title: Short-Term Impact of a Multimedia Communication Campaign on Children's Physical Activity Beliefs and Behavior.
abstract: To examine the short-term impact of the WIXX multimedia communication campaign on children's physical activity (PA) beliefs and behaviors, 3 repeated cross-sectional telephone surveys were conducted before, 9 months after, and 21 months after the launch of the campaign. A random-digit dialing procedure was used to recruit children ages 9 to 13 years. Children's PA beliefs, behaviors, and recall of the WIXX ads were self-reported. Logistic regression models showed that girls exposed to the WIXX ads were more likely to believe that PA would help to make new friends (odds ratio [OR] = 1.4, 95% confidence interval [CI] [1.0, 1.9]) and that they can be active even if too busy (OR = 1.4, 95% CI [1.0, 1.8]) compared to girls not exposed. Boys exposed were more likely to believe that PA would help to spend time with friends (OR = 1.4, 95% CI [1.1, 1.9]). Boys (OR = 1.5, 95% CI [1.1, 2.0.]) and girls (OR = 1.4, 95% CI [1.1, 1.8]) exposed were more likely to report having tried new PAs. No significant impact of the campaign was observed on overall PA after we controlled for confounders. Recall of the WIXX ads was associated with a significant, albeit modest, impact on some PA beliefs and intermediate PA behaviors.
authors.affiliation: a Department of Information and Communication , Laval University , Québec City , Québec , Canada.|b Research Center of the Institut universitaire de cardiologie et de pneumologie de Québec , Québec City , Québec , Canada.
authors.forename: Ariane
authors.initials: A
authors.lastname: Bélanger-Gravel
authors.affiliation: c INRS-Institut Armand Frappier , Laval , Québec , Canada.
authors.forename: Nicoleta
authors.initials: N
authors.lastname: Cutumisu
authors.affiliation: d Fondation Lucie et André Chagnon , Montréal , Québec , Canada.
authors.forename: François
authors.initials: F
authors.lastname: Lagarde
authors.affiliation: e Québec en Forme , Trois-Rivières , Québec , Canada.
authors.forename: Marilie
authors.initials: M
authors.lastname: Laferté
authors.affiliation: f Research Center of the Centre Hospitalier de l'Université de Montréal , Montréal , Québec , Canada.|g Department of Social and Preventive Medicine, School of Public Health , Université de Montréal , Montréal , Québec , Canada.
authors.forename: Lise
authors.initials: L
authors.lastname: Gauvin
mesh_terms: D000293:Adolescent; D000329:Advertising; D002648:Child; D003430:Cross-Sectional Studies; D015444:Exercise / Q000523:psychology*; D005260:Female; D005500:Follow-Up Studies; D058015:Health Communication; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008297:Male; D011939:Mental Recall; D019212:Multimedia; D015397:Program Evaluation; D011792:Quebec; D012959:Socioeconomic Factors; D011795:Surveys and Questionnaires