World Social Marketing ConferenceToronto, April 22, 2013BRANDINGPHYSICAL ACTIVITYTO TWEENS IN QUEBECMarilie LafertéFrançoi...
World Social Marketing ConferenceToronto, April 22, 20133
World Social Marketing ConferenceToronto, April 22, 2013OUTLINE• Québec en Forme• WIXX: -like campaign• Campaign component...
World Social Marketing ConferenceToronto, April 22, 2013QUEBEC• Population: 8 million (2nd largest province)✓ 377,000 twee...
World Social Marketing ConferenceToronto, April 22, 2013QUEBEC EN FORMEA partnership between the Quebec government and the...
World Social Marketing ConferenceToronto, April 22, 2013QUEBEC EN FORME✓ 155 Local Partnership Groups✓ 23 Aboriginal Commu...
World Social Marketing ConferenceToronto, April 22, 2013One element of its comprehensive approach:A 4-year (2012-2016) mul...
World Social Marketing ConferenceToronto, April 22, 2013• Review of literature• Verb – Interviews with Wong, Bretthauer-Mu...
World Social Marketing ConferenceToronto, April 22, 20131. To increase knowledge and improve attitudes amongQuebec’s 377,0...
World Social Marketing ConferenceToronto, April 22, 20131. Branding (advertising and communications campaign)• Moving = fu...
World Social Marketing ConferenceToronto, April 22, 2013TweensPartnersParentswixx.caAdvertisingCelebritiesEventsPromotiona...
World Social Marketing ConferenceToronto, April 22, 2013ILLUSTRATION OF COMPONENTS1-855-POP-WIXXNational WebLocal13
PARTNERSWorld Social Marketing ConferenceToronto, April 22, 2013WEBSITESPARENTSTWEENS14
World Social Marketing ConferenceToronto, April 22, 2013SCHOOL IN MOTION15
World Social Marketing ConferenceToronto, April 22, 2013LOGIC MODEL16
World Social Marketing ConferenceToronto, April 22, 2013EVALUATION FRAMEWORK• Extensive, recurring annual surveys of paren...
World Social Marketing ConferenceToronto, April 22, 2013EARLY RESULTSAND FINDINGS• Tweens‣ High early awareness (54%) and ...
World Social Marketing ConferenceToronto, April 22, 2013EARLY RESULTSAND FINDINGS• Parents‣ Web site and Facebook ✔‣ Want ...
World Social Marketing ConferenceToronto, April 22, 201320
World Social Marketing ConferenceToronto, April 22, 2013THANK YOU !Marilie Laferté, mlaferte@quebecenforme.orgFrançois Lag...
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WIXX : branding physical activity to tweens in Quebec

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WIXX : branding physical activity to tweens in Quebec

  1. 1. World Social Marketing ConferenceToronto, April 22, 2013BRANDINGPHYSICAL ACTIVITYTO TWEENS IN QUEBECMarilie LafertéFrançois LagardeFrédéric TherrienEric MylesLise Gauvin2
  2. 2. World Social Marketing ConferenceToronto, April 22, 20133
  3. 3. World Social Marketing ConferenceToronto, April 22, 2013OUTLINE• Québec en Forme• WIXX: -like campaign• Campaign components✓ Adaptation for Quebec context✓ Internet and social media• Early results and findings4
  4. 4. World Social Marketing ConferenceToronto, April 22, 2013QUEBEC• Population: 8 million (2nd largest province)✓ 377,000 tweens• Mainly French-speaking (80%)• Major cities✓ Montreal✓ Quebec City5
  5. 5. World Social Marketing ConferenceToronto, April 22, 2013QUEBEC EN FORMEA partnership between the Quebec government and theLucie and André Chagnon Foundation.To mobilize people from all of Quebecs society to favourand maintain active living and healthy eating, essential tothe full development of young Quebecers✓ Mobilizing communities✓ Creating supportive environments✓ Transforming social norms6
  6. 6. World Social Marketing ConferenceToronto, April 22, 2013QUEBEC 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 projects7
  7. 7. World Social Marketing ConferenceToronto, April 22, 2013One element of its comprehensive approach:A 4-year (2012-2016) multimedia communication campaignaimed at branding physical activity among tweens8
  8. 8. World Social Marketing ConferenceToronto, April 22, 2013• Review of literature• Verb – Interviews with Wong, Bretthauer-Mueller, Huhman• Secondary, qualitative and quantitative research• Social media study and issues (Suggs)FORMATIVE STEPS9
  9. 9. World Social Marketing ConferenceToronto, April 22, 20131. To increase knowledge and improve attitudes amongQuebec’s 377,000 tweens with regard to physicallyactive lifestyles;2. To increase support from parents (some 600,000)and other persons of influence to encouragetweens to adopt physically active lifestyles;3. To publicize opportunities for physical activityavailable to tweens;4. To increase and maintain the proportion of tweenswho are physically active on a regular basis.OBJECTIVES10
  10. 10. World Social Marketing ConferenceToronto, April 22, 20131. Branding (advertising and communications campaign)• Moving = fun and cool (fun, easy, popular)• Girls and boys• Parents2. Internet platform (Websites and social media)• Tweens, parents, partners3. Multi-level partnerships4. Public relations5. Events6. Promotional items and kitsCOMPONENTS launched September 201211
  11. 11. World Social Marketing ConferenceToronto, April 22, 2013TweensPartnersParentswixx.caAdvertisingCelebritiesEventsPromotionalitemsoperationwixx.caProgramsAdvertisingwmag.caSocial mediaSponsorshipPromotionPublicrelationsOpportunitiesto moveECOSYSTEM12
  12. 12. World Social Marketing ConferenceToronto, April 22, 2013ILLUSTRATION OF COMPONENTS1-855-POP-WIXXNational WebLocal13
  13. 13. PARTNERSWorld Social Marketing ConferenceToronto, April 22, 2013WEBSITESPARENTSTWEENS14
  14. 14. World Social Marketing ConferenceToronto, April 22, 2013SCHOOL IN MOTION15
  15. 15. World Social Marketing ConferenceToronto, April 22, 2013LOGIC MODEL16
  16. 16. World Social Marketing ConferenceToronto, April 22, 2013EVALUATION FRAMEWORK• Extensive, recurring annual surveys of parent-tweendyads and of the population at large (Leavy et al., 2011)✓ See Evaluation framework✓ Baseline (spring 2012)• Post-advertising wave surveys• Web and social media data17
  17. 17. World Social Marketing ConferenceToronto, April 22, 2013EARLY RESULTSAND 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)18
  18. 18. World Social Marketing ConferenceToronto, April 22, 2013EARLY RESULTSAND FINDINGS• Parents‣ Web site and Facebook ✔‣ Want to know who we are, what WIXX is‣ More publicity/advertising needed – role ofspokespersons• Local partners‣ Immediate response (tools and opportunities)‣ More work needed to link the campaign to supportiveenvironments19
  19. 19. World Social Marketing ConferenceToronto, April 22, 201320
  20. 20. World Social Marketing ConferenceToronto, April 22, 2013THANK YOU !Marilie Laferté, mlaferte@quebecenforme.orgFrançois Lagarde, lagardef@fondationchagnon.orgFrédéric Therrien, ftherrien@quebecenforme.orgÉric Myles, emyles@quebecenforme.orgLise Gauvin, lise.gauvin.2@umontreal.ca21

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