Price Simani M, Huhman Marian, Potter Lance D
Westat, Rockville, Maryland 20850, USA.
Am J Prev Med. 2008 Jun;34(6 Suppl):S267-74. doi: 10.1016/j.amepre.2008.03.004.
The CDC's VERB campaign was designed to increase physical activity among children aged 9-13 years (tweens). As part of the strategy to surround tweens with support to be physically active, VERB developed messages for parents, the secondary target audience, to encourage them to support their tween's physical activity.
Multiple regression analyses were conducted to determine whether parent awareness of VERB was a significant predictor of seven factors that related to parental attitudes, beliefs, and supportive behaviors for tweens' physical activity using the Youth Media Campaign Longitudinal Survey (YMCLS).
SETTING/PARTICIPANTS: Parents (N=1946) of U.S. children aged 9-13 years.
Advertising directed at tweens through paid television, radio, print, Internet, and schools was the primary VERB intervention; tween advertising could have been also seen by parents. Messages directed at parents encouraging their support of tweens' physical activity were delivered in English through mainly print and radio. In-language messages for Latino and Asian audiences were delivered through print, radio, television, and at events.
Parents' awareness of VERB; parents' attitudes, beliefs, and support for their tweens' physical activities.
Awareness increased each year of the campaign; more than 50% of parents were aware of VERB by the third year of the campaign. Parents reported that their main source of awareness was television, the main channel used to reach tweens. Awareness of VERB was predictive of positive attitudes about physical activity for all children, belief in the importance of physical activity for their own child, and the number of days parents were physically active with their child.
Parents' awareness of VERB was associated with positive attitudes, beliefs, and behavior. Parents' awareness probably resulted from a combination of messages directed to parents and tweens. To maximize audience reach, social marketers who are developing health messages should consider the potential value of parents and their children seeing or hearing the same messages, separately or together.
美国疾病控制与预防中心（CDC）的“活力宝贝”运动旨在增加9至13岁儿童（青少年前期）的身体活动量。作为让青少年前期儿童在支持下进行身体活动这一策略的一部分，“活力宝贝”运动为第二目标受众——家长们制定了宣传内容，以鼓励他们支持孩子进行身体活动。
利用青少年媒体运动纵向调查（YMCLS），进行多元回归分析，以确定家长对“活力宝贝”运动的知晓程度是否是与家长对青少年前期儿童身体活动的态度、信念及支持行为相关的七个因素的重要预测指标。
设置/参与者：美国9至13岁儿童的家长（N = 1946）。
通过付费电视、广播、印刷品、互联网和学校针对青少年前期儿童进行广告宣传是“活力宝贝”运动的主要干预方式；家长也可能看到针对青少年前期儿童的广告。针对家长鼓励他们支持青少年前期儿童身体活动的宣传内容主要通过印刷品和广播以英语传播。针对拉丁裔和亚裔受众的同语种宣传内容则通过印刷品、广播、电视以及活动进行传播。
家长对“活力宝贝”运动的知晓程度；家长对其孩子身体活动的态度、信念及支持情况。
在运动开展的每一年，知晓程度都有所提高；到运动开展的第三年，超过50%的家长知晓“活力宝贝”运动。家长报告称，他们知晓该运动的主要来源是电视，这也是针对青少年前期儿童的主要传播渠道。对“活力宝贝”运动的知晓程度可预测对所有儿童身体活动的积极态度、对自己孩子身体活动重要性的信念，以及家长与孩子一起进行身体活动的天数。
家长对“活力宝贝”运动的知晓程度与积极态度、信念及行为相关。家长的知晓程度可能是针对家长和青少年前期儿童的宣传内容共同作用的结果。为了最大限度地扩大受众范围，开展健康宣传的社会营销人员应考虑家长及其孩子分别或共同看到或听到相同宣传内容的潜在价值。
