wixx : branding physical activity to tweens in quebec

World Social Marketing ConferenceToronto, April 22, 2013

BRANDING PHYSICAL ACTIVITYTO TWEENS IN QUEBECMarilie LafertéFrançois LagardeFrédéric TherrienEric MylesLise Gauvin

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World Social Marketing ConferenceToronto, April 22, 2013 3


OUTLINE• Québec en Forme• WIXX: -like campaign• Campaign components

✓ Adaptation for Quebec context✓ Internet and social media

• Early results and findings

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

✓ 377,000 tweens• Mainly French-speaking (80%)• Major cities

✓ Montreal✓ Quebec City

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QUEBEC EN FORMEA partnership between the Quebec government and the 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

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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

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One element of its comprehensive approach:A 4-year (2012-2016) multimedia communication campaign aimed at branding physical activity among tweens

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• Review of literature• Verb – Interviews with Wong, Bretthauer-Mueller, Huhman• Secondary, qualitative and quantitative research• Social media study and issues (Suggs)

FORMATIVE STEPS

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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.

OBJECTIVES

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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 partnerships4. Public relations5. Events6. Promotional items and kits

COMPONENTS launched September 2012

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Tweens

Partners

Parentswixx.ca

Advertising

Celebrities

Events

Promotional items

operationwixx.ca

Programs

Advertising

wmag.ca

Social mediaSponsorship

Promotion

Public relations

Opportunitiesto move

ECOSYSTEM

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ILLUSTRATION OF COMPONENTS

1-855-POP-WIXX

National Web

Local

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PARTNERS


WEBSITES

PARENTS

TWEENS

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SCHOOL IN MOTION

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LOGIC MODEL

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EVALUATION FRAMEWORK

• 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

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EARLY RESULTS AND 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)

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EARLY RESULTS AND FINDINGS• Parents

‣ Web site and Facebook ✔ ‣ Want to know who we are, what WIXX is ‣ More publicity/advertising needed – role of

spokespersons • Local partners

‣ Immediate response (tools and opportunities) ‣ More work needed to link the campaign to supportive

environments

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THANK YOU !Marilie Laferté, [email protected]

François Lagarde, [email protected]édéric Therrien, [email protected]

Éric Myles, [email protected] Gauvin, [email protected]

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wixx : branding physical activity to tweens in quebec

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