketing (CBPM) is a program planning framework that blends community-organizing principles with a social marketing mind-set to design, implement, and evaluate public health interventions. A community coalition used CBPM to create a physical activity promotion program for tweens (youth 9-13 years of age) called VERB Summer Scorecard. Based on the national VERB media campaign, the program offered opportunities for tweens to try new types of physical activity during the summer months. METHODS: The VERB Summer Scorecard was implemented and monitored between 2004 and 2007 using the 9-step CBPM framework. Program performance was assessed through in-depth interviews and a school-based survey of youth. RESULTS: The CBPM process and principles used by school and community personnel to promote physical activity among tweens are presented. Observed declines may become less steep if school officials adopt a marketing mind-set to encourage youth physical activity: deemphasizing health benefits but promoting activity as something fun that fosters spending time with friends while trying and mastering new skills. CONCLUSIONS: Community-based programs can augment and provide continuity to school-based prevention programs to increase physical activity among tweens.
Authors: Moya L Alfonso; Robert J McDermott; Zachary Thompson; Carol A Bryant; Anita H Courtney; Jeffery A Jones; Jenna L Davis; Yiliang Zhu Journal: Prev Chronic Dis Date: 2011-08-15 Impact factor: 2.830
Authors: Shaniece Criss; Alvin Tran; Claudia Ganter; Alyssa Aftosmes-Tobio; Steven Gortmaker; Kasisomayajula Viswanath; Jo-Ann Kwass; Kirsten K Davison Journal: Int J Environ Res Public Health Date: 2016-04-05 Impact factor: 3.390
Authors: Patricia Dolan Mullen; Maria E Fernández; Timothy J Walker; Maya Foster; Jacob Szeszulski; Derek W Craig Journal: BMC Public Health Date: 2022-07-07 Impact factor: 4.135