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Public Health BrandingApplying marketing for social change$
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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

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

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

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

Marian Huhman

Simani M. Price

Lance D. Potter

Oxford University Press

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

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