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In 2005, a 12-week health promotion campaign in Québec utilized a multimedia communications strategy in which a website was used to supply information and to serve as an accompaniment to support individual engagement with the campaign. The "Défi Santé 5/30" or "5/30 Health Challenge" was intended to reinforce behaviours related to healthy eating and the regular practice of physical activity. This communications strategy offered the public the ability to personally engage in a "health challenge" by fixing objectives to attain over the course of the campaign.

[Complex management of partnerships during a health promotion campaign].

This article discusses an analysis of partnerships in the context of health promotion. The 5/30 Health Challenge, or "Défi Santé 5/30", is a campaign to promote healthy eating habits in Quebec. The authors employ this as a case study in order to 1) describe the actors and the nature of their involvement during the campaign's development, design and dissemination; 2) illustrate the interaction of these actors during the conceptualization and rollout of the campaign; 3) propose a paradigm that supports the identification of factors that contribute to or impede partner relationships.

[Messages about physical activity and nutrition offered by Quebec mass media?].

As social elements of our environment, mass media are regarded as determinants of individual and population beliefs, social norms and habits. Since it is recognized that they influence population health, this study aims to obtain a better portrait of Quebec media content regarding physical activity and nutrition messages on a public health level. First, we analyzed the content of fictional television shows (n = 1 3) and advertisements broadcast during those shows (n = 68).

A model of mechanisms underlying the influence of media on health behaviour norms.

Media-based interventions are common in health promotion, yet their conceptual underpinnings tend to be based on a simple linear model of direct influence on individuals' health behaviour. Recent studies have suggested that the processes through which media influence health behaviours are actually far more complex. This paper presents a conceptual model of how the medias influence the emergence and maintenance of the social norms that can contribute to shaping health behaviours.

[Media treatment of messages on weight loss products by the Association for Public Health of Quebec and its reception].

Background: The results of a study on weight loss products and services were released during a press conference organized by the Association pour la santé publique du Québec (ASPQ). The media widely covered this press conference. The purpose of this article is to answer the question: "How are messages emitted by public health institutions transmitted by the media and received by the population?"

Method: The transcripts of the press conference, the press release as well as 43 documents from the print and broadcast media were evaluated according to a press analysis method.