MONTRÉAL, Oct. 14, 2014 /CNW Telbec/ - WIXX, the social campaign from Québec en Forme aimed at promoting an active lifestyle among 9-to-13-year-olds, is launching Ton moment de gloire on October 14. This is a fun-based initiative designed to encourage young people to be more active, while having them "star" in WIXX videos broadcast on television.
Focusing more on pleasure than on competition, the Ton moment de gloire initiative invites young people to share their unique way of being active, alone or in groups, via video. All the videos will be shared on the WIXX.ca site specially designed for this purpose. Some of the videos will then be broadcast on TV in advertisement form, bringing these young people's moments of glory alive.
How to get involved? Nothing could be simpler! In a video less than a minute long, young people have to show their "WIXX way," for example by creating an original movement or a novel way of using a game or object. They can be alone or accompanied by friends or family members – there are no rules! The video must then be shared (with parental approval) on the WIXX.ca site, where everyone can watch it. The deadline for submitting a video is December 1, 2014. Click here for an example.
The best videos will be edited and used for the next WIXX publicity campaign, in addition to being broadcast on TV in ad form.
"The idea of going on TV and becoming a 'star' is an attractive incentive for 9-to-13-year-olds," says WIXX campaign director Marilie Laferté. "The aim of Ton moment de gloire is not just to urge young people to adopt an active lifestyle, starting at an early age, but also to encourage their friends to do the same thing and to create a collective movement."
The Ton moment de gloire initiative will be backed by a tour of schools in eight Québec regions. The tour is set for October and will be led by Pascal Morrissette, popular host of the TV show Vrak Attak. It will help promote the initiative and encourage young people to take part while demonstrating a range of ideas that can inspire young people in making their own videos.
The initiative will also be backed by a WIXX advertising campaign disseminated on various platforms.
Created by Québec en Forme, WIXX is a large-scale societal communications initiative aimed at encouraging pre-teens to be more active by promoting recreation and active transportation among 9-to-13-year-olds. It seeks to prevent a significant decline in physical activity around age 13 or 14 by, specifically:
- increasing knowledge and improving attitudes among Québec's 377,000 pre-teens regarding adoption of a physically active lifestyle;
- increasing support for the 600,000 parents and other people of influence so they can encourage pre-teens to adopt a physically active lifestyle;
- spreading word of opportunities for physical activity available to pre-teens;
- increasing and maintaining the proportion of pre-teens who are physically active on a regular basis.
ABOUT QUÉBEC EN FORME
Québec en Forme, created through a partnership between the Québec government and the Fondation Lucie et André Chagnon, guides and supports engaged communities and organizations across Québec that promote projects to establish all the conditions needed to make it fun and easy for young people, especially those from disadvantaged backgrounds, to become more active and make healthier eating choices every day. For more information, please go to: quebecenforme.org.
For further information: Media contact: Valérie Gonzalo, communications - relations publiques, Tel 514.626.6976, Fax 514.626.6858, [email protected]