Our first initiative—the VERB Summer Scorecard—-was a successful physical activity program that ran from 2004-2010 in Lexington and was replicated by 18 communities across the state and country. Based on the highly successful national campaign—VERB. It’s what you do. The VERB Summer Scorecard brought the Lexington community together to provide exciting free and reduced priced physical activity opportunities for tweens including: free entrance to public pools, two for one skating, free water games in the park, hip hop dance classes at the Explorium, etc.
The Scorecard was advertised as “the ticket to fun.” Tweens kept track of their activities at Scorecard sites and at home by marking squares on the card each time they were physically active. The 24 squares on the Scorecard were initialed by a parent or stamped by a business or agency to verify participation. Turning in a completed card made 9-13 year olds eligible for prizes and other fun opportunities. VERB Scorecard campaigns are designed to increase awareness, excitement and commitment to active opportunities for youth among tweens, parents and community partners.
The VERB Summer Scorecard Campaign was shown to be effective. A survey of 2,974 4th and 5th graders showed a high VERB brand recognition rate in Lexington (90% awareness locally vs. 74% awareness nationally). In addition, the survey found that those students who had been exposed to both the national VERB campaign and the VERB Summer Scorecard program reported the highest levels of physical activity, suggesting an additive effect of implementing a locally-tailored intervention in conjunction with a national campaign. The VERB Summer Scorecard was approved by the Center for Training and Research Translation as an intervention that works.
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