title: Correlates of Initial Recall of a Multimedia Communication Campaign to Promote Physical Activity among Tweens: the WIXX Campaign.
abstract: 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. Respondents' recall of the campaign, beliefs, sociodemographics as well as levels of physical activity and sedentary behaviors were self-reported. Logistic regression analyses were conducted for tweens and their parents separately. Girls (odds ratio [OR] = 2.1; 95%confidence interval (CI): 1.3, 3.5) were more likely to have unaided recall when compared to boys. Tweens in primary school (OR = 1.9; 95%CI: 1.0, 3.4 and OR = 2.1; 95%CI: 1.4, 3.0) and those speaking French (OR = 3.3; 95%CI: 1.4, 8.1 and OR = 2.9; 95%CI: 1.8, 4.7) were more likely to have unaided and aided recall, respectively. Among parents, tweens' unaided (OR = 12.0; 95%CI: 5.2, 28.1) and aided (OR = 3.3; 95%CI: 1.5, 7.3) recall, obesity status (OR = 2.6; 95%CI: 1.3, 5.3), and low income (OR = 5.2; 95%CI: 1.9, 14.3) were positively associated with recall. Additional beliefs were associated with tweens' and parents' recall of the campaign. The association between sex, language, and recall is in line with the branding strategy adopted and no clear evidence for communication inequalities was observed.
authors.affiliation: a Départment of Information and Communication , Laval University.
authors.forename: Ariane
authors.initials: A
authors.lastname: Bélanger-Gravel
authors.affiliation: b Research Center of the Centre hospitalier de l'Université de Montréal.|c School of Public Health, Department of Social and Preventive Medicine , Université de Montréal.
authors.forename: Nicoleta
authors.initials: N
authors.lastname: Cutumisu
authors.affiliation: b Research Center of the Centre hospitalier de l'Université de Montréal.|c School of Public Health, Department of Social and Preventive Medicine , Université de Montréal.
authors.forename: Lise
authors.initials: L
authors.lastname: Gauvin
authors.affiliation: d Fondation Lucie et André Chagnon.
authors.forename: François
authors.initials: F
authors.lastname: Lagarde
authors.affiliation: e Québec en Forme.
authors.forename: Marilie
authors.initials: M
authors.lastname: Laferté
mesh_terms: D000293:Adolescent; D000367:Age Factors; D002170:Canada; D002648:Child; D003430:Cross-Sectional Studies; D015444:Exercise / Q000523:psychology*; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D016015:Logistic Models; D008297:Male; D008402:Mass Media; D011939:Mental Recall; D057185:Sedentary Behavior; D020377:Self Efficacy; D012737:Sex Factors; D012959:Socioeconomic Factors