Global Summit on the Physical Activity of Children - Toronto 2014 -------------------------------- Lise Gauvin François Lagarde! Marilie Laferté! Nicoleta Cutumisu! Ariane Bélanger-Gravel! Frédéric Therrien

1. The WIXX multimedia communication
campaign : Branding physical activity
among tweens in Québec
Lise Gauvin!
François Lagarde!
Marilie Laferté!
Nicoleta Cutumisu!
Ariane Bélanger-Gravel!
Frédéric Therrien
Global Summit on the Physical Activity of Children - 2014

2. QUEBEC CONTEXT
• Population: 8 million (2nd largest province)!
• 377,000 tweens!
• 600,000 parents!
• Mainly French-speaking (80%)!
• Major cities!
• Montréal!
• Québec!
!

3. QUEBEC EN FORME
• A partnership between the Québec government and 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 !

4. 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

5. WIXX
• VERB like campaign!
‣ Adaptation for Quebec context!
‣ Internet and social media!
• One element of Québec en Forme’s
comprehensive approach!
• A 4-year (2012-2016) multimedia
communication campaign aimed at
branding physical activity among
tweens !

6. 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
CAMPAIGN’S OBJECTIVES

7. LOGIC MODEL

8. • 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
EVALUATION FRAMEWORK
*http://www.operationwixx.ca/a-propos-de-wixx/cadre-d-evaluation/

9. THE WIXX CAMPAIGN

10. COMPONENTS
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

11. ILLUSTRATION OF COMPONENTS
1-855-POP-WIXX
NATIONAL WEB
LOCAL

12. WHAT’S WIXX?
=
• A brand!
• A state of mind

15. Gamification is the use of game thinking and
game mechanics in non-game contexts to
engage users
TWEENS
150,000

16. Parents ask for quick tips to connect with
their kids and new ideas to get physically
active!
!
The best content at the right moment
PARENTS
100,000

17. PARTNERS
To get involved in the WIXX campaign’s
program
• General information!
• Blog!
• Press release!
• Ads!
• Tools
COMPONENTS

18. PARTNERS
To create activities
• Product!
• Inscription form

19. SOCIAL MEDIA
CONTEST
15,000 fans

20. SOCIAL MEDIA
CROWDSOURCING
Crowdsourcing is the practice of
obtaining needed services,
ideas, or content by soliciting
contributions from a large group
of people, and especially from
an online community, rather than
from traditional employees or
suppliers.

21. LOCAL EVENTS
Offered by!
1.Schools, community centers!
2.Cities’s recreation department!
3.Local groups of Québec en Forme!
!
Supported by WIXX!
1. Promotional items & tool kit!
2. Celebrities!
3. Loyalty program!

22. EARLY RESULTS &
FINDINGS

23. IMPACT EVALUATION: STUDY DESIGN
Baseline 2012
2013
2014
2015
2016
Repeated annual cross-sectional telephone surveys:!
~ 1000 parent-child dyads!
Impact on PA &
sedentary
behaviours
REACH!
&!
Impact on PA beliefs

24. SHORT TERM IMPACT OF WIXX ON PA BELIEFS (2013) - GIRLS*
Even if too hot/cold
Even if tried
Even if too busy
Spend time with friends
Make new friends
Fun
0 45 90 135 180
83,5
40,7
46,9
61,2
29,7
76,1
82,1
34,4
42,7
52,9
28,6
67,7
Not exposed Exposed to WIXX
*Similar results were obtained when conducting propensity score matching analysis!
OR=1.6 95%CI: 1.0, 2.5*
OR=1.6 95%CI: 1.0, 2.5†
OR=1.4 95%CI: 1.0, 2.1†
Recall: 41%

25. SHORT TERM IMPACT OF WIXX ON PA BELIEFS (2013) - BOYS*
Even if too hot/cold
Even if tried
Even if too busy
Spend time with friends
Make new friends
Fun
0 40 80 120 160
80,1
36,6
57,5
56,5
33,3
74,7
79,3
41,8
47,1
48,1
35,3
76,8
Not exposed Exposed to WIXX
OR=1.8 95%CI: 1.2, 2.7**
Recall: 38%
*Similar results were obtained when conducting propensity score matching analysis!

26. Meeting PA recommendation
Try new PA
0 25 50 75 100
51,1
49,5
35,8
48,7
Not exposed Exposed to WIXX
Meeting PA recommendation
Try new PA
0 22,5 45 67,5 90
46,4
42,6
41,6
35,8
Not exposed Exposed to WIXX
OR=2.0 95%CI: 1.3, 3.0**!
Among girls Among boys
SHORT TERM IMPACT ON PHYSICAL ACTIVITY (2013)

27. FUTURE DIRECTIONS
Partners’ key role: !
provide access to the product using settings
(adapted from Bretthauer-Mueller et al., 2008)!
Pan-québécois and local partners !
Access
Pan-québécois partners:!
Awareness

28. FUTURE DIRECTIONS: PARTNERS’ ROLE
Sub-goal of the evaluation: role of
partner location in influencing the
campaign outcomes!
Data: online platform stakeholders’
boutique n=305 entries !
(March 2013 - January 2014)!
• Recreation!
• Camp!
• Community centre!
• Health centre!
• Municipalities!
• Private home!
• School

29. DIFFERENCE IN ACTIVITY UPTAKE BY SETTING ACROSS REGIONS
Abitibi-Témiscamingue
Bas-Saint-Laurent
Capitale-Nationale
Centre-du-Québec
Chaudière-Appalaches
Côte-Nord
Estrie
Gaspésie-iles de la Madeleine
Lanaudière
Laurentides
Laval
Mauricie
Montérégie
Montréal
Nord-du-Québec
Outaouais
Saguenay - Lac-Saint-Jean
0 10 20 30 40

30. DISTRIBUTION OF SETTING ACROSS LEVELS OF
MATERIAL AND SOCIAL DEPRIVATION
0
10
20
30
40
Q1 Q2 Q3 Q4 Q5
Material deprivation Social deprivation
Q1 = lowest deprivation!
Q5 = highest deprivation!

31. Socio-economic
environment
Campaign outcomes
Pan-québécois and local partners: !
Access
NEXT STEPS
Local context: built environment
Focus: role of the!
!
• local partners!
• built environment !
!
on the campaign outcomes
Physical
environment

32. THANK YOU
Lise Gauvin!
François Lagarde!
Marilie Laferté!
Nicoleta Cutumisu!
Ariane Bélanger-Gravel!
Frédéric Therrien