社会营销作为青少年体育活动倡议的框架：对疾病控制与预防中心“动起来”运动遗产的十年回顾。
Social Marketing as a Framework for Youth Physical Activity Initiatives: a 10-Year Retrospective on the Legacy of CDC's VERB Campaign.
作者信息
Huhman Marian, Kelly Ryan P, Edgar Timothy
机构信息
Department of Communication, University of Illinois at Urbana-Champaign, 3001 Lincoln Hall, 702 S. Wright Street, MC 456, Urbana, IL, 61801, USA.
Department of Public Health and Community Medicine, Tufts University School of Medicine, 136 Harrison Avenue, Boston, MA, 02111, USA.
出版信息
Curr Obes Rep. 2017 Jun;6(2):101-107. doi: 10.1007/s13679-017-0252-0.
PURPOSE OF REVIEW
In 2002, the U.S. Centers for Disease Control and Prevention (CDC) launched the VERB. It's what you do! campaign to increase physical activity among tweens and concomitantly respond to the rise in childhood obesity. This retrospective study summarizes the history of the VERB campaign's social marketing approach and its effectiveness in promoting behavior change in the targeted population.
RECENT FINDINGS
The legacy of VERB, which ended in 2006, is discussed, with an emphasis on examining initiatives over the last decade and the degree to which they followed (or did not follow) the structural and thematic lead of the campaign. The article ends with suggestions for how VERB still has the potential to inform other social marketing campaigns going forward.
综述目的
2002年，美国疾病控制与预防中心（CDC）发起了“行动起来！”运动，以增加青少年的身体活动，并应对儿童肥胖率的上升。这项回顾性研究总结了“行动起来！”运动社会营销方法的历史及其在促进目标人群行为改变方面的有效性。
最新发现
讨论了2006年结束的“行动起来！”运动的遗产，重点考察了过去十年的举措以及它们遵循（或未遵循）该运动结构和主题引领的程度。文章最后就“行动起来！”运动如何仍有潜力为未来其他社会营销活动提供借鉴提出了建议。
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