LAUSR

BACKGROUND The Canadian 24-Hour Movement Guidelines for Children and Youth ("Guidelines") not only pioneered the notion of an integrated movement continuum from sleep to vigorous-intensity physical activity but also introduced a new branded Guideline visual identity. OBJECTIVES This study evaluated youths' (N = 46) attention to and thoughts about the Guidelines and the brand. DESIGN A cross-sectional between-participants randomized intervention design was used. SAMPLE Canadian youth between 10 and 17 years of age comprised the study sample. INTERVENTIONS Participants were randomly assigned to view either branded Guidelines (n = 26) or unbranded Guidelines (n = 20). Youths' eye-movements (e.g., dwell time, fixation count) were recorded during Guideline viewing. Participants completed a follow-up survey assessing brand perceptions and Guideline cognitions. RESULTS The branded Guidelines neither drew greater overall attention nor led to more positive brand perceptions or Guideline cognitions compared to the unbranded Guidelines. CONCLUSIONS Exploratory analyses provide valuable, yet preliminary insight into how branding and Guideline content may shape how Guidelines are perceived and acted upon. These findings inform an agenda for future health education resources.