Abstract
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.
Original language | English (US) |
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Pages (from-to) | 214-224 |
Number of pages | 11 |
Journal | Journal of School Health |
Volume | 80 |
Issue number | 5 |
DOIs | |
State | Published - May 2010 |
Externally published | Yes |
Keywords
- Community-based participatory research
- Physical activity
- Social marketing
- Tweens
- VERB™
ASJC Scopus subject areas
- Education
- Philosophy
- Public Health, Environmental and Occupational Health