Book_080906_FINAL

—NASPE — PHAI —NASPE
— CDC —NIH

— PEDIATRICS —CDC
— CDC
—NIH
— CDC

— Ad Age















Successful ads always include a strong “call to action,” but perhaps none quite as literally as
VERB advertising. General market and ethnic media channels brought the message home with
TV, print, radio, out of home and online ads. They featured kids of all shapes, sizes, ethnicities
and abilities to promote the “can do” spirit of the campaign. Some ads featured famous athletes
like Tom Brady, Mia Hamm, Tracy McGrady, Donovan McNabb and Venus Williams. They not
only inspired tweens, but also added a new level of cool to the VERB campaign.

AtdIhminesacydgofevionveueernnaidmmwnaaeegdbwiensiawVtteiaivRdyeesTdwSainac–dyastvpeitdlroatctuloeiamslgptieottltasipycnlrgapeyaek.lniTsdthtsihmeoayeftfimlaninnvodeev.neeVtdnecEdwoRghuaBermanngoetehwse.p.yTclaohdymeitdyim.wgeao.st a place for tweens to
When kids logged on
tips from the pros.

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affinity for the brand.

Partnerships with local National Recreation and Park Association affiliates, Boys & Girls Clubs,
YMCAs, Girl Scouts of the USA and other community groups offered inroads to reach even more
kids. VERB provided these groups with fun, free, customizable and long-term programs designed
to keep kids physically active over a period of time. Using VERB as a springboard, local coalitions
used their own resources to develop programs and mobilize their communities around increased
physical activity for tweens.

VERB took full advantage of the knowledge that kids admire and aspire to be like their favorite
TV personalities. So when some of TV’s hottest stars gave their time to promote the campaign in
public service announcements and with special appearances, VERB connected with kids in a
whole new way. Media partners also funded contests and sweepstakes to motivate kids with the
chance to win stuff. All they had to do was get active.

A partnership with the biggest leagues in sports allowed VERB to cash in on the cachet of
professional teams and individual stars. Their tips and tricks made for compelling web content.
And kids were inspired by their hero’s stories and ideas for getting active.

Communications aimed at the parents were designed to give them tools to motivate, support,
recognize and praise their kids for being physically active. TV ads, magazine articles and their
own website helped these influencers understand the importance of physical activity in their
children’s lives and showed them how to make getting active a family affair. Reaching parents in
ethnic markets was especially critical. Distinctive and diverse, ethnic advertising efforts were
also supported by a strong VERB presence at many cultural festivals.

















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