National campaign motivates kids to get more active

AORN Journal, July, 2004

Physical activity among US youth is increasing as a result of a national youth media campaign, according to a Feb 17, 2004, news re[ease from the Centers for Disease Control and Prevention (CDC). The multicultural campaign known as VERB was launched by the CDC in 2002 and has increased weekly free-time physical activity sessions among 8.6 million nine- to 10-year-old children by 34%. The campaign was especially effective in shrinking the gap in physical activity levels between boys and girls, registering a 27% increase in free-time physical activity sessions among nine- to 13-year-old girls. There a[so was a 25% increase in free-time physical activity sessions among six million children from lower-middle income households (ie, households with an annual income of $25,000 to $50,000) despite barriers that included transportation issues, safety concerns, and less access to physical activity resources.

Even more dramatic increases in physical activity were seen in communities that received higher levels of VERB marketing activity. In these communities, the number of least active children (ie, children who participated in no organized and less than three free-time physical activity sessions per week) decreased 33% in the nine- to 10-year-old age group, 37% in girls ages nine to 13, and 38% in children ages nine to 13 in lower-middle income households.

Data were compiled from a CDC telephone survey and the Youth Media Campaign Longitudinal Survey, which was conducted by an independent research company. The CDC surveyed 6,000 youths and their parents in 2003 and compared the data to survey information collected from the same families in 2002 before the VERB campaign was Launched.

National Campaign to Get Kids Physically Active is Working (news release, Atlanta: Centers for Disease Control and Prevention, February 17, 2004) http://www .cdc.gov/od/oc/media/pressrel/rO40217.htm (accessed 17 Feb 2004).