The WIXX multimedia communication campaign : Branding physical activity among tweens in Québec

The WIXX multimedia communication campaign : Branding physical activity among tweens in QuébecLise Gauvin!François Lagarde!Marilie Laferté!Nicoleta Cutumisu!Ariane Bélanger-Gravel!Frédéric Therrien

Global Summit on the Physical Activity of Children - 2014

QUEBEC CONTEXT • Population: 8 million (2nd largest province)!

• 377,000 tweens!• 600,000 parents!

• Mainly French-speaking (80%)!• Major cities!

• Montréal!• Québec!

!

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 !

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

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 !

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

LOGIC MODEL

• 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/

THE WIXX CAMPAIGN

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

ILLUSTRATION OF COMPONENTS

1-855-POP-WIXX

NATIONAL WEB

LOCAL

WHAT’S WIXX?

=

• A brand!

• A state of mind

Gamification is the use of game thinking and game mechanics in non-game contexts to engage users

TWEENS

150,000

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

PARTNERSTo get involved in the WIXX campaign’s program

• General information!• Blog!• Press release!• Ads!• Tools

COMPONENTS

PARTNERSTo create activities

• Product!• Inscription form

SOCIAL MEDIA

CONTEST

15,000 fans

SOCIAL MEDIACROWDSOURCING

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.

LOCAL EVENTSOffered 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!

EARLY RESULTS & FINDINGS

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

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%

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!

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)

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

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

DIFFERENCE IN ACTIVITY UPTAKE BY SETTING ACROSS REGIONSAbitibi-Témiscamingue

Bas-Saint-LaurentCapitale-NationaleCentre-du-Québec

Chaudière-AppalachesCôte-Nord

EstrieGaspésie-iles de la Madeleine

LanaudièreLaurentides

LavalMauricie

MontérégieMontréal

Nord-du-QuébecOutaouais

Saguenay - Lac-Saint-Jean

0 10 20 30 40

DISTRIBUTION OF SETTING ACROSS LEVELS OF MATERIAL AND SOCIAL DEPRIVATION

0

10

20

30

40

Q1 Q2 Q3 Q4 Q5

Material deprivation Social deprivationQ1 = lowest deprivation!Q5 = highest deprivation!

Socio-economic environment

Campaign outcomes

Pan-québécois and local partners: !Access

NEXT STEPSLocal context: built environment

Focus: role of the! !• local partners!• built environment !

!

on the campaign outcomes

Physical environment

THANK YOULise Gauvin!François Lagarde!Marilie Laferté!Nicoleta Cutumisu!Ariane Bélanger-Gravel!Frédéric Therrien