Objectives The purpose of this study was to investigate the effects of 36 weeks’ exercise promotion for Macao Junior School students on exercise behavior, self-efficacy and physical fitness. Methodology A two-group (intervention and control) pre-post design was used. 118 students from 2 classes of 7th grade in a secondary school, were recruited and randomly assigned as intervention group (N=60) and control group (N=58). The intervention, which included logging on exercise consultations website, emails, SMS and exercise consultation tips, consisted of 36 weekly exercise consultations of recommending more exercise and having an active living approach to life after school. Control group had similar conditions of study and PE classes. Physical fitness parameters, exercise behavior, exercise self-efficacy, and exercise outcomeexpectations were examined at pre-, mid- and post-intervention. Results After 36 weeks’ exercise promotion, main effects of time were found in height, weight, grip strength, sit-ups and push-ups while no significant effects of intervention and interaction in all fitness parameters, exercise behavior, self-efficacy, and exercise outcome-expectation. Conclusion No expected results were found in all selected parameters. Paying IV more attention to use more reasonable, colourful and acceptable means is good for promoting physical activity. It suggests there is a long way to go to promote exercise behavior, self-efficacy, and exercise outcome-expectation, and then to enhance physical fitness in Macao junior school students. Key words: Exercise promotion, Exercise behavior, Self-efficacy, Physical fitness