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Fitkids aims to promote child-oriented drug counseling. This study evaluates its implementation by focusing on child-oriented counseling at the organizational and employee level in 15 newly recruited (before and after implementation) and 10 pilot centers (4–5 years after implementation). Associations of readiness for change facets with outcomes of successful implementation were investigated. Four out of five organizational-level outcomes changed after implementation, were higher in pilot sites, and were associated with readiness for change facets (e.g., willingness to change, change fatigue, activity latitude). Fitkids has the potential to promote child-oriented counseling. Addressing organization's readiness for change helps to tailor its implementation. [ABSTRACT FROM AUTHOR]