Initial outcomes of the VERB campaign: tweens' awareness and understanding of campaign messages

摘要: Background Assessing the immediate effects of mass-media campaigns provides early evidence campaign reach into defined target populations. these in a multi-year allows for better message targeting subsequent years. Design Cross-sectional analysis population cohort. Data were collected annually; this paper reports on 1-year outcome data following mass-media–led intervention to increase physical activity among children aged 9–13 The groups initially reached by and those that understood messages identified. Analysis was carried out using logistic regression. Participants Nationally representative cohort 2729 years (tweens). Intervention National mass-communications (VERB™) from June 2002 2003, television, print, radio as primary communication channels. In addition, there promotions communities, schools, Internet. Main measures Prompted unprompted awareness VERB understanding key message. Results After 1 year, tweens' 17.3%; prompted 57%; 25.6% had no VERB. did not differ child's age, gender, or ethnicity but associated with being middle- high-income household, having parent who college graduate, active 7 more days previous week. Unprompted significantly girl, 12–14 years, white, moderate- degree, doing sessions during week before survey. variables high levels similar awareness, except differences significant association found between parental approval activity. Conclusions Measuring initial impact identified magnitude achieved through campaign. Campaign planners used information develop new adjust media purchases