CDC to fund national ad campaign - Research Updates

Melpomene Journal, Fall-Winter, 2002 by Ira Dreyfuss

WASHINGTON, D.C.

The Centers for Disease Control and Prevention is funding a national ad campaign to encourage children ages 9 to 13, called tweens, to be more physically active. The CDC hopes to set kids on the path to health now so they don't wind up later in its statistics on obesity, diabetes, heart disease and early death.

The ads use computer-generated kids figures in which the bodies are formed of action verbs like "pass" and "slide." Later, ads will have real kids doing real racing and climbing, and also will feature celebrity athletes. The first 15-second TV spots, with the tag line, "VERB. It's what you do," began running in June.

CDC's initial goal is seeding brand loyalty for physical activity just like corporations seed loyalty for hamburgers and video games. "It's a good time to compete with all the other messages directed at this age group, which, frankly, are encouraging kids to be more sedentary," stated the project coordinator. Congress ordered the CDC to run the campaign, and provided $125 million for the first year of funding.

Associated Press