{"id":11765,"date":"2025-04-25T08:34:13","date_gmt":"2025-04-25T12:34:13","guid":{"rendered":"https:\/\/stationsme.ca\/ressource-personnel\/awareness-campaign-cardio-mental-tonique-wow\/"},"modified":"2026-07-06T08:33:34","modified_gmt":"2026-07-06T12:33:34","slug":"awareness-campaign-cardio-mental-tonique-wow","status":"publish","type":"member-resource","link":"https:\/\/stationsme.ca\/en\/staff-members\/tools-for-staff-members\/awareness-campaign-cardio-mental-tonique-wow\/","title":{"rendered":"Awareness campaign : Cardio Mental Tonique Wow"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The \u201c<a href=\"https:\/\/lalancee.org\/cardio-mental?fbclid=IwY2xjawJ4XEdleHRuA2FlbQIxMABicmlkETEzSEFBS3lBcmQzVFFtaXNKAR7b9deOo6erm3VdoP4GxWvwVL3f4-S8SIc1UxgHgrGTYap3wDiuX3lvRvOnzQ_aem_wkPqfPtYS3FJjEtKDaYhfA\" target=\"_blank\" rel=\"noreferrer noopener\">Cardio Mental Tonique Wow<\/a>\u201d awareness campaign, &nbsp;launched by La Lanc\u00e9e, an initiative of M361, encourages women ages 18 to 24 to adopt a physically active lifestyle every day to promote their well-being.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The main character in this campaign is Nancy Choquette, a motivated fitness instructor straight out of the 1980s. With her energy and quirky advice, Nancy is active on various platforms and uses her videos to inspire her \u201cWow\u201d (her followers) to get moving. <\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9437c248 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>You can follow her here&nbsp;:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/lalancee.org\/cardio-mental\" target=\"_blank\" rel=\"noreferrer noopener\">Website<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.instagram.com\/cardiomentaltoniquewow\/reels\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.tiktok.com\/@cardiomentaltoniquewow\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.youtube.com\/@cardiomentaltoniquewow\" target=\"_blank\" rel=\"noreferrer noopener\">Youtube<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/lalancee.org\/cardio-mental?fbclid=IwY2xjawJ4XEdleHRuA2FlbQIxMABicmlkETEzSEFBS3lBcmQzVFFtaXNKAR7b9deOo6erm3VdoP4GxWvwVL3f4-S8SIc1UxgHgrGTYap3wDiuX3lvRvOnzQ_aem_wkPqfPtYS3FJjEtKDaYhfA\" target=\"_blank\" rel=\"noreferrer noopener\">Find out more about the campaign<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"WOW \u2b50Bougez avec Nancy Choquette!\" width=\"500\" height=\"281\" data-cookieconsent=\"statistics, marketing\" data-src=\"https:\/\/www.youtube.com\/embed\/rQEa8eaoQCc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><div class=\"cookieconsent-optout-statistics cookieconsent-optout-marketing\">Please accept <a href=\"javascript:Cookiebot.renew()\">statistics, marketing<\/a> cookies to watch this video.<\/div>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns has-green-mint-background-color has-background is-layout-flex wp-container-core-columns-is-layout-9437c248 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9437c248 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"747\" src=\"https:\/\/stationsme.ca\/wp-content\/uploads\/2024\/07\/journeesSME_LOGO_RGB-1024x747.png\" alt=\"\" class=\"wp-image-9012\" srcset=\"https:\/\/stationsme.ca\/wp-content\/uploads\/2024\/07\/journeesSME_LOGO_RGB-1024x747.png 1024w, https:\/\/stationsme.ca\/wp-content\/uploads\/2024\/07\/journeesSME_LOGO_RGB-300x219.png 300w, https:\/\/stationsme.ca\/wp-content\/uploads\/2024\/07\/journeesSME_LOGO_RGB-768x561.png 768w, https:\/\/stationsme.ca\/wp-content\/uploads\/2024\/07\/journeesSME_LOGO_RGB-1536x1121.png 1536w, https:\/\/stationsme.ca\/wp-content\/uploads\/2024\/07\/journeesSME_LOGO_RGB-2048x1495.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\">In just a few days, the \u201cCardio Mental Tonique Wow\u201d campaign went viral, racking up more than 45 million views and over 500,000 interactions. As higher education institutions seek effective ways to reach the 18- to 24-year-old demographic, it is interesting to understand what accounts for Generation Z\u2019s massive engagement with this campaign. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fr\u00e9d\u00e9ric Therrien and Louis Rodrigue from M361 led a workshop as part of the <a href=\"https:\/\/event.fourwaves.com\/fr\/journeessme2026\/pages\">Journ\u00e9es SME 2026<\/a> to address this question. Here\u2019s what we took away from their social media marketing strategy.  <\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Above all, it was a structured, rigorous approach that made it possible to carry out strategic initiatives targeting the campaign\u2019s intended audience.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A <strong>literature review<\/strong> helped identify the trends, behaviors, and issues specific to Generation Z. This step helped us better understand the characteristics of this customer base, particularly its relationship with social media and authenticity.<\/li>\n\n\n\n<li><strong>Surveys <\/strong>have provided concrete insights into young people\u2019s motivations and barriers, particularly as they relate to physical activity and mental health. This data helped identify real obstacles (e.g., lack of motivation, social discomfort), which guided the campaign\u2019s messaging. <\/li>\n\n\n\n<li><strong>Focus groups<\/strong> provided a deeper understanding of young people\u2019s perceptions and preferences. This step was crucial for testing concepts and selecting an appropriate creative approach, which led to the creation of the character Nancy. <\/li>\n\n\n\n<li>A logical model was used to set objectives, guide the team throughout the campaign, and, most importantly, evaluate it.<\/li>\n\n\n\n<li>A <strong>stakeholder analysis<\/strong> identified key advocates (student organizations, influencers, institutional partners) capable of amplifying the message within the communities where Generation Z spends its time.<\/li>\n\n\n\n<li><strong>Continuous, real-time analysis<\/strong> of audience reactions (comments, shares, interactions) allowed us to adjust the content as the campaign progressed.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign\u2019s success can therefore be attributed to an effective combination of key factors: a memorable character who is both humorous and believable, a strong alignment with Gen Z\u2019s cultural norms, constant interaction with the community, and a rigorous, data-driven strategy that is continuously refined.<br><\/p>\n<\/div>\n<\/div>\n","protected":false},"featured_media":11817,"template":"","resource_category":[],"resource_member_type":[70],"class_list":["post-11765","member-resource","type-member-resource","status-publish","has-post-thumbnail","hentry","resource_member_type-examples-of-practice"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Awareness campaign : Cardio Mental Tonique Wow - Station SME<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/stationsme.ca\/en\/staff-members\/tools-for-staff-members\/awareness-campaign-cardio-mental-tonique-wow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Awareness campaign : Cardio Mental Tonique Wow - Station SME\" \/>\n<meta property=\"og:description\" content=\"The \u201cCardio Mental Tonique Wow\u201d awareness campaign, &nbsp;launched by La Lanc\u00e9e, an initiative of M361, encourages women ages 18 to 24 to adopt a physically active lifestyle every day to promote their well-being. 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