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This Wellspring article looks at the WIXX multimedia communication campaign to support and maintain active living and healthy eating among Québec youth, which is based on the successful American VERB™ campaign. The campaign's objectives are to:

  • Increase knowledge, attitudes, and self-efficacy, as well as promoting favourable social norms toward physical activity
  • Increase support from parents and other persons of influence
  • Publicize opportunities for physical activity through mass media advertising and community-based activities
  • Increase physical activity among tweens

This article looks at how the campaign was developed, core components, examples, and lessons learned and conclusions.

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