Jump to ContentJump to Main Navigation
Public Health BrandingApplying marketing for social change$
Users without a subscription are not able to see the full content.

W. Douglas Evans and Gerard Hastings

Print publication date: 2008

Print ISBN-13: 9780199237135

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780199237135.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in OSO for personal use (for details see www.oxfordscholarship.com/page/privacy-policy).date: 24 September 2018

Branding play for children: VERBTM It’s what you do

Branding play for children: VERBTM It’s what you do

Chapter:
(p.109) 6 Branding play for children: VERBTM It’s what you do
Source:
Public Health Branding
Author(s):

Marian Huhman

Simani M. Price

Lance D. Potter

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199237135.003.0006

The VERB campaign used a branding strategy closely modeled after the methods used to brand commercial products in the private sector. The VERB brand was the organizing element for the campaign's marketing approach and advertising platforms to reach its target audience of tweens. A continuous tracking survey monitored the VERB brand's performance, giving feedback about the reach, appeal, and relevance of the brand and the TV commercials. Using the VERB brand for different behaviours and in different settings were examples of opportunities that were considered; some were implemented, with lessons learned for other public health campaigns.

Keywords:   VERB campaign, CDC, physical activity, branding, tweens, monitoring and evaluation

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .