On successfully avoiding communication inequalities and instilling positive impacts: The experience of the 2012-2016 WIXX campaign in Québec.

Communication campaigns can contribute to promoting physical activity (PA) among children. However, health inequalities can ensue from this type of public health intervention. Using a pre-test posttest design, we examined the effects of social disadvantage on the large-scale WIXX communication campaign and whether or not social disadvantage moderated WIXX's impact on PA.

The Overall Awareness and Impact of the WIXX Multimedia Communication Campaign, 2012-2016.

: Evidence regarding the impact of physical activity (PA) communication campaigns among children is scarce. This study was aimed at examining the reach of the WIXX campaign and its impact on children's PA beliefs and behaviors. : This study adopted a pre-posttest design.

A theory of planned behaviour perspective on practitioners' beliefs toward the integration of the WIXX communication campaign messages and activities into daily practice.

Objectives: To favour the dissemination and the implementation of the WIXX multimedia communication campaign, the aim of this study was to examine practitioners' beliefs towards the integration of the WIXX campaign activities into daily practice.

Study Design: An exploratory qualitative study.

Methods: Overall, 58 community-based practitioners completed an online questionnaire based on the theory of planned behaviour guidelines pertaining to perceived advantages/disadvantages and perceived barriers/facilitators toward the campaign.

Short-Term Impact of a Multimedia Communication Campaign on Children's Physical Activity Beliefs and Behavior.

To examine the short-term impact of the WIXX multimedia communication campaign on children's physical activity (PA) beliefs and behaviors, 3 repeated cross-sectional telephone surveys were conducted before, 9 months after, and 21 months after the launch of the campaign. A random-digit dialing procedure was used to recruit children ages 9 to 13 years. Children's PA beliefs, behaviors, and recall of the WIXX ads were self-reported.

Correlates of Initial Recall of a Multimedia Communication Campaign to Promote Physical Activity among Tweens: the WIXX Campaign.

This study examined factors associated with children's and parents' recall of a communication campaign aimed at promoting children's physical activity. A cross-sectional population-based telephone survey was conducted among 1001 children and their parents. Respondents were recruited through a random digit dialing procedure.