WIXX : Description

Title: Evaluation of the outcomes of the 2012-2016 WIXX multimedia communication campaign to promote physically active lifestyles among preteens in Québec
Project Description

Kino Québec's position statement on physical activity, sport and youth indicates that young people's physical fitness has deteriorated in Québec. This is of concern because young people now present risks factors that make them more likely to develop cardiovascular diseases, overweight, obesity and other chronic diseases when they reach adulthood. Preadolescence is a pivotal period of time to pursue or keep up a physically active lifestyle. It is well known that physical activity during childhood and adolescence helps prevent overweight, obesity and various chronic diseases, and is linked to school success. However, the health benefits that result from a physically active lifestyle during childhood and adolescence can disappear if physical activity is interrupted.
In keeping with The Toronto Charter for Physical Activity: A Global Call for Action, Québec en Forme advocates social communication and promotion by integrating multi-level interventions (provincial, regional and local). To this end, the WIXX multimedia communication campaign to promote physical activity among 9- to 13-year-old preteens targets local communities so that different projects converge to create economic, sociocultural, physical and political environments that foster healthy lifestyle habits among young Quebecers. Creating such environments requires the participation of decision makers from youths' various environments— family, daycare, municipal, community, school, business and media.
It is from this perspective, and following identification of needs, that Québec en Forme's board of directors adopted the project on a multimedia campaign aiming to promote physically active lifestyles (active leisure activities, physical education and activities at school, and active transportation) among Quebec preadolescents.

WIXX Campaign Components
·         Promote a new brand through communication activities that advocate for physically active lifestyles


  • Three different online platforms (Web and social media) aimed at preadolescents, parents and partner organizations
  • Partnerships with provincial organizations, regional committees on healthy lifestyle habits, and local groups supported by Québec en Forme
  • Public relations and events
  • Promotional kits and tools

An evaluation of the WIXX multimedia communications campaign is currently underway and is based on a logical model. Lise Gauvin's research team is carrying out the evaluation. The campaign is evaluated using recurrent population surveys: collection of baseline data in spring 2012 (before the campaign was launched in September of that year) and four annual population surveys, up to 2016.
The research team developed the following questions  to evaluate the WIXX campaign:



  • Did the campaign reach a significant proportion of the target population—preadolescents and parents?
  • Is the campaign associated with changes in attitudes, social norms and behaviours among the population?

The project design is based on cross-sectional surveys repeated yearly. For the evaluation, data are collected from two types of populations: preadolescents and their parents, and the general adult population. Participant recruitment is based on a probability sample that allows for population-based inferences:
1.     Surveys of about 1000 parent–preteen dyads, repeated annually from 2012 to 2016, to evaluate recognition of the WIXX campaign, knowledge and beliefs related to physical activity, and levels of physical activity and sedentariness
2.     Surveys of about 1000 adults from the general population, repeated annually, to evaluate recognition of the campaign, beliefs regarding children's physical activity and social norms related to young people's physically active lifestyles
Results of the evaluation of the WIXX multimedia communications campaign will be presented in scientific articles and presentations, as well as through knowledge sharing and utilization activities.
Québec en Forme