Resources and Reports
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Evaluation Resources
Longitudinal Survey
(PDF 200K)
The Youth Media Campaign Longitudinal Survey (YMCLS) is an annual
national telephone survey of young people, ages 9 to 13 years, and their
parents. Working with research corporation Westat, CDC designed the YMCLS to
measure the physical activity-related beliefs, attitudes and behaviors of youth
and their parents and to monitor youth exposure to the VERB campaign. Survey
results guide the campaign's evolution and provide important information about
the impact of the VERB campaign. A Computer-Assisted Telephone Interviewing
technique was used to administer the survey. The appearance and structure of the
survey reflects the software that is used for survey delivery. The interviewer
reads all of the text — questions and response options — except for those in all
capital letters. Words or phrases that are in all capital letters are
automatically displayed to the interviewer and indicate possible coding options.
Text in parentheses at the end of a response category indicates a skip pattern
(e.g., GO TO S2). We administered the first YMCLS (YMCLS 2002) during spring
2002 before the launch of the national VERB campaign, to provide the baseline
for future studies. The baseline YMCLS 2002 was administered to more than 3,000
9-13 year olds and their parents nationally.
Continuous Tracking Survey
(PDF 265K).
The Continuous Tracking Survey is an ongoing survey that collects data from a
sample of 9-13 year olds to better understand their impressions of the campaign
and its messages. The survey provides campaign planners and brand strategists
with information about how widely the campaign is being seen and how it is being
understood. The appearance and format of the survey reflects the interview
structure that is used.
VERB’s
Formative Research Process (PDF 150K)
This document describes the VERB campaign's concept and message testing
qualitative methodology. It contains sample screening questionnaires and
moderator guides.
Logic Model
Logic models are often developed for public health programs and campaigns. A logic model links campaign inputs and activities with campaign outcomes. The model can be used as a tool to:
- Identify the short-term, intermediate, and long-term outcomes for the campaign;
- Link those outcomes to each other and to campaign activities;
- Select outcomes to measure depending on the stage of the campaign’s development;
- Show how it may take time before long-term outcomes can be associated with the campaign.
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Formative Research Reports
Exploratory Research Reports
New!
Inspiring Children’s Physical Activity: Exploratory
Research with Parents (PDF 500K) This research helped understand factors that would influence parents to
encourage their child’s participation in physical activity and evaluate a range
of concepts for promoting physical activity. The report summarizes the results
of focus groups and in-home interviews conducted with mothers of 9- to
13-year-olds in 2003.
Life’s First Great Crossroad
(PDF 400K) Summarizes findings about the lives of today’s tweens, including the choices they make and how friends, family, and media help shape their behavior.
Message Strategy Research to Support Development of the Youth Media Campaign
(PDF 1.3MB) Presents insights — from interviews and focus groups with tweens, parents, other tween influencers, and industry professionals — that helped guide the development of messages for the Youth Media Campaign.
Review of Literature to Support Development of the Youth Media Campaign
(PDF 460K) Compiles information on tweens and topics relevant to development of the Youth Media Campaign.
Youth Media Campaign Summary of Interviews Regarding Kids with Disabilities
(PDF 165K) Summarizes interviews conducted to learn most effective ways of including kids with disabilities in concept and message testing and in future campaign messages and events. Interviews, conducted from July through August 2002, were with individuals who have developed messages for people with disabilities or who are from organizations that promote physical activity among people with disabilities.
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Brand Development Research Reports
Executive Summary of the General Market Formative Research to Support Brand Development for the Youth Media Campaign
(PDF 66K) Summarizes findings of 25 in-home interviews conducted with tweens and their parents and influencers to better understand the motivations, images, and language that connect with both tweens and their families.
Executive Summary of the African American Formative Immersion Research to Support Brand Development for the Youth Media Campaign
(PDF 105K) Summarizes findings of focus groups conducted with tweens and parents of predominantly minority-populated urban areas to better understand the African American audience segment of the Youth Media Campaign.
Executive Summary of the American Indian Formative Immersion Research to Support Brand Development for the Youth Media Campaign
(PDF 21K) Summarizes findings of in-depth interviews conducted with American Indian tweens, parents, and influencers living in rural and urban environments to better understand this audience segment of the Youth Media Campaign.
Executive Summary of the Asian American Formative Immersion Research to Support Brand Development for the Youth Media Campaign
(PDF 97K) Summarizes findings of focus groups conducted with tweens and parents to better understand the Asian American audience segment of the Youth Media Campaign.
Executive Summary of the Hispanic/Latino Formative Immersion Research to Support Brand Development for the Youth Media Campaign
(PDF
71K) Summarizes findings of in-depth interviews with low-income Hispanics/Latinos who are mostly Spanish language-dominant; migrant families and new immigrants were included. Research was conducted to better understand the Hispanic/Latino audience segment of the Youth Media Campaign.
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Concept and Message Testing Reports
VERB’s
Formative Research Process (PDF 150K) This document describes the VERB campaign's concept and message testing
qualitative methodology. It contains sample screening questionnaires and
moderator guides.
New!
Lessons Learned from VERB™: Findings for General
Market Tweens and their Parents (PDF 305K)
This report presents recurrent themes and recommendations based on three years
of concept and message testing among general market tweens and parents.
New!
Synthesis of Learning across 3 Years of Concept and
Message Testing among African American Tweens and Parents (PDF 145K) This report presents recurrent themes and recommendations based on three years
of concept and message testing among African American tweens and parents.
New!
Synthesis of Learning across 3 Years of Concept and
Message Testing among American Indian Tweens and Parents (PDF 145K) This report presents recurrent themes and recommendations based on three years
of concept and message testing among American Indian tweens and parents.
New!
Synthesis of Learning across 3 Years of Concept and
Message Testing among Asian American Tweens and Parents (PDF 145K) This report presents recurrent themes and recommendations based on three years
of concept and message testing among Asian American tweens and parents.
New!
Synthesis of Learning across 3 Years of Concept and
Message Testing among Hispanic/Latino Tweens and Parents (PDF 145K) This report presents recurrent themes and recommendations based on three years
of concept and message testing among Hispanic/Latino tweens and parents.
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Publications
Effects of a Mass Media Campaign to Increase Physical Activity Among Children:
Year 1 Results of the VERB Campaign*
This article presents the year 1 effects of the VERB campaign on the levels of
physical activity among children 9 to 13 years of age.
VERB™ — A
Social Marketing Campaign to Increase Physical Activity Among Youth
VERB applies sophisticated commercial marketing techniques to address the public
health problem of physical inactivity of American children, using the social
marketing principles of product, price, place, and promotion. This article
describes how the principles of social marketing were applied to develop the
strategies and tactics of the VERB campaign.
The VERB™
Campaign Logic Model: A Tool for Planning and Evaluation
This article describes the VERB campaign logic model and how it is used as a
tool to share information, to facilitate program planning, and to provide
direction for evaluation.
Commentary on
the VERB™ Campaign — Perspectives on Social Marketing to Encourage Physical
Activity Among Youth
In this commentary, Adrian Bauman, PhD, an international expert on physical
activity and media campaigns, provides a perspective on the VERB campaign as an
example of social marketing to encourage physical activity among youth.
Physical Activity Levels Among Children Aged 9–13 Years
— United States, 2002
As part of the VERB campaign evaluation, CDC is using the national YMC
Longitudinal Survey to collect data about attitudes and behaviors of children
and their parents. This report presents selected findings from the baseline survey.
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* Links to non-Federal organizations are provided
solely as a service to our users. Links do not constitute an endorsement of any
organization by CDC or the Federal Government, and none should be inferred. The
CDC is not responsible for the content of the individual organization Web pages
found at these links.
This page last reviewed
July 21, 2006
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