Promoting physical activity among youth through community-based prevention marketing

Carol A. Bryant, Anita H. Courtney, Robert J. McDermott, Moya L. Alfonso, Julie A. Baldwin, Jen Nickelson, Kelli R. McCormack Brown, Rita D. DeBate, Leah M. Phillips, Zachary Thompson, Yiliang Zhu

Research output: Contribution to journalArticlepeer-review

30 Scopus citations

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 languageEnglish (US)
Pages (from-to)214-224
Number of pages11
JournalJournal of School Health
Volume80
Issue number5
DOIs
StatePublished - May 2010
Externally publishedYes

Keywords

  • Community-based participatory research
  • Physical activity
  • Social marketing
  • Tweens
  • VERB™

ASJC Scopus subject areas

  • Education
  • Philosophy
  • Public Health, Environmental and Occupational Health

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