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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