The document discusses a campaign in Quebec, Canada called WIXX that aims to brand physical activity as fun and cool for tweens (ages 9-13) through advertising, websites, partnerships, and events. The campaign objectives are to increase tweens' and parents' knowledge and support of physical activity and publicize local activity opportunities. Early results found high brand awareness among tweens but clearer calls to action are needed. Parents want more information on WIXX and its sponsors. Local partners responded well but more work is needed linking the campaign to supportive environments. Evaluation includes annual surveys to track impacts on physical activity levels.

1. World Social Marketing Conference
Toronto, April 22, 2013
BRANDING
PHYSICAL ACTIVITY
TO TWEENS IN QUEBEC
Marilie Laferté
François Lagarde
Frédéric Therrien
Eric Myles
Lise Gauvin
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OUTLINE
• Québec en Forme
• WIXX: -like campaign
• Campaign components
✓ Adaptation for Quebec context
✓ Internet and social media
• Early results and findings
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QUEBEC
• Population: 8 million (2nd largest province)
✓ 377,000 tweens
• Mainly French-speaking (80%)
• Major cities
✓ Montreal
✓ Quebec City
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QUEBEC EN FORME
A partnership between the Quebec government and the
Lucie and André Chagnon Foundation.
To mobilize people from all of Quebec's society to favour
and maintain active living and healthy eating, essential to
the full development of young Quebecers
✓ Mobilizing communities
✓ Creating supportive environments
✓ Transforming social norms
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QUEBEC EN FORME
✓ 155 Local Partnership Groups
✓ 23 Aboriginal Community Groups
✓ 17 regions in Quebec
✓ 2,007 primary and secondary schools
✓ 1,067 municipalities
✓ 3,197 local partners
✓ 28 regional projects
✓ 42 provincial projects
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One element of its comprehensive approach:
A 4-year (2012-2016) multimedia communication campaign
aimed at branding physical activity among tweens
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• Review of literature
• Verb – Interviews with Wong, Bretthauer-Mueller, Huhman
• Secondary, qualitative and quantitative research
• Social media study and issues (Suggs)
FORMATIVE STEPS
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1. To increase knowledge and improve attitudes among
Quebec’s 377,000 tweens with regard to physically
active lifestyles;
2. To increase support from parents (some 600,000)
and other persons of influence to encourage
tweens to adopt physically active lifestyles;
3. To publicize opportunities for physical activity
available to tweens;
4. To increase and maintain the proportion of tweens
who are physically active on a regular basis.
OBJECTIVES
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1. Branding (advertising and communications campaign)
• Moving = fun and cool (fun, easy, popular)
• Girls and boys
• Parents
2. Internet platform (Websites and social media)
• Tweens, parents, partners
3. Multi-level partnerships
4. Public relations
5. Events
6. Promotional items and kits
COMPONENTS launched September 2012
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Toronto, April 22, 2013
Tweens
Partners
Parentswixx.ca
Advertising
Celebrities
Events
Promotional
items
operationwixx.ca
Programs
Advertising
wmag.ca
Social mediaSponsorship
Promotion
Public
relations
Opportunities
to move
ECOSYSTEM
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Toronto, April 22, 2013
ILLUSTRATION OF COMPONENTS
1-855-POP-WIXX
National Web
Local
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13. PARTNERS
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WEBSITES
PARENTS
TWEENS
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SCHOOL IN MOTION
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LOGIC MODEL
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EVALUATION FRAMEWORK
• Extensive, recurring annual surveys of parent-tween
dyads and of the population at large (Leavy et al., 2011)
✓ See Evaluation framework
✓ Baseline (spring 2012)
• Post-advertising wave surveys
• Web and social media data
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Toronto, April 22, 2013
EARLY RESULTS
AND FINDINGS
• Tweens
‣ High early awareness (54%) and appreciation
(84%) – girls and boys, all ages (9-13)
‣ Cool factor ✔
‣ Need to make the call to action clearer/bolder
‣ Web: already 78 000 unique visitors
(6,000 registered youth)
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Toronto, April 22, 2013
EARLY RESULTS
AND FINDINGS
• Parents
‣ Web site and Facebook ✔
‣ Want to know who we are, what WIXX is
‣ More publicity/advertising needed – role of
spokespersons
• Local partners
‣ Immediate response (tools and opportunities)
‣ More work needed to link the campaign to supportive
environments
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THANK YOU !
Marilie Laferté, mlaferte@quebecenforme.org
François Lagarde, lagardef@fondationchagnon.org
Frédéric Therrien, ftherrien@quebecenforme.org
Éric Myles, emyles@quebecenforme.org
Lise Gauvin, lise.gauvin.2@umontreal.ca
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