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.
About the presenter:
After holding various positions in a number of health promotion organizations, François Lagarde worked for ParticipACTION (a national health and physical activity promotion agency) from 1984 to 1991 where he served as vice-president and manager of media campaigns. Since 1991, he has been a social marketing consultant for over 165 organizations, contributing to the design of numerous social and behavioural change initiatives. In his capacity as a trainer, he has delivered over 240 workshops and conferences in Canada and twelve other countries. He recently joined the Lucie and André Chagnon Foundation, Canada's largest private foundation dedicated to the prevention of poverty with a focus on the educational success of young Quebecers. As Vice-President, Communications, he is responsible for orienting, managing and ensuring the synergy of all communication strategies used by the Foundation in connection with its philanthropic investments. He is an adjunct professor in the Faculty of Medicine at the University of Montreal and associate editor of Social Marketing Quarterly.