Portal de Periódicos da CAPES

The VERB™ Campaign

2008; Elsevier BV; Volume: 34; Issue: 6 Linguagem: Inglês

10.1016/j.amepre.2008.03.010

1873-2607

Lori D. Asbury, Faye L. Wong, Simani Price, Mary Jo Nolin,

Obesity, Physical Activity, Diet

A branding strategy was an integral component of the VERB Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.