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WIXX

Québec multimedia campaign (2012-2016) branding physical activity for children aged 9-13 as fun, with TV, web and school and community activities. It was modeled in part on CDC's VERB.

Years
2012–2016
Country
Canada
Topic
Physical activity
Asks people to
Start
Strategy
Peer crowdSocial norms
Channel
EventsSchoolTVWebsite
Audience
Youth
Children 9-13 in Québec.

Evidence

Quasi-experimentalMixed

Repeated cross-sectional surveys (Bélanger-Gravel 2017, 2019): the campaign reached 80% of children. Exposed children held some more positive beliefs and were more likely to have tried new activities (OR 1.4-1.5), but overall physical activity did not change.

Sponsor (who paid)

  • Québec en Forme NGO, funder and creator

Credits (who made it)

Not recorded yet.

Related campaigns

Sources

  1. Bélanger-Gravel A et al. Short-Term Impact of a Multimedia Communication Campaign on Children's Physical Activity Beliefs and Behavior. J Health Commun 2017;22(1):1-9 evaluation · 2017 · DOI 10.1080/10810730.2016.1245802 · PMID 27997308
  2. Bélanger-Gravel A et al. The Overall Awareness and Impact of the WIXX Multimedia Communication Campaign, 2012-2016. J Phys Act Health 2019;16(5):318-324 evaluation · 2019 · DOI 10.1123/jpah.2018-0203 · PMID 30975021
  3. Bélanger-Gravel A et al. On successfully avoiding communication inequalities and instilling positive impacts: The experience of the 2012-2016 WIXX campaign in Québec. Prev Med Rep 2021;24:101582 evaluation · 2021 · DOI 10.1016/j.pmedr.2021.101582 · PMID 34976643
  4. Bélanger-Gravel A et al. Correlates of Initial Recall of a Multimedia Communication Campaign to Promote Physical Activity among Tweens: the WIXX Campaign. Health Commun 2017 evaluation · 2017 · DOI 10.1080/10410236.2015.1099508 · PMID 27177271

Research notes

Created 2026-10-22 by literature mining (PubMed/OpenAlex); evidence level, outcome and findings are paraphrased from the evaluation abstracts, full texts not read. No credits: no page naming an agency was checked. Sponsor and VERB inspiration from secondary memory; confirm. Evaluation sources added 2026-10-22 (citation snowballing / helpline pass): Bélanger-Gravel 2017; evidence level and outcome unchanged.

Record cases/qc-wixx.json, updated 2026-10-22· Link to this campaign