Content provided in partnership with

The VERB campaign

American Fitness, May-June, 2003 by Meg

Most great ideas I see about getting kids moving come from physical educators and fitness instructors who have a passionate commitment to creative programming and practice authentic role modeling. However, the urge to send a bigger message on a national scale has become critical because the percentage of overweight or obese kids has more than doubled in the past two decades. We've all suspected a lack of physical activity coupled with an unhealthy diet to be the cause, but now research is bolstering those suspicions.

Most Popular Articles in Health: Fuel your workout: exercisers who eat before they work out have more energy ...; Soothe a dry, itchy scalp: 5 easy expert solutions; Cocktails and calories: Beer, wine and liquor calories can really add up. ...; The sour truth about apple cider vinegar - evaluation of therapeutic use; The, six best supplements you've never heard of: these secret weapons can ...; More »

This spring a number of studies concluded that the combination of eating fast food more than twice a week and watching close to three hours of TV per day is making kids latter than ever. Several researchers at the University of Michigan found that eating a lot of fast food switches our internal preferences to a high salt and fat diet. Eventually, we start selecting fast foods over nutritious foods. Plus, super-sized servings of soda and refined carbs, like white buns, don't help either. While we can't do much to change the fast food industry, pressure to have it offer healthier choices is gaining speed.

On the other hand, we can do plenty to promote more activity in kids. The Department of Health and Human Services Secretary Tommy G. Thompson says it is crucial to stem the propensity among tweens (i.e., the 9- to 13-year-old age group) to lead inactive lifestyles.

"We are seeing serious related complications, including dramatic increases in Type 2 diabetes in adolescents," he says. Therefore, HHS and CDC got together with some creative types, including Kaneka America in New York City, to launch the Youth Media Campaign, entitled VERB: It's What You Do.

The VERB campaign does not limit concepts of physical activity to the old standards, such as calisthenics and team sports. Instead, VERB encourages tweens to embrace activities that appeal to their personalities--dancing, skateboarding, swimming, basketball, etc. The campaign also has a distinct multicultural angle that addresses specific cultural and language barriers ethnic populations face. Ethnic marketing, advertising and public relations companies spearhead the ethnic elements for African American, Asian American/Pacific Islander, Native American and Hispanic/Latino populations.

Some of these groups have a higher risk for drug and gang activity, higher rates of diabetes and alcoholism, poorer nutrition as well as more television viewing than Caucasians.

By late summer you should see the first TV spots of animated tweens, made up of different VERBS, morphing into real tweens demonstrating a variety of VERBS. Kids are supposed to find their own VERB, discover something new, explore and have fun. Each spot also features a celebrity famous for the VERB, supposedly adding a cool element and a call to action. There will also be a Web site dedicated to the campaign, so kids can either sit (a verb) and watch (another verb) the computer or the TV to get the VERB message.

It's an expensive campaign, well into the tens of millions, with a proposed five-year marketing life. I've heard fitness leaders find fault with it for not putting the money in more needed programs. I've also heard fitness leaders applaud the government for taking up the mission of teaching kids that regular activity should be a lifetime pursuit.

AFAA has its own campaign to get America moving by finding ways certified instructors can reach the public in places like drug stores and shopping malls, enrolling them in body fat screenings and heightened awareness programs. Check it out at www.afaa.com/phi.

It's unlikely any one campaign will produce overwhelming results. However, I'm encouraged by the fact that more than one sector is engaged in the process. If you've been at this motivation game for a while, you know it all starts with making a trustworthy social connection so you can help build confidence and commitment towards wellness in both youths and adults.

Love,

Meg

The VERB campaign

American Fitness, May-June, 2003 by Meg

Find Research Guides for:

Find Featured Titles for: Autos

Most Popular Articles in Health

Most Popular Publications in Health