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WIXXTM: Branding Physical Activity to Tweens in Quebec, Public Health Ontario

November 18, 2013

1:00-2:00 p.m.

Presenter: François Lagarde, Vice-President, Communications, Lucie and André Chagnon Foundation

As one element of its approach to social change, Quebec en Forme recently launched a multimedia communication campaign aimed at branding physical activity among tweens. The WIXX campaign includes branding, an internet platform, partnerships, public relations and promotion. François Lagarde will offer insights on how to use social marketing to mobilize parents of tweens and their communities, create supportive environments and transform social norms to favor and maintain active living and healthy eating in tweens. More specifically, the WIXX campaign is designed to:

  • Increase knowledge and improve attitudes among tweens with regard to physically active lifestyles;
  • Increase support from parents and other persons of influence to encourage tweens to adopt physically active lifestyles;
  • Publicize opportunities for physical activity available to tweens; and
  • Increase and maintain the proportion of tweens who are physically active on a regular basis.

For more information or to register for this webinar, visit

This webinar is part of the Social Marketing Webinar Series: Harnessing global expertise to inspire Ontario Public Health practitioners. Space is limited, register today: since we expect an overwhelming response to this unique opportunity, we encourage organizations to register just once and arrange to have staff members attend the event together.

Other distinguished speakers will present on the following topics.

Co-designing a Social Marketing Solution to Medicine Adherence
November 29th, 10:30 to 11:30 a.m.
Visit for more information or to register for this webinar.

Evaluating the Éduc’alcool Social Marketing Effort to Promote Responsible Alcohol Drinking in the Province of Quebec
December 5th, 10:30 to 11:30 a.m.
Visit for more information or to register for this webinar.

All presentations will be made available to the public on our website.