Tabitha Burcham

Childhood Obesity and Socio-economic Status: an Exploration in the Effects of Socio-economic Status on Childhood Obesity Through the Verb Campaign Tabitha Burcham

VERB is a multi-ethnic national health campaign whose goal was to promote physical activity in U. S. tweens aged 9-13 years, in an effort to combat childhood obesity. The campaign was designed to reach multiple audiences of varying race and ethnicities as part of its sophisticated social marketing campaign. This book explores disparities that may exist in the tween population, through socio-economic status. Secondary data gathered by the Youth Media Campaign Longitudinal Survey in 2004 was used to assess the implications of socio-economic status on exposure to the VERB campaign as well as on actual participation in physical activity.