Effects of a mass media campaign to increase physical activity among children: Year-1 results of the VERB campaign
Effects of a mass media campaign to increase physical activity among children: Year-1 results of the VERB campaign
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DOI：
10.1542/peds.2005-0043
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发表时间：
2005-08-01
期刊：
影响因子：
8
通讯作者：
Heitzler, CD
中科院分区：
文献类型：
--
作者：
Huhman, M;Potter, LD;Heitzler, CD
客观的。旨在确定大众媒体宣传活动对 9 至 13 岁儿童身体活动水平的影响。设计。采用了前瞻性、纵向、准实验设计。基线调查是在 2002 年 4 月至 6 月推出 VERB 广告之前进行的。使用随机数字拨号方法对全国范围内具有代表性的儿童和家长样本进行调查。 2003 年 4 月至 6 月，对同一组儿童和家长重复进行了后续调查。倾向评分用于确定该活动对意识和身体活动行为的影响。美国。参与者。共有3120对亲子情侣。干涉。 VERB 活动是一项多种族活动，将付费广告与学校和社区促销以及互联网活动相结合，鼓励 9 至 13 岁的儿童每天进行体育锻炼。 VERB 由美国疾病控制与预防中心于 2002 年推出，利用商业营销方法来宣传身体活动很酷、很有趣，并且有机会与朋友共度美好时光。 2002 年 6 月至 2003 年 6 月期间，使用 VERB 品牌在全国范围内投放付费广告，目标受众为 9 至 13 岁的青少年。 主要成果指标。儿童对这项运动的认识以及访谈前一周在非上课时间自我报告的空闲时间和有组织的体育活动课程的估计。结果。一年后，74% 的受访儿童了解了 VERB 活动。 9 至 13 岁儿童亚组的空闲时间体育活动水平有所增加。对于年龄较小的儿童（9-10 岁）、女孩、父母文化程度低于高中的儿童、来自人口稠密的城市地区的儿童以及基线时活动量较低的儿童，观察到了两种措施的影响模式。与不了解 VERB 的儿童相比，这些亚组每周参与的空闲时间体育活动次数中位数更多，并且随着孩子们对 VERB 认知水平的逐渐提高，孩子们参与的空闲时间体育活动时间也逐渐增多。与不知道这项运动的 9 至 10 岁青少年相比，9 至 10 岁青少年每周参加的空闲时间体育活动平均多出 34%。仅针对基线时被归类为低活跃的儿童发现有组织活动的影响模式。结论。 VERB 活动在一年内获得了很高的认知度。据报道，美国儿童亚群的体力活动水平较高。通过以儿童为中心的商业广告来促进身体活动显示出了希望。
Objective. To determine the effects of a mass media campaign on the levels of physical activity among children 9 to 13 years of age.Design. A prospective, longitudinal, quasi-experimental design was used. A baseline survey was conducted in April to June 2002, before the launch of VERB advertising. Random-digit-dialing methods were used to survey a nationally representative sample of children and parents. The follow-up survey was repeated with the same cohort of children and parents in April to June 2003. Propensity scoring was used to determine the campaign's effects on awareness and physical activity behaviors.Setting. United States.Participants. A total of 3120 parent-child dyads. Intervention. The VERB campaign is a multiethnic campaign that combines paid advertisements with school and community promotions and Internet activities to encourage children 9 to 13 years of age to be physically active every day. Launched in 2002 by the Centers for Disease Control and Prevention, VERB uses commercial marketing methods to advertise being physically active as cool, fun, and a chance to have a good time with friends. Using the VERB brand, paid advertising ran nationally from June 2002 through June 2003, targeting 9- to 13-year-old youths.Main Outcome Measures. Children's awareness of the campaign and self-reported estimates of free-time and organized physical activity sessions during non-school hours in the week before the interview.Results. After 1 year, 74% of children surveyed were aware of the VERB campaign. Levels of reported sessions of free-time physical activity increased for subgroups of children 9 to 13 years of age. A pattern of effects across 2 measures was observed for younger children (9 - 10 years of age), girls, children whose parents had less than a high school education, children from urban areas that were densely populated, and children who were low active at baseline. These subgroups engaged in more median weekly sessions of free-time physical activity than did children who were unaware of VERB and, as the children's level of VERB awareness was incrementally higher, the children engaged in incrementally more free-time physical activity sessions. The average 9- to 10-year-old youth engaged in 34% more free-time physical activity sessions per week than did 9- to 10-year-old youths who were unaware of the campaign. A pattern of effects for organized activity was found only for children classified as low active at baseline.Conclusions. The VERB campaign achieved high levels of awareness in 1 year. Higher levels of physical activity were reported for subgroups of US children. Promoting physical activity with child-focused commercial advertising shows promise.