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Running Head: VERB
Applying the PRECEDE-PROCEED Model to a
Local Adaptation of the National VERB Physical Activity Campaign
Jen Nickelson
University of South Florida
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TABLE OF CONTENTS
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
PHASE 1: SOCIAL ASSESSMENT
Community Participation
Social Diagnosis
........................................ 7
.............................................. 7
.................................................... 8
PHASE 2: EPIDEMIOLOGICAL ASSESSMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Behavioral Diagnosis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Who Has the Problem?
Health Objective
........................................ 9
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
How Changeable Is the Problem?
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Which Behavior Has the Greatest Potential For Improvement?
. . . . . . . . . . 11
Behavioral Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Environmental Diagnosis
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
PHASE 3: EDUCATIONAL AND ECOLOGICAL ASSESSMENT
Identifying Predisposing, Enabling, and Reinforcing Factors
Setting Priorities Among and Within Categories
Ecological and Educational Objectives
. . . . . . . . . . . . . . . . 14
. . . . . . . . . . . . . . . . 14
. . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
PHASE 4: ADMINISTRATIVE AND POLICY ASSESSMENT
AND INTERVENTION ALIGNMENT
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Intervention Alignment
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Administrative Assessment
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Policy Assessment
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
PHASE 5: IMPLEMENTATION
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
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PHASE 6: PROCESS EVALUATION
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
PHASE 7: IMPACT EVALUATION
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
PHASE 8: OUTCOME EVALUATION
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
CONCLUSION
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
REFERENCES
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
APPENDIX A: References for Table 3
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
APPENDIX B: Sarasota County Locations for Physical Activity
APPENDIX C: Budget
. . . . . . . . . . . . . . . . . . . . . . 34
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
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INTRODUCTION
The Sarasota County Obesity Prevention Coalition was established in May of 2003 for
the purpose of promoting optimal weight and improving the quality of life for Sarasota County
residents. The coalition invited the University of South Florida’s Prevention Research Center
(FPRC) to help them design a social marketing intervention for the prevention of obesity among
Sarasota County youth. The FPRC’s mission has been to test the effectiveness of a communitybased prevention marketing (CBPM) framework in designing “health promotion and disease
prevention interventions suitable for dissemination to communities throughout the United States”
(FPRC, 2005, p. 1). Among the FPRC’s objectives are “to investigate the efficacy of the CBPM
approach for supporting national social marketing programs with community-based interventions
. . . (and) for tailoring evidence-based programs to use in local communities” (FPRC, 2005, p.
1).
The FPRC has provided the coalition with training in social marketing techniques,
information about the behavioral determinants of obesity, and guidance on selecting a target
audience for intervention. In addition, representatives from the Centers for Disease Control and
Prevention (CDC) and the FPRC’s Kentucky Youth Nutrition and Fitness Project have provided
the coalition with information on CDC’s national VERB physical activity campaign and
guidance on methods by which a local community can tailor the national campaign.
The VERB campaign is a social marketing campaign launched in 2002 by the CDC “to
increase and maintain physical activity among tweens (youth age 9-13)” (CDC, 2004a, p. 1).
The campaign was developed after extensive interviews with tweens, parents, and other people,
like teachers and coaches, who know and work with tweens. Marketing firms have been
intricately involved with developing and promoting this edgy, kid-focused media campaign—the
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purpose of which is to, in effect, “sell” physical activity to tweens by making the product “cool”
and “fun.” The marketing approach employs many of the same techniques that would be used to
market any other popular tween commodity. Initial reports from the VERB campaign revealed
that physical activity levels have improved substantially among youth who have been exposed to
the campaign (CDC, 2004b, p. 1).
As of this writing, the Sarasota County Obesity Prevention Coalition has selected
physical activity as the target behavior, middle school students as the target audience, and VERB
as their intervention program. The coalition is presently in the implementation phase of a
summer pilot program. Although the coalition was following the CBPM model in designing and
implementing this program under the guidance of the FPRC, the PRECEDE-PROCEED model
(Green & Kreuter, 2005) is probably more widely known and understood by public health
professionals. In fact, the CBPM model, like many program planning frameworks, mimics the
PRECEDE-PROCEED model in several ways. Table 1 lists the primary phases of CBPM and
links them to the primary phases of PRECEDE-PROCEED.
Table 1. CBPM mapped to PRECEDE-PROCEED.
CBPM Phases
Mobilize the Community
Develop Community Profile
Select Protective Behaviors
Enhance Community Capacity
Formative Research
Strategy Development
Program Development
Program Implementation
On-Going Tracking and Evaluation
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PRECEDE-PROCEED Phases
Social Assessment
Social Assessment
Epidemiological Assessment
Epidemiological Assessment
Social Assessment
Intervention Alignment and Administrative and Policy Assessment
Social Assessment
Epidemiological Assessment
Educational and Ecological Assessment
Implementation
Implementation
Implementation
Process, Impact, and Outcome Evaluation
This paper will describe the efforts the coalition has undertaken to date within the context
of the PRECEDE-PROCEED model as described by Green and Kreuter (2005). Where the
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coalition did not carry out key components of PRECEDE-PROCEED, suggestions for what they
might have done are provided.
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PHASE 1: SOCIAL ASSESSMENT
Community Participation
Various members of the community came together in May of 2003 under the guidance of
the Sarasota County Health Department because of the growing concern with obesity in this
nation in general, and in Sarasota County in particular. Initial involvement included not only
health department personnel, but also key personnel from the Area Health Education Center,
Sarasota Memorial Hospital, the Sarasota County School District, the Parks and Recreation
Department, the YMCA, the Community Youth Development Organization, other youth
organizations, as well as a wide variety of other concerned citizens. The FPRC was also invited
to participate because of the county’s previous successful collaboration with the FPRC on a
social marketing campaign designed for the prevention of smoking and alcohol use among youth.
The Health Department was aware that the FPRC might have had funds available for an obesity
prevention project, but this information was not shared with other coalition members until
several months into the program. The coalition came together because of the members’ shared
concern with the obesity epidemic, not because there was funding available for an obesity
prevention program.
Initial planning recognized the importance of the participation of youth on the community
coalition. The executive committee drew up plans that asserted at least one member of the board
would be a high school student. As of this writing, the board has not included a youth member,
despite their good intentions. The board has always convened during the early-morning hours,
when high school students are in school. Nonetheless, in January of 2005, the school nurses
successfully recruited approximately 15 students from five of the six high schools in the county
to serve on an advisory board for the coalition. As of this writing, the youth advisory board has
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held three meetings, and 10 members of the board have completed training to become
community researchers. Two or more members of the adult coalition have attended each
meeting of the youth board and have served as liaisons between the two groups.
Social Diagnosis
During March of 2005, middle school youth and parents participated in individual and
focus group interviews. Among others, the goals of the research included identifying the types
of physical activities middle school students participate in, where they participate in these
activities, and factors that influence participation in physical activity. In addition, the coalition
was interested in finding out from middle school students the best way to adapt the materials
developed by the Kentucky project in support of the national VERB campaign for the local
Sarasota market.
As indicated previously, several members of the youth advisory board completed training
to become community researchers. These high school students were responsible for collecting
data from middle school youth via individual interviews and focus group interviews. At least
one adult member of the community coalition has undergone training in conducting research and
has agreed to assist in collecting additional data from parents of middle school students and other
adult influencers, such as physical education teachers, coaches, school nurses, and middle school
principals, if and when this data is collected. One coalition member has successfully worked
with the county planning department to develop a map that identifies parks and schools within
the county, and plans to add physical activity locations to the map as more information is
gathered from focus group and individual interviews. A strength of this project has been the
willingness of community members to become involved, particularly after having made the
decision to proceed with the local adoption of the national VERB campaign.
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PHASE 2: EPIDEMIOLOGICAL ASSESSMENT
Behavioral Diagnosis
In March and April of 2004, the FPRC provided the coalition with a summary of data
collected to date to help them narrow the target audience and target behavior for the social
marketing intervention. Up to that point, the coalition had only decided they wanted to prevent
obesity among youth, and had segmented the youth into four subgroups: pre-school, elementary
school, middle school, and high school. Because obesity has multiple behavioral and
environmental determinants and because appropriate interventions may differ markedly between
the age groups, it was important that the coalition narrow their focus. Following is a summary of
the data shared with the coalition.
Who Has the Problem?
Obesity rates are presented in Table 2. Sarasota County data are shown in black, Florida
Table 2. Obesity rates
Pre-Schoola
At Risk for
Overweight1
Or
*Slightly Overweight
Elementary Schoolb
Middle Schoolc
High Schoold
15.3%***
13.9%***
22.8%*
13.6%**
14.3%**
Overweight
Or
*Very Overweight
12.5%***
12.2%***
13.4%***
12.9%***
15.9%***
15.3%***
3.2%*
15.5%
10.5%**
10.4%**
TOTAL
28.8%***
29.8%***
26%*
2
27%*
29.2%*
28.7%*
24%**
24.7%**
Black = Sarasota County
* = self-described as slightly overweight or very overweight
Green = Florida
** = BMI based on self-reported height and weight
Red = United States
*** = BMI based on measured height and weight
a
(U.S. Department of Agriculture, 2003; Polhamus et al., 2003)
b
(Florida Department of Health, 2004; Ogden et al. 2001)
c
(School Board of Sarasota County, 2002; Ogden et al., 2001)
d
(School Board of Sarasota County, 2004a; CDC, 2004c)
1
“At risk for overweight” among children is defined as a BMI falling between the 85th and 95th percentiles on BMI
charts (CDC, 2003).
2
“Overweight” among children is defined as a BMI falling above the 95th percentile on BMI charts (CDC, 2003).
VERB 10
data are shown in green, and national data are shown in red. Unfortunately, because of the
differences in how the data were collected, it was decided that these data would not be helpful in
segmenting the target audience. It should also be noted that, although there are more current data
presently available, these are the actual data that were shared with the coalition in early 2004.
Health Objective
While the coalition did not specify a health objective, Healthy People 2010 (U.S.
Department of Health and Human Services [USDHHS], 2000) has specified the following
objective: “reduce the proportion of children and adolescents who are overweight . . .” (p. 1913) from 11% to 5%. The reduction of 6 percentage points would be an acceptable target for the
local program, but the community will have to first obtain valid and reliable measures of weight.
How Changeable is the Problem?
Table 3 provides a summary of 27 intervention studies (see Appendix A for references
Table 3. Review of published nutrition and physical activity intervention studies (1995-2003)
Age Group
(Number of Studies)
Pre School (3*)
Elementary School (15)
Middle School (5)
High School (4)
Number Measuring
Weight Status
2 (66%)*
8 (53%)
3 (60%)
1 (25%)
Number with
Improvement in
Weight Status
0 (0%)*
1 (13%)
3 (100%)
0 (0)
Number with
Improvement in
Behaviors
2 (66%)*
12 (80%)
4 (80%)
3 (75%)
*One study was still in progress; therefore, results were not published.
for this table), either focusing on nutrition or physical activity behaviors, or both, published
between 1995 and 2003. In some cases, weight status was not measured, and therefore the
efficacy of the intervention in improving weight status could not be determined. However,
change in the nutrition or physical activity behaviors was measured in all cases. Although the
number of intervention studies conducted among middle school students was a third of those
conducted among elementary school students, of those that measured weight status among
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middle school students, all of them showed an improvement in weight, compared to just 13% of
those that measured weight status among elementary school students. While the numbers of
studies conducted among pre-school and high-school students were small, those that did measure
weight did not show an improvement in weight status. These data helped the coalition to decide
that obesity would be most amenable to change among the middle-school audience.
Finally, because the coalition was aware that they would be using a social marketing
approach to obesity prevention, they were provided with information concerning the cognitive
and developmental characteristics of each of the age groups to help them select the audience
most likely to be directly affected by marketing interventions. After this presentation, the
coalition selected the “tween” (9-13 years/approximately 4th- 8th grade) age group, because it
became clear that the target of the intervention for the younger groups would have to be the
parents, and that it would be difficult to target the older adolescents because of the many distinct
differences among groups within this age range. Tweens were considered to be an
impressionable audience that could be directly affected by a marketing intervention.
Which Behavior Has the Greatest Potential For Improvement?
With the target audience selected, in April of 2004 the coalition was provided with
information concerning the promise of various obesity prevention interventions. The primary
sources for this data were a review of pediatric obesity by the Center for Weight and Health
(CWH) at the University of California, Berkeley (CWH, 2001), and the Physical Activity Guide
to Community Preventive Services (Task Force on Community Preventive Services, 2002).
Several specific interventions were reviewed with the coalition, including the CDC’s national
VERB campaign that was specifically designed for the “tween” audience.
VERB 12
Behavioral Objectives
At the April 2004 meeting, the coalition chose physical activity as its target behavior.
Specific behavioral objectives were not set. However, potential behavioral objectives could be
set based upon three of the Healthy People 2010 objectives related to physical activity among
youth (USDHHS, 2000). Table 4 lists these objectives, along with national and Sarasota County
baseline data and the national and Sarasota objectives. It should be noted that the Sarasota
County physical activity data were not yet shared with the coalition. In addition, it will be
important to follow high school data to see if the effects of the middle school intervention carry
over into high school.
Table 4. Behavioral objectives based on Healthy People 2010 objectives
Sarasota Baselineb
Sarasota Objective
a
National Objectivea (HS)
(MS/HS)
(MS/HS)
National Baseline (HS)
Healthy People 2010 Objective #22-6: Increase the proportion of adolescents who engage in moderate physical
activity for at least 30 minutes on 5 or more of the previous 7 days
60%/50%
27%
35%
54%/45%
Healthy People 2010 Objective #22-7: Increase the proportion of adolescents who engage in vigorous physical
activity that promotes cardiorespiratory fitness 3 or more days per week for 20 or more minutes per occasion
85%/75%
65%
85%
75%/56%
Healthy People 2010 Objective #22-9: Increase the proportion of adolescents who participate in daily school physical
education
--/45%
29%
50%
--/24%
MS = Middle School
HS = High School
a
(USDHHS, 2000
b
(School Board of Sarasota County 2004a; School Board of Sarasota County 2004b)
Environmental Diagnosis
The coalition has not undergone a formal environmental diagnosis; however, during
February through March of 2005, the community researchers collected and compiled data to
determine where youth say they participate in physical activity within the county as well as
barriers and factors that promote physical activity. Coalition members, with the assistance of
FPRC staff, compiled a list of organizations that provide opportunities for middle school students
to be physically active and those that have been recruited to provide some kind of assistance with
VERB 13
the pilot program being developed for the summer (Appendix B). A GIS map is being developed
for each middle school zone that will identify these organizations, with distinct colors for those
acknowledged by middle school students as locations they frequent as well as those that have
agreed to participate in the summer program. From this map, gaps in existing services within
each middle school zone will be identified.
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PHASE 3: EDUCATIONAL AND ECOLOGICAL ASSESSMENT
Green and Kreuter (2005) describe three broad categories of factors that influence health
behavior: predisposing factors, enabling factors, and reinforcing factors. As they describe,
predisposing factors are those pre-existing factors that “provide the rationale or motivation for
the behavior” (p. 147). Enabling factors are those pre-existing conditions that allow the behavior
to occur. Reinforcing factors are those factors that follow “a behavior that provide the
continuing reward or incentive for the persistence or repetition of the behavior” (p. 147).
Identifying Predisposing, Enabling, and Reinforcing Factors
Although the community coalition did not itself create a list of factors that influence
physical activity among tweens; in February of 2005, the planning subcommittee was provided
with a presentation on CDC’s VERB formative research findings, including a listing of factors
that influence physical activity and those factors that serve as barriers to physical activity for
tweens (Aeffect, Inc., 2000). Although these factors were not categorized as predisposing,
enabling, and reinforcing at the time of the presentation, an attempt to categorize these factors in
this manner is made in Table 5. It is interesting to note that some predisposing factors may also
Table 5. Predisposing, enabling, and reinforcing factors identified by CDC.
Influencers of Physical Activity
Barriers to Physical Activity
Predisposing Factors
Desire for competition
Poor body image and self-concept
Active people on TV
Desire not to mess up make-up and hair
Parents
Peers/siblings
Enabling Factors
Availability of facilities
TV and computer time
Opportunities to showcase talent
Homework
Parents
Reinforcing Factors
Parents
Poor body image and self-concept
Peers/siblings
Active people on TV
VERB 15
be viewed as enabling and/or reinforcing as well (for example, parents may provide the
motivation for physical activity to occur, may enable physical activity by providing
transportation, and may also reinforce the behavior by praising the child after the behavior
occurs).
A number of other correlates of physical activity among youth have been identified by
other researchers (e.g. Sallis, Prochaska, & Taylor, 2000); however, the factors listed in Table 5
were identified specifically with tweens in mind. Therefore, the other correlates will not be
placed under consideration at this time.
Setting Priorities Among and Within Categories
As Green and Kreuter (2005) explain, it is logical to be sure the enabling factors are in
place before motivating a behavior to occur or having reinforcing factors in place. Although the
community coalition did not explicitly set priorities among or within the categories, they have
indeed focused their efforts on the enabling and predisposing factors. Within these categories,
they have indirectly selected “availability of facilities,” “opportunities to showcase talent,”
“homework,” and “desire for competition” as priorities for intervention efforts. During February
and March of 2005, they identified locations or facilities available for tweens to participate in
physical activity. They plan to proceed with a pilot intervention (VERB Summer Scorecard) that
will provide youth with opportunities to use these facilities and showcase their talent – both
enabling factors. Because the intervention will be occurring during the summer, the homework
barrier under this category will be minimized. However, the motivation for physical activity to
occur must be there in order to use the facilities and showcase talent. To create this motivation,
it is hoped that the desire for competition will be enhanced with the Scorecard that requires that
all the spaces be filled in order to qualify for fun prizes.
VERB 16
Ecological and Educational Objectives
Although the community coalition did not explicitly state ecological or educational
objectives, the objectives listed in Table 6 would be appropriate.
Table 6. Ecological and educational objectives
Problem
Availability of Facilities
•
Facilities for youth to participate in physical
activity must be available and affordable.
•
Youth and their parents must know that
these facilities exist and that they are
offering discounts.
Objective
•
•
•
Opportunities to Showcase Talent
•
Youth must be provided with opportunities
to showcase their talent.
•
Youth and their parents must know what
opportunities exist.
•
•
•
By June 1, 2005, at least 10 facilities in each middle school
zone will be asked to provide discounts to tweens
participating in the Summer Scorecard program.
By June 1, 2005, 100% of participating facilities will be
identified on the Summer Scorecard itself or on the Summer
Scorecard website.
By June 1, 2005, 90% of youth in grades 5-7 will be provided
with take-home information on the Summer Scorecard.
By June 1, 2005, a minimum of 8 opportunities per month for
youth to participate in physical activity will be identified on the
Summer Scorecard itself or on the Summer Scorecard
website.
By August 13, 2005, 30% of the youth provided with a
Summer Scorecard will have participated in the Summer
Scorecard program.
By the end of the program, 30% of the youth provided with a
Summer Scorecard will have participated in the Grand Finale,
(an opportunity to showcase their talent).
Homework
•
Homework interferes with physical activity.
•
The pilot program will be provided during the summer so that
90% of the youth will not have homework that interferes with
physical activity.
Desire for Competition
•
Desire for competition is motivation for
physical activity.
•
By June 1, 2005, 90% of youth in grades 6-7 will be provided
take-home information on the Summer Scorecard program.
By August 13, 2005, 50% of the youth provided with a
Summer Scorecard will have participated in the Summer
Scorecard program.
By August 13, 2005, 30% of the youth provided with a
Summer Scorecard will have participated in the Grand Finale,
an opportunity to participate in competitive activities.
•
•
VERB 17
PHASE 4: ADMINISTRATIVE AND POLICY ASSESSMENT
AND INTERVENTION ALIGNMENT
Intervention Alignment
The goal of intervention alignment is to fit the components of the intervention program
with the various macro- and micro-ecological levels of the community. Some key terms in this
phase of PRECEDE-PROCEED are “matching,” “mapping,” “pooling,” and “patching,” where
the ecological levels are “matched” with intervention components; practice-based evidence is
“mapped” or linked to the determinants of the health problem; evidence-based intervention
programs are “pooled” and reviewed; and where evidence is lacking, interventions that show
promise are “patched” in to fill in the gaps (Green & Kreuter, 2005).
As indicated previously, with the help of the FPRC, the community “pooled” and
reviewed several existing physical activity intervention programs. Based upon their review and
the collaboration the FPRC had with a similar coalition in Lexington, Kentucky, the coalition
invited the CDC and the Lexington coalition to give presentations in October of 2004 on the
CDC’s national VERB campaign and Lexington’s VERB Summer Scorecard – a local
intervention program developed by the Lexington coalition that built off the popularity of the
national VERB campaign. In a sense, the Lexington coalition used “patching” by filling in the
gaps on how to use the VERB campaign locally and developing their own intervention to meet
their local needs. After hearing these presentations, the Sarasota coalition elected to proceed
with a pilot program of the VERB Summer Scorecard based upon the program designed by the
Lexington coalition. In PRECEDE-PROCEED terms, the coalition “mapped” or linked the
evidence-based national VERB campaign to the behavioral determinant of obesity—physical
activity.
VERB 18
The VERB Summer Scorecard intervention components “match” various ecological
levels of the community. For example, the community level is addressed by ensuring there are
sufficient locations for youth to participate in physical activity; the organizational level is
addressed by ensuring various organizations provide resources for administering the program;
and the individual level is addressed by encouraging youth to participate in physical activity.
Administrative Assessment
The administrative assessment incorporates an assessment of the resources needed to
implement the program, including the development of a timeline as well as budget. The staff of
the FPRC have reviewed the steps of community-based prevention marketing with the coalition
and have communicated the time commitment involved in developing an evidence-based
intervention. Table 7 represents a Gantt chart with an approximation of the community-based
prevention marketing timeline for the 2003-2004 / 2004-2005 fiscal years.
The executive committee of the coalition selected the Sarasota County Health
Department to serve as the fiscal agent for the program, and the year-one budget was prepared by
FPRC staff with the assistance of key personnel from the Health Department and coalition.
Until the fiscal year beginning October 1, 2005, the community coalition did not have funds for
an intervention, with the exception of $10,000 provided to the coalition to award a “mini-grant”
for a summer program. These funds were provided to the coalition to give them a sense that they
were “doing something” while working through the community-based prevention marketing
process. The coalition awarded these funds to the Sarasota County Parks and Recreation
Department for a summer jump rope program during the summer of 2004. See Appendix C for
the year-one budget and budget justification for fiscal year 2004-2005.
VERB 19
Table 7. Gantt chart
Steps in CBPM Model
Oct
Nov
Dec
Jan
2003-2004 Fiscal Year
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Nov
Dec
Jan
2004-2005 Fiscal Year
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Mobilize Community
Establish Community Coalition
Community Profile
Audience Profile
Behavior Profile
Select Protective Behaviors
Select Target Audience
Enhance Community Capacity
Training in Marketing Mindset
Members Share Expertise
Formative Research
Monitor Jump Rope Program
Oct
Enhance Community Capacity
Members Share Expertise
Establish Youth Board
Formative Research
Train Community Researchers
Collect and Analyze Data
Strategy Development
Researchers Present Findings
Develop Marketing Plan
Program Development
Select Creative Team
Pretest Materials
Program Implementation
Assign Tasks and Funds
Implement Assigned Tasks
On-Going Tracking and Evaluation
Staff Evaluates and Monitors
Coalition Makes Revisions
Policy Assessment
The policy assessment includes an appraisal of both the policy of the organization
implementing the program as well as the policy of the community within which the organization
operates. Indeed the overall mission of the Sarasota County Coalition for Obesity Prevention is
consistent with the intervention program. However, the community members have expressed a
desire to proceed more rapidly than is usually feasible for a thoroughly-researched and welldesigned intervention program. Additionally, it was felt by members of the coalition that if they
were to seek additional funding elsewhere, they would have to be able to show evidence of their
accomplishments to the funding agency. It was with these factors in mind that the FPRC
VERB 20
directed the coalition toward the existing VERB campaign and the intervention developed by the
Lexington coalition. The hopes were that the pilot program would provide the community with a
sense of accomplishment that would sustain them while data was continually collected and
analyzed for possible future interventions.
The primary policy barrier within the community has been one voiced both implicitly and
explicitly by the Sarasota County School District. The school district has expressed their
concern that any intervention program involving the schools might present a hardship for school
staff who are already overworked. The overarching concern has been with the statewide aptitude
test – the “FCAT.” Teachers and school administrators are so concerned that their students do
well on the FCAT that anything that interferes with academics (including a physical fitness
program) would not be welcomed by many school officials. Representatives from the school
district sit on the coalition, in part because of their concern with obesity among youth, but also
because of their concern that, without their presence, the coalition might create an intervention
that involves the schools. Fortunately, the VERB Summer Scorecard program is being piloted
during the summer in the community--but outside of the school system--and has the full support
of those school district representatives who sit on the coalition.
VERB 21
PHASE 5: IMPLEMENTATION
The Sarasota VERB Summer Scorecard pilot program is in the beginning stages of
implementation. The coalition members continue to actively recruit business partners who will
provide incentives for youth to participate in physical activity via reduced-cost or free programs.
A website (www.sarasotaverb.com) is being developed based largely on the Lexington’s website,
but also from input from the youth advisory board. The local radio network and cable provider
have been contacted to arrange for media coverage of the program. Vendors are being contacted
to provide food and beverages for the larger events. An event coordinator was hired in April of
2005 to provide temporary assistance with recruiting partners, obtaining prize give-aways, and
arranging media coverage, among other essential services.
During the first week of April, “VERB Anytour” pulled into Sarasota County with a
brightly designed VERB pick-up truck pulling a similarly-designed trailer full of fun activities
for tweens. They set up at three YMCA locations in the county to promote VERB and provide
fun, cool opportunities for kids to be active. Anytour was staffed with three recent college
graduates with a cool appearance who directed the youth in fun and creative activities, giving
ideas for how to have fun with or without any sports equipment. These events were staged with
hip-hop music playing over loud speakers and the young coordinators spouting off directions
over wireless microphones in the popular headset style seen being worn by pop-stars on stage.
These events were promoted and covered by the local television station and newspapers.
In addition, plans for several local kick-off events are underway. The Parks and
Recreation Department will be kicking-off the Summer Scorecard with a Kids Beach Run on
Siesta Key. The South County Family YMCA will be offering a mega-pool party as a kick-off
event. The youth board is working on plans to provide a special mid-summer event. A
VERB 22
subcommittee has formed to plan the final event, which will be a lively, fun-filled occasion with
music and opportunities to complete the scorecard, participate in sports clinics, receive prizes for
completing the scorecard, and more. All of these programs are being designed based upon data
collected from middle school students who told us where they like to go to participate in physical
activity and what kind of kick-off and grand-finale events they would like to participate in. The
grand finale has been scheduled for August 13, 2005, and will be held at Twin Lakes Park in
Sarasota.
However, the grand-finale will not be the end of the intervention, but rather just the
beginning. The Lexington coalition has evaluated their 2004 Summer Scorecard program, made
some revisions, and is doing it again this summer (C. Bryant, personal communication, March
2005). The Sarasota coalition will evaluate its program and make their own judgment on how to
proceed.
VERB 23
PHASE 6: PROCESS EVALUATION
The process evaluation will set out to determine how well the VERB Summer Scorecard
was implemented and will consist of both a quantitative and qualitative component. The
quantitative component will seek the answers to the following questions:
ƒ
How many scorecards were distributed at each location?
ƒ
How many stamps were given out?
ƒ
How many organizations were recruited?
ƒ
How many hits were there on the website?
ƒ
How many youth registered on the website?
ƒ
How many youth participated in kick-off events?
ƒ
How many youth participated in the Grand Finale?
ƒ
What was the average age of the youth who indicated age on the completed scorecard or
website registration?
ƒ
What was the average grade of the youth who indicated grade on the completed scorecard
or website registration?
The qualitative component will seek answers to these questions:
ƒ
Which organizations were recruited?
ƒ
How could the process have been made easier . . .
o For businesses?
o For schools?
o For coalition members?
o For youth?
o For parents?
VERB 24
PHASE 7: IMPACT EVALUATION
The impact evaluation will be designed to determine if the behavioral objectives set in
Phase 2 have been met and will consist purely of a quantitative component. The impact
evaluation will attempt to answer the following questions:
ƒ
Did the level of moderate physical activity among middle school students increase, and
by how much?
ƒ
Did the level of vigorous physical activity among middle school students increase, and by
how much?
ƒ
Did the level of moderate physical activity among high school students increase, and by
how much?
ƒ
Did the level of vigorous physical activity among high school students increase, and by
how much?
ƒ
Did the level of participation in physical education among high school students increase,
and by how much?
Baseline data are those obtained from the Sarasota County 2003 Middle School YRBS
and 2004 High School YRBS. Follow-up data will be from the 2005 Middle School YRBS and
2006 High School YRBS.
VERB 25
PHASE 8: OUTCOME EVALUATION
The outcome evaluation will be designed to determine if the health objective set in Phase
2 was met. It will also be purely quantitative and will seek answers to the following questions:
ƒ
Did the level of ‘at risk for overweight’ and ‘overweight’ among middle school students
decrease, and by how much?
ƒ
Did the level of ‘at risk for overweight’ and ‘overweight’ among high school students
decrease, and by how much?
Baseline data are those obtained from the Sarasota County 2003 Middle School YRBS
and 2004 High School YRBS. Because it generally takes longer to see changes in outcome
objectives, follow-up data will be not only from the 2005 Middle School YRBS and 2006 High
School YRBS, but also from the 2007 Middle School YRBS and 2008 High School YRBS.
VERB 26
CONCLUSION
Although the Sarasota County Obesity Prevention Coalition did not set out to follow the
PRECEDE-PROCEED model in designing an obesity prevention intervention, it has been useful
to summarize what they have done and insert what they might have done within the PRECEDEPROCEED framework. Specifically, the explicit setting of priorities and objectives has been
overlooked by the coalition. Having these objectives stated up front will help determine what
facets of the program should be evaluated. This paper has been shared with the principle
investigators of the FPRC who have agreed to approach the coalition and ask them to develop
some program objectives with the purpose of evaluation in mind.
VERB 27
REFERENCES
Aeffect, Inc. (2000). Review of literature to support development of the Youth media
Campaign: Exploring how to motivate behavior change among tweens in America.
Prepared for Department of Health and Human Services’ Centers for Disease Control and
Prevention. Retrieved May 24, 2004, from
www.cdc.gov/youthcampaign/research/resources.htm.
Center for Weight and Health, College of Natural Resources, University of California, Berkeley.
(2001). Pediatric overweight: A review of the literature. Retrieved September 16, 2003,
from http://www.cnr.berkeley.edu/cwh/activities/position.shtml.
Centers for Disease Control and Prevention (2003). BMI for children and teens (also referred to
as BMI for age). Retrieved October 22, 2003, from www.cdc.gov/nccdphp/dnpa/bmi/
bmi-for-age.htm.
Centers for Disease Control and Prevention. (2004a). VERB campaign overview. Retrieved
April 16, 2006, from http://www.cdc.gov/youthcampaign/overview.htm.
Centers for Disease Control and Prevention. (2004b). Press release: National campaign to get
kids physically active is working. Survey findings prove the VERB campaign is
motivating youth to get active. Retrieved April 16, 2005, from
http://www.cdc.gov/od/oc/media/pressrel/r040217.htm.
Centers for Disease Control and Prevention. (2004c). Florida 2003 Youth Risk
Behavior Survey (YRBS) Results. Retrieved May 24, 2004, from
www.cdc.gov/yrbss.
Florida Department of Health, Office of Planning, Evaluation and Data Analysis. (2004). BMI
Screening Results, Sarasota County Health Department School Health Services, Report
VERB 28
GH330L1.
Florida Prevention Research Center, University of South Florida (2005). Core Progress Report
(in progress).
Green, L.W., & Kreuter, M.W. (2005). Health program planning: An educational and
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Ogden, C.L., Flegal, K.M., Carroll, M.D., & Johnson, C.L. (2002). Prevalence and trends in
overweight among U.S. children and adolescents, 1999-2000. Journal of the American
Medical Association, 288, 1728-1732.
Polhamus, B., Dalenius, K., Thompson, D., Scanlon, K., Borland, E., Smith, B., & GrummerStrawn, L. (2003). Pediatric Nutrition Surveillance 2001 Report. Atlanta: U.S.
Department of Health and Human Services, Centers for Disease Control and Prevention.
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Sallis, J.F., Prochaska, J.J., & Taylor, W.C. (2000). A review of correlates of physical activity
of children and adolescents. Medicine and Science in Sports and Exercise, 32, 963-975.
School Board of Sarasota County and the University of South Florida (2002). Sarasota
County Middle Schools Youth Risk Behavior Survey, 2001-02 District and District by
Gender and Grade Profiles.
School Board of Sarasota County and the University of South Florida (2004a). Sarasota
County Youth Risk Behavior Survey, 2002-2003 District High School Profile
School Board of Sarasota County and the University of South Florida (2004b). Sarasota
County Middle Schools Youth Risk Behavior Survey, 2003-04 District Executive
Summary.
VERB 29
Task Force on Community Preventive Services (2002). Physical Activity Guide to Community
Preventive Services: Retrieved March 2004 from
www.thecommunityguide.org/pa/DEFAULTframe.htm.
U.S. Department of Agriculture, Food and Nutrition Service. (2003). WIC Program Participant
Characteristics, 2003. Retrieved March 2004 from www.fns.usda.gov.
U.S. Department of Health and Human Services. (2000). Healthy People 2010. Retrieved April
22, 2005, from http://www.healthypeople.gov.
VERB 30
APPENDIX A
(References for Table 3 only)
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Program: An evaluation of a high school-based student advocacy nutrition and physical
activity program. Journal of the American Dietetic Association 102(S): S103-S105.
Baranowski, T., Baranowski, J., Cullen, K.W., Marsh, T., Islam, N., Zakeri, I., Honess-Morreale,
L., & deMoor, C. (2003). Squire’s Quest! Dietary outcome evaluation of a multimedia
game. American Journal of Preventive Medicine 24: 52-61.
Baranowski, T., Baranoski, J.C., Cullen, K.W., Thompson, D.I., Nicklas, T., Zakeri, I.E., &
Rochon, J. (2003). The Fun, Food, and Fitness Project (FFFP): The Baylor GEMS pilot
study. Ethnicity & Disease 13 (suppl1): S30-39.
Beech, B.M., Klesges, R.C., Kumanyika, S.K., Murray, D.M., Klesges, L., McClanahan, B.,
Slawson, D., Nunnally, C., Rochon, J., McLain-Allen B., & Pree-Cary, J. (2003).
Ethnicity & Disease 13 (suppl1): S40-53.
Frenn, M., Malin, S., Bansal, N.K. (2003). Stage-based interventions for low-fat diet with
middle school students. Journal of Pediatric Nursing, 18: 36-45.
Caballero, B., Clay, T., Davis, S.M., Ethelbah, B., Holy Rock, B., Lohman, T., Norman, J.,
Story, M., Stone, E.J., Stephenson, L., & Stevens, J. (2003). Pathways: A school-based,
randomized controlled trial for the prevention of obesity in American Indian
schoolchildren. American Journal of Clinical Nutrition 78: 1030-1038.
Donnelly, J.E., Jacobsen, D.J., Whatley, J.E., Hill, J.O., Sswift, K.L., Cherrington, A., Polk, B.
Tran, Z.V., & Reed, G. (1996). Nutrition and physical activity program to attenuate
VERB 31
obesity and promote physical and metabolic fitness in elementary school children.
Obesity Research 4: 229-243.
Flores, R. (1995). Dance for health: Improving fitness in African American and Hispanic
adolescents. Public Health Reports 110: 189-193.
Gortmaker, S.L., Cheung, L.W.Y., Peterson, K.E., Chomitz, G., Cradle, J.H., Dart, H., Fox
M.K., Bullock, R.B., Sobol, A.M., Colditz, G., Field, A.E., & Laird, N. (1999). Impact
of a school-based interdisciplinary intervention on diet and physical activity among urban
primary school children: Eat Well and Keep Moving. Archives of Pediatrics &
Adolescent Medicine 153: 975-983.
Gortmaker, S.L., Peterson, K., Wiecha, J., Sobol, A.M., Dixit, S., Fox, M.K., & Laird, N.
(1999). Reducing obesity via a school-based interdisciplinary intervention among youth:
Planet Health. Archives of Pediatrics & Adolescent Medicine 153: 409-418.
Harrell, J.S., Gansky, S.A., McMurray, R.G., Bangdiwala, S.I., Grauman, A.C., & Bradley, C.B.
(1998). School-based interventions im prove heart health in children with multiple
cardiovascular disease risk factors. Pediatrics 102: 371-380.
Harvey-Berino, J., & Rourke, J. (2003). Obesity prevention in preschool Native-American
children: A pilot study using home visiting. Obesity Research 11: 606-611.
Holcomb, J.D., Lira, J., Kingery, P.M., Smith, D.W., Lane, D., & Goodway, J. (1998).
Evaluation of Jump Into Action: A program to reduce the risk of non-insulin dependent
diabetes mellitus in school children on the Texas-Mexico border. Journal of School
Health 68: 282-288.
Kelder, S. H., Perry, C. L., Lytle, L.A., & Klepp, K.I. (1995). Community-wide youth nutrition
education: Long-term outcomes of the Minnesota heart Health Program. Health
VERB 32
Education Research 10: 199-31.
Leslie, J., Yancy, A., McCarthy, W., Albert, S., Wert, C., Miles, O., James, J. (1999).
Development and implementation of a school-based nutrition and fitness promotion
program for ethnically diverse middle-school girls. Journal of the American Dietetic
Association 99: 967-970.
Luepker, R. V., Perry, C.L., McKinlay, S.M., Nader, P.R., Parcel, G.S., Stone, E.J., Webber,
L.S., Elder, J.P., Feldman, H.A., Johnson, C.C., Kelder, S.H., & Wu, M. (1996).
Outcomes of a field trial to improve children’s dietary patterns and physical activity: The
Child and Adolescent Trial for Cardiovascular Health (CATCH). Journal of the
American Medical Association 275: 768-776.
Neumark-Sztainer, D., Story, M., Hanna, P.J., & Rex, J. (2003). New Moves: A school-based
obesity prevention program for adolescent girls. Preventive Medicine 37: 41-51.
O’Neil, C.E., & Nicklas, T.A. (2002). Gimme 5: An innovative, school-based nutrition
intervention for high school students. Journal of The American Dietetic Association
102(S): S93-S96.
Perry, C. L., Bishop, D.B., Taylor, G., Murray, D.M., Mays, R.W., Dudovitz, B.S., Smyth, M.,
& Story, M. (1998). Changing fruit and vegetable consumption among children: The 5A-Day Power Plus program in St. Paul, Minnesota. American Journal of Public Health
88: 603-609.
Perry, C. L., Zauner, M., Oakes, J.M., Taylor, G., & Bishop, D.B. (2002). Evaluation of a
theater production about eating behavior of children. Journal of School Health 72: 256261.
Reynolds, K.D., Franklin, F.A., Binkley, D., Raczynski, J.M., Harrington, K.F., Kirk, K.A., &
VERB 33
Person, S. (2000). Increasing the fruit and vegetable consumption of fourth-graders:
Results from the High 5 Project. Preventive Medicine 30: 309-319.
Robinson, T.N. (1999). Reducing children’s television viewing to prevent obesity: A
randomized controlled trial. Journal of the American Medical Association 282: 15611567.
Sallis, J.F., McKenzie, T.L., Alcaraz, J.E., Kolody, B., Faucette, N., & Hovell, M.F. (1997). The
effects of a 2-year physical education program (SPARK) on physical activity and fitness
in elementary school students. American Journal of Public Health 87: 1328-1334.
Sallis, J.F., McKenzie, T.L., Conway, T.L., Elder, J.P., Prochaska, J.J., Brown, M., Zive, M.M.,
Marshall, S.J., & Alcaraz, J.E. (2003). Environmental interventions for eating and
physical activity: A randomized controlled trial in middle schools. American Journal of
Preventive Medicine 24: 209-217.
Stolley, M.R., Fitzgibbon, M.L., Dyer, A., Van Horn, L., KauferChristoffel, K., & Schiffer, L.
(2003). Hip-Hop to Health Jr., an obesity prevention program for minority preschool
children: baseline characteristics of participants. Preventive Medicine 36: 320-329.
Story, M., Sherwood, N.E., Himes, J.H., Davis, M., Jacobs, D. R., Cartwright, Y., Smyth, M., &
Rochon, J. An after-school obesity prevention program for African-American girls: The
Minnesota GEMS pilot study. Ethnicity & Disease 13(suppl1): S54-64.
Williams, C.L., Bollella, M.C., Strobino, B.A., Spark, A., Nicklas, T.A., Tolosi, L.B., & Pittman,
B.P. (2002). “Healthy-Start”: Outcome of an intervention to promote a heart healthy diet
in preschool children. Journal of the American College of Nutrition 21: 62-71.
VERB 34
APPENDIX B
Sarasota County Locations for Physical Activity
Name of Business
Telephone Street Address
City
St Zip
Sarasota
FL 34237
Youth Business
Votes Particip.
Bicycling
Sarasota BMX
1590 North Tuttle Avenue
X
Bowling
Amf Gulf Gate Lanes
921-4447
7221 South Tamiami Trail
Sarasota
FL 34231
Sarasota Lanes
955-7629
2250 Fruitville Road
Sarasota
FL 34237
AMF Venice Lanes
484-0666
1100 US Highway 41 Bypass S
Venice
FL 34285
Englewood Bowl
474-5265
299 South Indiana Avenue
Englewood FL 34223
Feather Canoes
355-6736
3080 North Washington Blvd
Sarasota
Midnite Pass Bike & Kayak
346-0891
1216 Old Stckney Pt Rd
Sarasota
FL 34242
Rogue Wave Rentals
349-8500
5055 Ocean Blvd
Sarasota
FL 34242
X
Canoe and Kayak
FL 34234
X
Kayak Treks
365-3892
3667 Bahia Vista Street
Sarasota
FL 34232
Myakka River Outpost Canoe Rentals
923-1120
State Road 72
Sarasota
FL 34231
Faith Foundation For Youth
366-0969
2425 17th St
Sarasota
FL 34234
Compound The
362-8335
2425 17th St
Sarasota
FL 34234
Underdog
331-1330
412 South Washington Blvd
Sarasota
FL 34236
Boys and Girls Club-Roy McBean
953-9549
1790 21st St
Sarasota
FL 34234
X
X
Boys and Girls Club-Lee Wetherington
366-7940
3100 Fruitville Road
Sarasota
FL 34237
X
X
X
Clubs
Boys and Girls Club-Gene Matthews
423-4405
6851 South Biscayne Drive
North Port
FL 34287
Bath and Racquet
921-6675
2170 Robinhood Street
Sarasota
FL 34231
Girls Inc.
366-6646
201 South Tuttle
Sarasota
FL 34237
10th Street Bait Tackle & Boating
955-7288
1080 North Tamiami Trail
Sarasota
FL 34236
Aquasport
751-7851
1650 Whitfield Avenue
Sarasota
FL 34243
Cb's Saltwater Outfitters
346-2466
1249 Stickney Point Road
Sarasota
FL 34242
X
X
X
Fishing
Dancing
American Dance Sport
484-0432
417 Tamiami Trail South
Venice
FL 34285
Starz Choice Dance Academy
485-7450
348 S Seaboard Ave
Venice
FL 34285
FSUdance Sarasota
373-7812
1226 N. Tamiami Trail, Suite 201
Sarasota
FL 34236
X
Bobby Jones Golf Complex
955-8041
1000 Circus Boulevard
Sarasota
FL 34232
X
Evie's Mini Golf - Western Theme
377-2399
4735 Bee Ridge Road
Sarasota
FL 34233
X
Golf courses
VERB 35
Golf USA of Sarasota
926-2220
3570 Clark Road
Sarasota
FL 34231
Pop's Golf & Batting Center
377-4807
6800 Fruitville Road
Sarasota
FL 34240
Pro Golf Discount
925-7888
7690 Tamiami Tr S
Sarasota
FL 34231
Smuggler's Cove Adventure
351-6620
3815 North Tamiami Trail
Sarasota
FL 34234
Forest Lakes
922-1312
2401 Beneva Road
Sarasota
FL 34232
X
Rolling Green
355-7621
4501 North Tuttle
Sarasota
FL 34234
Pelican Point Golf & Country Club
496-4653
Center Road
Venice
FL 34292
X
Sarasota Golf Club
371-2431
7280 North Leewynn Drive
Sarasota
FL 34240
X
Gymnastics/Cheerleading
Sarasota All Star Cheer Gym
925-0902
Concorde Academy of Gymnastics
Funtastics
925-9895
4553 Mariotti Court 103
Sarasota
FL 34233
6508 Superior Avenue
Sarasota
FL 34231
4581 Ashton Road
Sarasota
FL 34233
X
Gyms
Gold's Gym
923-4653
3762 Bee Ridge Road
Sarasota
FL 34233
Shapes
355-6551
8344 Lockwood Ridge Road
Sarasota
FL 34243
4001 Cattleman Road
Sarasota
FL 34233
922-9622
8301 Potter Park Drive
Sarasota
FL 34238
Shapes
YMCA-Evelyn Sadlier Jones Branch
X
X
YMCA-Frank G. Berlin Sr. Branch
955-8194
1075 South Euclid Avenue
Sarasota
FL 34237
X
YMCA-Metropolitan Sarasota Family
366-6778
One South School Avenue
Sarasota
FL 34237
X
YMCA-Babe Weiller Branch
366-6778
1991 Main Street
Sarasota
FL 34236
X
YMCA-South County Family
492-9622
701 Center Road
Venice
FL 34285
X
The Sweat Shop Youth Fitness Center
343-9227
999 Cattlemen Road, Suite A
Sarasota
FL 34233
The Studio
496-9750
2203 Tamiami Trail South
Venice
FL 34293
Lifestyles Family Fitness
921-4400
8200 S Tamiami Trail
Sarasota
FL 34238
1845 34th Street
Sarasota
FL 34234
1758 Tamiami Trail,
Venice
FL 34293
The Rec
X
Martial Arts
Family Tae Kwon Do Center
496-8787
North Port Tae Kwon Do
426-7484
12715 Tamiami Trail South
North Port
FL 34287
ATA Karate Shuman's Black Belt Acad
486-0330
1045 USHighway 41 Bypass South
Venice
FL 34285
Global Martial Arts Academy
483-1801
617 Cypress Avenue
Venice
FL 34285
X
Karate for Kids
926-0355
5714 Clark Road
Sarasota
FL 34233
Suncoast Karate Dojo
923-6013
3643 Webber Street
Sarasota
FL 34232
West Coast Martial Arts Academy
922-6403
5656 Swift Road
Sarasota
FL 34231
Lee's Traditional Tae Kwon Do
923-7752
4801 South Tamiami Trail
Sarasota
FL 34231
Lakewood Ranch Taekwondo Acad
727-9966
7041 Professional Pkwy. E.
Sarasota
FL 34240
X
B & D Paint Ball
426-9862
12707 Tamiami Trail South
North Port
FL 34287
X
Firestorm Paintball
921-1818
5900 South Tamiami Trl
Sarasota
FL 34231
Strategic Command Paintball
359-8819
1771 Myrtle Street
Sarasota
FL 34234
Firestorm Nokomis
484-1600
Lee Road
Venice
FL 34292
488-3896
101 West Venice Avenue
Venice
FL 34285
X
Paintball
Skating/Skate Boarding
V -Town Surf & Skate
VERB 36
Stardust Skate Center
371-5928
5139 Island Date Street
Sarasota
FL 34232
X
Stardust
365-6888
2571 12th Street
Sarasota
FL 34237
X
JP Igloo
723-3663
5309 29th Street East
Ellenton
FL 34222
X
North Port Skate Park
North Port Blvd
North Port
FL 34287
X
Payne Park
2050 Adams Lane
Sarasota
FL 34236
X
Crosstown Skate Park
2425 17th Street
Sarasota
FL 34236
Tennis
String King
488-7983
530 USHighway 41 Bypass South
Venice
FL 34285
Courtside Tennis Club
485-2000
512 North Auburn Road
Venice
FL 34292
Outer Image
921-6675
2170 Robinhood Street
Sarasota
FL 34231
Boomerang Tennis-N-Sport Shop
383-1104
645 Cedars Court
Sarasota
FL 34231
Colonial Oaks Park
316-1330
5300 Colonial Oaks Blvd.
Sarasota
FL 34237
X
The Oaks Tennis & Swim Club
966-3605
317 Macewen Drive
Osprey
FL 33559
X
497-5985
2357 Tamiami Trail South Unit 9
Venice
FL 34293
Watersports
Scuba Quest
Splash Sun Fun
488-6568
120 USHighway 41 Bypass South
Venice
FL 34285
Swim City
922-4545
1960 Stickney Point Rd
Sarasota
FL 34231
Economy Tackle/Dolphin Dive Center
924-2785
6018 South Tamiami Trail
Sarasota
FL 34231
X
Ocean Pro Dive Shop Inc
924-3483
2259 Bee Ridge Rd
Sarasota
FL 34239
X
Island Style Wind & Watersports
954-1009
2433 North Tamiami Trail
Sarasota
FL 34234
X
Wellfield
861-9830
1300 Ridgewood
Venice
FL 34292
X
Myakka River State Park
361-6511
13207 SR 72
Sarasota
FL 34241
X
Gillespie Park
316-1172
710 North Osprey Avenue
Sarasota
FL 34236
X
Arlington Park
316-1346
2650 Waldemere Street
Sarasota
FL 34237
X
Redskin Field
953-6560
2801 12th Street
Sarasota
FL 34234
X
8918 Midnight Pass Road
Siesta Key
FL 34242
X
Parks/Beaches/Playing Fields
Turtle Beach
Sun Devils Field (Twin Lakes Park)
Payne Park
954-4884
South Lido Beach
E.A. Smith Field
6700 Clark Road
Sarasota
FL 34241
X
2050 Adams Lane
Sarasota
FL 34236
X
190 Taft Drive
Sarasota
FL 34236
X
1090 North Euclid Avenue
Sarasota
FL 34237
X
George Mullen Center
426-8331
4956 City Center Blvd.
North Port
FL 34286
X
Blackburn Point Park
316-1227
800 Blackburn Road
Sarasota
FL 34242
X
Newtown Estates
316-1161
2800 Newtown Blvd.
Sarasota
FL 34243
X
Potter Park
316-1172
8587 Potter Park Drive
Sarasota
FL 34237
X
Siesta Beach
346-3207
948 Beach Road
Sarasota
FL 34242
X
Oscar Scherer State Park
650-4680
1843 South Tamiami Trail
Osprey
FL 34229
X
475-2008
3609 South McCall Road
Englewood FL 34224
X
Other
Pelican Pete's Playland Inc.
VERB 37
APPENDIX C
Principal Investigator/Program Director (Last, First, Middle):
PERSONNEL (Applicant organization only)
ROLE ON
PROJECT
NAME
TYPE
APPT.
(months)
Principal
Investigator
Marketing
Coord.
Events
Coord
TBD
Sarasota County Health Department
%
EFFORT
ON
PROJ.
FROM
THROUGH
09/30/04
09/29/05
DOLLAR AMOUNT REQUESTED (omit cents)
INST.
BASE
SALARY
SALARY
REQUESTED
FRINGE
BENEFITS
TOTAL
6
5.0
100,000
0
0
0
4
50.0
30,000
0
0
0
4
50.0
25,000
0
0
0
0
0
0
SUBTOTALS
CONSULTANT COSTS
see continuation page
7,000
EQUIPMENT (Itemize)
SUPPLIES (Itemize by category)
TRAVEL
see continuation page
PATIENT CARE COSTS
924
INPATIENT
OUTPATIENT
ALTERATIONS AND RENOVATIONS (Itemize by category)
OTHER EXPENSES (Itemize by category)
see continuation page
22,640
CONSORTIUM/CONTRACTUAL COSTS
SUBTOTAL DIRECT COSTS FOR INITIAL BUDGET PERIOD (Item 7a, Face Page)
CONSORTIUM/CONTRACTUAL COSTS
TOTAL DIRECT COSTS FOR INITIAL BUDGET PERIOD
SBIR/STTR Only: FEE REQUESTED
PHS 398 (Rev. 09/04)
30,564
DIRECT COSTS
$
4,585
FACILITIES AND ADMINISTRATIVE COSTS
$
35,148
VERB 38
BUDGET CONTINUATION PAGE
CONSULTANT:
Graphic Artist
Trainer for Youth Researcher Training Sessions
Summer Scorecard Spokesperson
TRAVEL:
Travel for Community Board Member to attend a scientific meeting
Mileage Sarasota -- Tampa (5 trips x 130 miles x $0.29)
Vicinity Mileage (30 miles x 50 trips x $0.29)
OTHER EXPENSES:
Data collection expenses
Printing and duplication of VERB and Summer Scorecard products
Stipends for community researchers (12 people x $8/hour x 50 hours)
Incentives for focus group participants
Convening focus groups
Training sessions for youth researchers
Project website
Media buys to disseminate project messages (tv and/or radio and/or billboards and/or
newspaper)
Prizes for Summer Scorecard Finale
Supplies to assist in distribution of Summer Scorecard
5000
1500
500
300
189
435
503
5994
4800
3800
1000
250
300
5593
200
200
VERB 39
Budget Justification
SUBCONTRACT TO THE SARASOTA COUNTY HEALTH DEPARTMENT FOR SARASOTA
COUNTY YOUTH OBESITY PREVENTION PROJECT
___ is with Sarasota County Health Department. ___ serves as Principal Investigator of the
Sarasota County Youth Obesity Prevention Project and devotes 5% of his effort in kind to
overseeing the management of the Sarasota County Health Department Subcontract.
___ serves as the Marketing Coordinator for the Sarasota Pilot Project. ___ is responsible for
working with the Center project staff and the Sarasota community to implement and evaluate
the CBPM process in Sarasota County. ___ is also responsible for assisting with sustainability
efforts of the Sarasota Youth Alcohol and Tobacco Prevention Pilot Project in Sarasota County
by procuring additional funds and using CBPM to facilitate the process with other community
driven projects (i.e., obesity prevention). ___ will devote 25% of her effort for four months in
kind (base salary $58,000).
TBD Events Coordinator will coordinate the Summer Scorecard Event for the Sarasota County
community. He/she will devote 50% effort for four months to this project (base salary $30,000)
in kind.
Graphic Artist—Funds are requested to hire a Graphic Artist to work with the Coalition to
develop project materials. We estimate that this would cost $250 a day for a total of 20 days.
Trainer for Youth Research Training Sessions—Funds are requested to hire a trainer to lead
the youth research training sessions. We estimate that this will cost $250 a day for a total of 5
days.
Summer Scorecard Spokesperson- Funds are requested to hire a spokesperson for the
Summer Scorecard program. This person will play a role in the Summer Scorecard Finale and
other project activities. We estimate this will cost $200 a day for 2.5 days.
Travel for Coalition Member to attend a scientific meeting: Funds are requested to send
one member of the Coalition to a scientific meeting; approximate cost of $300 will cover per
diem and mileage reimbursement.
VERB 40
Mileage: funds are requested for staff to travel (1) between Tampa and Sarasota at an
estimated total of five trips at 130 miles per roundtrip; and (2) in the Sarasota vicinity (50 trips at
30 miles roundtrip) to meet with Summer Scorecard Partners and check on distribution of
Summer Scorecards.
Data Collection Expenses: Funds are requested to purchase paper, flip charts, writing utensils
and other materials necessary to collect qualitative and quantitative data.
Printing and Duplication of VERBTM and Summer Scorecard products: Funds are
requested to print and reproduce project materials including the Summer Scorecard and related
VERBTM materials.
Stipends for Community Researchers: Teens will be trained to lead focus groups and we
request funds to pay them for the time they invest in the project. Estimated cost is $4,800.
Incentives for Focus Group Participants: Incentives are estimated for approximately 104
youth focus group participants at $15/participant and 56 parent focus group participants at
$40/participant. Gathering qualitative data from these groups will help us identify the assets,
deficits, and concerns of the community.
Convening focus groups: Funds are requested to help recruit focus group participants at a
rate of $6.25 per participant.
Training sessions for youth researchers: We request funds to support the training sessions
the youth researchers will attend to learn how to conduct focus groups. Estimated cost is $250
and includes binders, coping services, paper, pens and other related materials.
Project website: We request funds for licensing and hosting a project website to be used in
disseminating information pertinent to the target population. Estimated cost is $300.
Media buys- Funds are requested to pay for media buys that will support the VERBTM and
Summer Scorecard messages. These may include buys in print, radio, tv and/or billboards.
VERB 41
Prizes for Summer Scorecard Finale- Funds are requested to purchase a giveaway for the
participants who attend the finale that is in line with the projects theme.
Supplies to assist in distribution of Summer Scorecard- Funds are requested to cover the
cost of displaying the Summer Scorecard as well as training the partners in the program. Such
supplies include plastic display containers for the cards, folders of informational material on the
project for the partners who will be distributing the cards.
Indirect costs for this contract are calculated at 15% of the total direct costs.