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Unformatted text preview: R ESEARCH A RTICLE Promoting Physical Activity Among Youth Through Community-Based Prevention Marketing C AROL A. B RYANT , PhD a A NITA H. C OURTNEY , MS, RD b R OBERT J. M C D ERMOTT , PhD, FASHA c M OYA L. A LFONSO , MSPH, PhD d J ULIE A. B ALDWIN , PhD e J EN N ICKELSON , RD, PhD f K ELLI R. M C C ORMACK B ROWN , PhD, CHES, FASHA g R ITA D. D E B ATE , MPH, PhD, CHES h L EAH M. P HILLIPS , MPH i Z ACHARY T HOMPSON , MSPH j Y ILIANG Z HU , PhD k ABSTRACT BACKGROUND: Community-based prevention marketing (CBPM) is a program planning framework that blends community-organizing principles with a social marketing mind-set to design, implement, and evaluate public health interventions. A community coalition used CBPM to create a physical activity promotion program for tweens (youth 9-13 years of age) called VERB TM Summer Scorecard. Based on the national VERB TM media campaign, the program offered opportunities for tweens to try new types of physical activity during the summer months. METHODS: The VERB TM Summer Scorecard was implemented and monitored between 2004 and 2007 using the 9-step CBPM framework. Program performance was assessed through in-depth interviews and a school-based survey of youth. RESULTS: The CBPM process and principles used by school and community personnel to promote physical activity among tweens are presented. Observed declines may become less steep if school officials adopt a marketing mind-set to encourage youth physical activity: deemphasizing health benefits but promoting activity as something fun that fosters spending time with friends while trying and mastering new skills. CONCLUSIONS: Community-based programs can augment and provide continuity to school-based prevention programs to increase physical activity among tweens. Keywords: physical activity; social marketing; tweens; community-based participatory research; VERB TM . Citation: Bryant CA, Courtney AH, McDermott RJ, Alfonso ML, Baldwin JA, Nickelson J, McCormack Brown KR, DeBate RD, Phillips LM, Thompson Z, Zhu Y. Promoting physical activity among youth through community-based prevention marketing. J Sch Health. 2010; 80: 214-224. Received July 23, 2009 Accepted August 11, 2009 a Professor and Co-Director, (firstname.lastname@example.org), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL 33612-3805. b Research Associate, (email@example.com), Florida Prevention Research Center, University of South Florida College of Public Health, 13201 Bruce B. Downs Blvd (MDC 056), Tampa, FL33612-3805. c Professor and Co-Director, (firstname.lastname@example.org), Florida Prevention ResearchCenter, University of SouthFlorida College of Public Health, 13201BruceB. Downs Boulevard (MDC056), Tampa, FL 33612-3805....
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