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Promoting Physical Activity Among Youth Through Community-Based Prevention Marketing

Authors:	Carol A. Bryant PhD Anita H. Courtney MS RD Robert J. McDermott PhD FASHA Moya L. Alfonso MSPH PhD Julie A. Baldwin PhD Jen Nickelson RD PhD Kelli R. McCormack Brown PhD CHES FASHA Rita D. DeBate MPH PhD CHES Leah M. Phillips MPH Zachary Thompson MSPH Yiliang Zhu PhD

Affiliation:	1. Professor and Co-Director, (cbryant@health.usf.edu), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;2. Research Associate, (anitac@qx.net), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;3. Assistant Professor, (moyaa@hotmail.com), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;4. Professor and Chair, (jbaldwin@health.usf.edu), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;5. Research Associate, (NickelsonJen@aol.com), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;6. Professor and Associate Dean for Academic Affairs, (kbrown@hhp.ufl.edu), University of Florida, College of Health and Human Performance, Address P.O. Box 118200, Gainesville, FL 32611-8200.;7. Associate Professor, (rdebate@health.usf.edu), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;8. Center Administrator, (lphilli1@health.usf.edu), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;9. Research Associate, (zthompso@health.usf.edu), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805.;10. Professor, (yzhu@health.usf.edu), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805

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.

Keywords:	physical activity social marketing tweens community-based participatory research VERB™

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