The national VERB campaign, launched in June 2002, was the foundation for VERB Summer Scorecard inKentucky. The national campaign, which came to a close September 2006, provided a widely recognized “brand”, an identified audience, and resources for the local communities to reinforce the national messages.
The summer months (after Memorial Day to August 1st) is the designated time period in Lexington Fayette County, but implementation is not limited to this time period; it can be implemented over holiday breaks, summer, or all year long, depending on available resources.
VERB™ Scorecard is designed to promote increased physical activity participation of youth ages 9-13 yearsbyusing a community-based prevention marketing model (which combines the grass roots knowledge and support of a community coalition with the effective tools of social marketing) developedby the Florida Prevention Research Center. Primarily, the intervention includes:
Creating a coalition of community agencies and organizations who plan and implement the program
Providing a monitoring tool (the scorecard) for tweens to document and track their physical activity
Providing incentives for completed hours of activity
Invitingbusinesses and recreation facilities to provide free and reduced-priced admission for tween participants at their establishments
Holding community events to promote physical activity in a fun, creative manner
Increasing parents’ awareness of the options for their children tobe physically active, as well as how often their children are physically active
The state’s public-private Partnership for a Fit Kentucky collaborated with the Lexington Fayette County Health Department to develop the scorecard initiative.
Using a community coalition and ledby a program champion, the VERB™ Scorecard program works with physical activity-oriented organizations in the community to offer free or discounted admission to tweens. Sites include facilities such as swimming pools,bowling alleys, YMCA, etc. At the heart of the intervention is the “scorecard”, a 24-unit recording tool that encourages tweens to participate in 24 1-hour physical activity sessions at an organized facility or at home. Parents verify participation for activities performed at home or in the communityby initialing an actual scorecard or verifying it with an online web tracking system. There are activities throughout the Scorecard time frame such as group skating, paintball, tae kwon do, etc. for tweens to participate in,but they can also complete activities at home. It is an incentive-based program and the more activity logged, the greater the chances are of winning one of the grand prizes. The tweens enter to win a prize for every 12 hours of activity. There is a grand finale at the end of the program and prizes include items such as Wii Fit, skateboards, helmets,bikes, gym memberships, etc. There are also organized group events in the local communities for tweens, such as the “Longest Day of Play.”
Intended Population: Tweens (youth ages 9-13 years)
Definitions of tweens vary and communities typically prefer to allow the broadest age range of children to participate so they do not have to exclude a lot of interested children. However, the intervention is not appropriate for adolescents and participation of younger children may lead to a lower rate of tween participation.
Length of time in the field: Since Summer 2004