M361

What M361 does

M361 is a Quebec-based non-profit social strategy organization (organisme à but non lucratif) founded in 2004 and headquartered in Trois-Rivières, with 11-50 employees and a mission to shift social norms around physical activity, healthy eating, mental health, outdoor education, and community well-being. The organization combines three pillars — mobilization, social marketing, and social innovation — into integrated behavior-change campaigns, delivered through a portfolio of sub-branded digital platforms and programs: the 100° community health platform, the Vifa Magazine webzine for parents, the Apprendre microlearning platform, the Le pointeur tool for municipal actors, and campaigns including WIXX (youth physical activity), ACTIZ/Formule ACTIZ (workplace physical activity for SMEs), and La Lancée (advancement of girls and women in sport). Its core technology is a set of regionally segmented digital properties reaching ~1.6 million people directly and ~80,000 newsletter subscribers, supported by 850+ food ambassadors and 200+ 100° ambassadors across all 17 Quebec regions.

M361's business model is government-grant-driven rather than commercial: it receives funding from Quebec ministries (MAPAQ, MSSS, MEQ, SAJ) and redistributes portions to community initiatives through open project calls, while also producing campaigns, content, and platforms at no cost to end beneficiaries (schools, municipalities, community organizations, families). In FY2024-2025, M361 redistributed $6.4M CAD to the community, reached approximately 55,000 people through funded initiatives, and rallied 1,350 partners. The organization tracks a leverage effect of $2.30–$2.50 per dollar invested, reports $550M CAD cumulatively directed to youth over 20+ years, and cites a $1 invested = $5 saved on healthcare framing for the Quebec government. Distribution is primarily through direct ministerial relationships, open project calls, owned digital platforms, ambassador networks, and events; there is no commercial pricing, no public API, and no traditional SaaS revenue line.

Name

M361

Legal name

M361

Website

https://m361.ca

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

M361 is a Quebec non-profit social strategy organization that designs and deploys behavior-change campaigns and digital platforms — including 100°, Vifa, Apprendre, WIXX, and ACTIZ — for government ministries, schools, municipalities, and community groups to shift social norms around health and well-being.

Ownership category

akta.pro rank

Product category

Social Strategy and Public Health Marketing Services

NAICS

Civic and Social Organizations (81341), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300)

akta.pro primary industry

Health Promotion, Prevention & Community Health Programs (BPAIAJAC)

akta.pro secondary industries

Community Health, Prevention & Health Education (BPAGACAC), Democracy, Voting Rights & Civic Participation Advocacy (BPAGAFAJ), Digital Development & ICT4D / GovTech Technical Assistance (BPADAEAL), Youth Leadership, Oratory & Civic Speaking Programs (EDAMAOAH)

Keywords

• Social change strategies
• Behavioral change campaigns
• Community mobilization services
• Social marketing consulting
• Public health promotion

Headquarters

HQ city

Trois-rivières

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Government Grants and Fundraising: M361 is a nonprofit organization (organisme à but non lucratif) that operates primarily through government grants, public funding, and partnerships. The organization redistributes funds to community initiatives on behalf of government departments (e.g., MAPAQ, MSSS, MEQ). Funding is used to design and deploy social strategies aimed at changing behaviors and social norms across Quebec.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

M361 is a non-profit social strategy organization that designs and deploys integrated social change strategies combining mobilization, social marketing, and social innovation to influence behavioral and social norms in Quebec. The organization operates multiple digital platforms (100°, Apprendre, Vifa Magazine, Le pointeur), runs societal campaigns (WIXX, ACTIZ, La Lanc\u00e9e, Cardio Mental Tonique), and redistributes government funding to community projects in areas such as physical activity, healthy eating, mental health, and outdoor education.

Product overview

M361 is a social strategy organization (OBNL) with over 20 years of experience creating behavioral change strategies. Rather than a unified software product, M361 operates a portfolio of social initiatives focused on health promotion and social norm transformation. The core offering combines three pillars: mobilization, social marketing, and social innovation. Key products include 100° (a health community platform with content, ambassadors, and funding), Apprendre (a microlearning platform), WIXX (youth physical activity campaign), Vifa Magazine (parent-focused online magazine), ACTIZ/Formule ACTIZ (workplace physical activity programs), La Lancée (female advancement in sports), and various food education initiatives. The organization redistributes funding (6.4 M$ in 2024-2025) to community projects and has reached 1.6 million direct stakeholders. All offerings are service-based rather than software-as-a-product, centered on creating measurable social impact in Quebec communities.

Differentiator

Problem solved

Functional benefit

Brands

• 100°: A community platform for healthier communities, providing resources, funding, and networking for actors working on human and environmental health.
• Vifa Magazine
• WIXX
• ACTIZ
• La Lancée
• Apprendre
• Collectif TIR-SHV

Products and services

• 100° A community platform creating 100° for healthier communities, providing high-quality content, a network of 200+ ambassadors, networking events, workshops, and funding opportunities for local health initiatives. Serves as a hub for change actors working to improve community health in Quebec.
• Apprendre Microlearning Platform An interactive online microlearning platform offering courses, webinars, and downloadable practical tools for community health actors to develop skills and knowledge for project implementation, co-created with Quebec experts.
• WIXX Campaign A societal communication campaign promoting active leisure and active transportation for youth aged 5-13, featuring brand identity, mobile app, social media, tools, and ambassador programs. Achieved 80% brand awareness among Quebec youth.
• Vifa Magazine An online family magazine serving as a family life ally, providing tips and advice on physical activity, healthy eating, and parenting concerns for Quebec parents. Reaches 2 million page views annually and 1.3 million parents.
• ACTIZ A workplace physical activity strategy that inspires, informs, and equips businesses to plan and implement measures promoting regular physical activity as a driver of growth and quality of life at work.
• Formule ACTIZ A six-week collaborative workshop program helping Quebec SMEs implement sustainable workplace physical activity measures while stimulating business growth. Reached 40 SMEs across 12 administrative regions with 2,600 employees engaged.
• La Lancée A mobilization initiative promoting female advancement in sport, outdoor activities, and physical activity in Quebec, aiming to transform social norms and increase female participation and leadership through ecosystem mobilization.
• Le pointeur A web-based assistant tool guiding municipal actors to place citizen quality of life at the heart of their decisions, offering 900 concrete actions, 45 strategies, and 170 evidence-based arguments for population health.
• Outdoor Education Online Courses and Webinars Online courses and webinars developed to support primary and secondary schools in acquiring outdoor education knowledge, featuring 4 courses, 4 webinars, and 3 practical tools for school staff and educators.
• Food Education Initiatives A series of funding calls and food education projects connecting youth with the agri-food world, supporting 394 projects across 17 Quebec regions reaching 115,000 people (85,000 youth and 30,000 surrounding adults) with 850 ambassadors.
• Indigenous Youth Leadership Program A funding initiative supporting 8 Indigenous youth-led projects representing 11 Nations, redistributing $350,000 to advance sustainable development, leadership, cultural transmission, and territory protection across Quebec, reaching over 1,000 youth.
• Cardio Mental Tonique Wow A mental health campaign encouraging young women to adopt physically active lifestyles through pleasure-focused messaging on mental health benefits, co-created with Cossette and the Quebec government. Reached 69% of women 18-24 with messaging that motivated physical activity adoption.

Quantifiable outcome

• 69% of women 18-24 exposed to the Cardio Mental Tonique Wow 2 campaign reported feeling motivated to adopt a physically active lifestyle
• +5 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Ministère de l'Agriculture, des Pêcheries et de l'Alimentation du Québec (MAPAQ)coreStrategic or Co-development Partner · 1 January 2018MAPAQ has partnered with M361 since 2018 to fund food education and local food purchasing initiatives across Quebec. Over $3.3M was invested through 6 project funding calls, supporting 394 projects and reaching 115,000 people. M361 handles project selection, fund redistribution, and mobilization strategy.
• Institut de tourisme et d'hôtellerie du Québec (ITHQ)coreStrategic or Co-development PartnerITHQ provided ideation support for food education projects in schools, helping develop recipes and culinary approaches tailored to institutional settings.
• ÉquiterrecoreStrategic or Co-development PartnerÉquiterre provided ongoing support during the implantation of food education projects in schools as part of the 100° strategy.
• Aliments du Québec au menucoreStrategic or Co-development PartnerAliments du Québec au menu provides recognition and endorsement for schools and projects that meet local food purchasing targets.
• Fondation OlominorStrategic or Co-development PartnerFoundation supporting nutrition projects for families and young children, collaborating on food education initiatives.
• CossettecoreStrategic or Co-development PartnerCossette collaborated with M361 on the Cardio Mental Tonique Wow 2 campaign targeting young women's mental health and physical activity, which won 5 Idéa awards.
• Institut de développement durable des Premières Nations du Québec et du Labrador (IDDPNQL)coreStrategic or Co-development PartnerIDDPNQL partnered with M361 and SAJ on the Indigenous youth leadership funding initiative, providing training, mentorship, and support for youth-led sustainable development projects across 11 Nations.
• Réseau Jeunesse des Premières Nations Québec-Labrador (RJPNQL)coreStrategic or Co-development PartnerRJPNQL collaborated on the Indigenous youth leadership funding initiative, supporting youth leadership, community engagement, and cultural connection.
• Halo Trois-RivièresminorStrategic or Co-development PartnerHalo Trois-Rivières contributed to the Formule ACTIZ workshops as a mentor and collaborator in the SME workplace physical activity program.
• Tremplin SantéminorStrategic or Co-development PartnerPartner in food education and healthy eating initiatives for youth, contributing to the ecosystem of support around school-based food programs.
• Équilibre (Programme Bien dans sa tête, bien dans sa peau)minorStrategic or Co-development PartnerÉquilibre implements the 'Bien dans sa tête, bien dans sa peau' program in schools and collaborated with M361 on school-based initiative implantation guidance.
• Fondation Monique-Fitz-BackminorStrategic or Co-development PartnerFoundation collaborating on outdoor education online courses and webinars for schools, supporting the development of pedagogical materials.
• Collectif TIR-SHV (Tables intersectorielles régionales en saines habitudes de vie)coreStrategic or Co-development PartnerM361 supported the rebranding of the TIR-SHV network into the Collectif TIR-SHV, creating a shared identity, website, and communication tools for the 17 regional tables working on healthy lifestyle promotion across Quebec.
• Bernard Lavallée (Le nutritionniste urbain)minorStrategic or Co-development PartnerCo-hosted the virtual event 'Nourrir l'avenir' on food education impact, bringing visibility to food education projects and M361's 100° initiative.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ParticipACTION: Canada-wide nonprofit promoting physical activity and sedentary-behavior reduction among Canadians, with national reach and government/ corporate partnerships — comparable to M361's WIXX and ACTIZ verticals but operating at a national scale with broader brand awareness.

Direct peers

• Fondation Olo: Quebec foundation focused on perinatal nutrition and early childhood food literacy for vulnerable families — comparable to M361's food-education vertical in target population (young families) and Quebec-only delivery; already an M361 partner.
• Équiterre: Quebec-based environmental and social organization driving citizen mobilization and behavior change on sustainable food and transport — directly comparable to M361's community mobilization methodology and food-education mandate; Équiterre is already an M361 partner on school food projects.
• Alliance santé Québec: Quebec coalition mobilizing stakeholders around population health and well-being — comparable to M361's Collectif TIR-SHV network-building work and community-mobilization methodology at a provincial scale.
• Conseil québécois du loisir: Quebec umbrella organization supporting the recreation and leisure sector across the province — comparable to M361's outdoor-education and active-living programming at a sector-association level.
• La Tablée des Chefs: Quebec nonprofit addressing food insecurity and culinary education through school-based programs and chef-driven mobilization — comparable to M361's food-education mandate; La Tablée des Chefs' DG sits on M361's board, evidencing direct overlap.
• Vélo Québec: Quebec nonprofit promoting cycling and active transportation through advocacy, events (e.g., Tour de l'île), and education — comparable to M361's active-transportation and outdoor-education programming in both audience and Quebec-only focus.
• Fondation Lucie et André Chagnon: Major Quebec-based philanthropic foundation focused on preventing poverty through investments in education, youth, and community health — directly comparable to M361 in mandate scope, Quebec-only geography, and backbone-funder model.

Regional players

• Réseau québécois de l'action communautaire autonome: Quebec network representing autonomous community action organizations delivering social services across the province — comparable to M361 in mobilizing Quebec community organizations but with an advocacy and sector-representation rather than behavior-change mandate.

Others

• Cossette: Major Canadian communications and marketing agency that co-produced the award-winning Cardio Mental Tonique Wow 2 campaign with M361 — comparable as a creative-services counterpart enabling M361's social-marketing campaigns.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCb9cXfvmaeNGRiGMkRg6ndw/featured
• Facebookfacebook.com/M361moteurimpactsocial
• LinkedInlinkedin.com/company/m361/about
• Xx.com/m361__

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about M361