1. Correlates of Initial Recall of a Multimedia Communication Campaign to Promote Physical Activity among Tweens: the WIXX Campaign
- Author
-
François Lagarde, Ariane Bélanger-Gravel, Lise Gauvin, Nicoleta Cutumisu, and Marilie Laferté
- Subjects
Male ,Canada ,Health Knowledge, Attitudes, Practice ,Health (social science) ,Adolescent ,Cross-sectional study ,Population ,Health Promotion ,computer.software_genre ,Logistic regression ,03 medical and health sciences ,Sex Factors ,0302 clinical medicine ,Humans ,Mass Media ,030212 general & internal medicine ,Child ,education ,Exercise ,Sedentary lifestyle ,Self-efficacy ,education.field_of_study ,Multimedia ,Recall ,Communication ,Age Factors ,030229 sport sciences ,Odds ratio ,Self Efficacy ,Random digit dialing ,Cross-Sectional Studies ,Logistic Models ,Socioeconomic Factors ,Mental Recall ,Female ,Sedentary Behavior ,Psychology ,computer - 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.
- Published
- 2016