SnowSports Industries America (SIA) and the US Department of Health and Human Services’ Center for Disease Control and Prevention have inked a new partnership to promote snow sports among kids aged 9-13 through the powerful national VERB™ campaign.

VERB is a comprehensive, multicultural campaign integrating: advertising, promotion & event marketing, in-school programming, public relations, Internet marketing, corporate partner alliances and high-profile sports/entertainment industry celebrity spokespersons focused on motivating kids to get more physically active in a “kid-cool” way.

VERB boasts a 79% brand recognition level among the 9-13 year-old kid demographic and has quickly become a powerful tool to change perception and behavior. With its “For Kids, By Kids” approach, VERB’s appeal to kids is working. Kids aware of the VERB campaign are 34% more active than unaware kids. VERB has touched more than 17 million kids and parents to date.

Through this new partnership, snow sports will become an official activity of the VERB campaign during the months of December and January. The VERB campaign will utilize athletes and brands from the snow sports industry to activate kids to play outside this winter.

“Forging this new partnership with VERB is integral to the industry’s overall plan to increase participation and awareness of winter sports among children,” said Scott Mellin, director of marketing for SIA. “Our alliance with VERB will enable us to communicate our message into a much larger marketplace while educating and entertaining this kid demographic at the same time.”

The snow sports industry will greatly benefit from VERB’s multi-million dollar marketing campaign and partnerships with Nickelodeon, Sports Illustrated for Kids and numerous corporate and association partners.

SIA’s snowlinkjr.com site and the CDC’s VERB campaign already share a similar focus and approach to activate kids – use of athletes and brands to demonstrate ease of entry and the fun of sports. Through shared concepts, creative and resources, this partnership will create a dynamic communication platform.