As part of its strategy, Québec en Forme supports promotion and
communication efforts, integrating different levels of actors
(national, regional and local) wherever possible. As in all of
its strategies, Québec en Forme promotes the use of evidence-based
interventions that have significant and lasting effects. To
this end, and following a needs assessment, the Board of
Directors of Québec en Forme decided, in December 2011, to
undertake a multimedia campaign to encourage physically active
lifestyles (active leisure, physical education and activity at
school, active transportation) among tweens. The four-year
(2012-2016) campaign should be launched in the summer of
Communications campaigns have been identified as a priority
strategy in the
government's action plan to promote healthy lifestyles and prevent
problems for 2006-2012. The strategy gained support from a
committee of the Société de gestion du Fonds pour la promotion
des saines habitudes de vie (SGFSHV, 2008-2009) and, more
recently in December 2010, from the Table de
concertation nationale en promotion et en prévention (Ministry
of Health and Social Services and the Public Health
Communications campaigns assert social norms and encourage
people to act (orientation 3 of the Québec en Forme Fund's
2011-2014 Plan - in French only).
Such campaigns are effective when linked with
other strategies and they target youth directly in a way
that complements the activities of local leaders.
(frequency and duration) is essential to their effectiveness.
WIXX is a social campaign promoting active pastimes and
commuting among children aged 9 to 13. Its aim is to prevent the
significant drop in physical activity that occurs around age 13 or
Being a WIXX means seizing every opportunity to enjoy physical
activity. For a WIXX kid, moving means having fun.
WIXX is a made-up word with no fixed definition. Preteens will
simply associate it with a cool initiative. WIXX is an attitude, a
way of life, an idea - WIXX is a movement!
WIXX is an initiative of Québec en Forme, an organization
supported by the Gouvernement du Québec and the Lucie and André
Website for tweens: WIXX.CA
Website for parents of tweens: WIXXMAG.CA
Website for partners: OPÉRATIONWIXX.CA
More about WIXX: