SAM Magazine--McLean, Va., July 27, 2004--SnowSports Industries America (SIA) has joined the VERB campaign, a program of the Centers for Disease Control and Prevention (CDC) focused on motivating kids ages 9 to 13 to get more physically active.

VERB is a comprehensive, multicultural campaign that reaches out via kid-cool advertising, promotion and event marketing, in-school programming, public relations, Internet marketing and high-profile sports and entertainment celebrities. It is said that the program has touched 17 million kids and parents to date and that VERB-aware kids are a third more active than the unaware.

SIA participation will make snow sports an official activity of the VERB campaign during December and January and will utilize athletes and brands from the snow sports industry to activate kids to play outside this winter.