VERB, the Centers for Disease Control and Prevention's (CDC) program aimed at encouraging children to exercise more, appears to be working. The program's goals are to increase physical activity for all children, particularly those nine to ten years old, and to help close the gap between the exercise levels of boys and girls. VERB ads appeared in print, electronic media, and outdoor advertising.
In 2002, before the advertising program began, 6,000 children nine to thirteen years old and their families were questioned about the kids level of free-time physical activity. There same families were questioned again in 2003, after the advertisements had appeared.
Children nine to ten years old showed a 34% increase in their free-time physical activity. For girls, the increase was 27%. Children from lower-middle income families (defined as $25,000-$50,000 per year) had a 25% increase.
Cities where the CDC concentrated their advertising ‚ Columbus, OH; Green Bay, WI; Greenville, SC; Houston, TX; Los Angeles, CA; and Miami, FL ‚ had even more dramatic increases.
The second phase of VERB will provide access to fun, physically inspired events, and activities.
To learn more about VERB, visit www.cdc.gov/VERB, www.VERBnow.com (for tweens), and www.VERBparents.com.
Family Practice News, 4/15/04.
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