Prepared for the Employment and Social Development Canada (ESDC)
For more information on this report, please contact nc-por-rop-gd@hrsdc-rhdcc.gc.ca
This public opinion research report presents the methodology for two online surveys conducted by Ekos Research Associates Inc. on behalf of Employment and Social Development Canada (ESDC).
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Employment and Social Development Canada.
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Cette publication est aussi disponible en français sous le titre : 2023-2024 Évaluation de la campagne publicitaire Services pour les aînés : rapport méthodologique de l'OECP.
© His Majesty the King in Right of Canada, 2024
Employment and Social Development Canada (ESDC) supports the Minister of Seniors and is the Government of Canada's department responsible for developing, managing, and delivering a wide range of social programs and services for seniors. The Services for Seniors campaign was tailored to support ESDC's mission to build a stronger and more competitive Canada, as well as to support Canadians in making choices that help them live productive and rewarding lives. This campaign was a continuation of the 2018-2019, 2019-2020, 2020-2021, 2021-2022 and 2022-2023 campaigns, led by ESDC in collaboration with the Anti-Fraud Centre, Canada Revenue Agency, Competition Bureau, the Financial Consumer Agency of Canada, Health Canada, and Veteran's Affairs Canada.
The Services for Seniors advertising campaign featured the Government of Canada's programs and services that either directly or indirectly benefit seniors, including changes to Canada Pension Plan (CPP) and Old Age Security (OAS). Canadians who are 55 years of age or older and preparing for or living in retirement was the primary target audience for the campaign.
Because the advertising exceeded $1 million public opinion research is required by Treasury Board of Canada Secretariat's (TBS) Directive on the Management of Communications, using the Advertising Campaign Evaluation Tool (ACET) issued by the Communications and Consultations Secretariat of the Privy Council Office (PCO), with additional validating and benchmarking questions following the ACET instrument. Data collection to evaluate the campaign supports the Government of Canada's goal of effectively gauging Canadians' awareness and knowledge of its initiatives and determining the effectiveness of the campaign.
The research included two components:
Two bilingual, national online surveys were conducted: one as a baseline, in advance of the campaign, and one at the end of the campaign[1] to measure awareness and assess the impact of the campaign. The baseline survey included 2,028 Canadians 55 years or older and was conducted between October 10th and October 22th, 2023. The post-campaign survey included 2,054 Canadians, also 55 years or older and was conducted between December 11th and December 20th, 2023. Each survey instrument used the Advertising Campaign Evaluation Tool (ACET) issued by the Communications and Consultations Secretariat of the Privy Council Office (PCO), along with additional campaign-specific questions testing impact on perceptions and behaviour targeted through the campaign. Each sample included randomly selected respondents from all provinces and territories in Canada.
Each survey sample relied on Ekos' Probit panel, which is assembled using a random digit dial process for sampling from a blended land-line cellphone frame and provides full coverage of Canadians with telephone access. The distribution of the recruitment process is meant to mirror the actual population in Canada (as defined by Statistics Canada). As such, our more than 120,000-member panel can be considered representative of the general public in Canada (meaning that the incidence of a given target population within our panel very closely resembles the public at large) and margins of error can be applied.
Appendix A provides the details of the methodology for the baseline and post-campaign surveys. The baseline and post-campaign questionnaires are found in Appendix B and C.
The value of the contract is $70,314.25 including HST.
I hereby certify as Senior Officer of Ekos Research Associates Inc. that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Policy on Communications and Federal Identity and the Directive on the Management of Communications.
Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leaders.
Signed by Susan Galley (Vice President)
The Advertising Campaign Evaluation Tool (ACET) consisted of a baseline and post-campaign survey issued by the Communications and Consultations Secretariat of the Privy Council Office (PCO). All Government of Canada advertising campaigns that have a total media buy of over $1 million are evaluated using the ACET. The Services for Seniors advertising campaign included print, out-of-home (malls, billboards, transit, etc.),pre-roll video, StackAdapt, web banners, YouTube, and search engine marketing ads. The duration of the campaign was 45 days from November 1st to December 15th, 2023. The ACET focused on recall of the campaign, along with questions testing the impact of the ads on perceptions and behaviour. The average time it took respondents to complete the survey was 8 minutes for the baseline, and 11 minutes for the post-campaign survey. Prior to its launch, the baseline survey was pre-tested on September 28th with 35 respondents (25 in English, 10 in French), and the post-campaign survey was pre-tested on November 23rd with 38 respondents (24 in English, 14 in French). A pretest was conducted to ensure there were no issues with the programming logic, to verify if the flow of questions made sense, to check if any questions, terms, or response categories were not clear to respondents, and to ensure there were no technical issues. Since no changes were made, these cases were retained in the final sample.
In each case, respondents to the online survey were 55 years and older and were randomly selected from Ekos' Probit panel, as described below. The survey sample included all provinces and territories in Canada, and participants were able to complete the survey in English or French. An accessible link for those using a mobile phone or screen reading technology was also available. Ekos' Probit panel is assembled using a random digit dial process for sampling from a blended land-line cell-phone frame and provides full coverage of Canadians with telephone access. The distribution of the recruitment process is meant to mirror the actual population in Canada (as defined by Statistics Canada). As such, our more than 120,000-member panel can be considered representative of the general public in Canada (meaning that the incidence of a given target population within our panel very closely resembles the public at large) and margins of error can be applied. All households/individuals in the Probit panel are contacted by telephone and the nature of the panel is explained in greater detail (as are Ekos' privacy policies) and demographic information is collected. At this time, the online/off-line as well as landline/cell phone status is ascertained to determine the method of completing surveys (i.e., online, telephone, or mail). This variable of ‘type of telephone service' (cell phone only, landline only or both) collected at the time of screening is used to determine cell phone only sample. As with any random digit dialling sample, Probit panel cases are considered to be a probability-based sample.
In the baseline survey, the total number of completed cases in the sample was 2,028 and fieldwork was conducted between October 10th and October 22nd, 2023. The post-campaign survey was conducted between December 11th and December 20th, 2023, and included 2,054 completed cases[2]. The associated margin of error is up to plus or minus 2.2%, at a .95 confidence interval (i.e., 19 times out of 20) in each sample. The unweighted regional distribution is as follows:
| Province/Region | Baseline | Post-Campaign |
|---|---|---|
| British Columbia & Yukon | 273 | 283 |
| Alberta & Northwest Territories | 236 | 236 |
| Manitoba & Saskatchewan & Nunavut | 159 | 142 |
| Ontario | 767 | 772 |
| Quebec | 451 | 485 |
| Atlantic | 142 | 136 |
| Total | 2,028 | 2,054 |
Survey data collection adhered to the Standards for the Conduct of Government of Canada Public Opinion Research—Online Surveys, as well as all applicable industry standards. Ekos informed respondents of their rights under the Privacy Act and the Access to Information Act and ensured that those rights were protected throughout the research process. This included: informing respondents of the purpose of the research; identifying both the sponsoring department and the research supplier; informing respondents that their participation in the study is voluntary, and that the information provided would be administered according to the requirements of the Privacy Act.
Once the survey data was collected, each database was reviewed for data quality and coding of open-ended questions was completed. Survey results were weighted based on Statistics Canada 2021 census data[3] according to age, gender, and region to ensure the sample was representative of the general public, aged 55 years and older. The tables below compare the unweighted and weighted distributions of these demographic characteristics.
| Region | Unweighted Sample | Weighted Sample |
|---|---|---|
| Atlantic | 142 | 154 |
| Quebec | 451 | 493 |
| Ontario | 767 | 771 |
| Manitoba / Saskatchewan / Nunavut | 159 | 123 |
| Alberta / Northwest Territories | 236 | 197 |
| British Columbia / Yukon | 273 | 289 |
| Age | Unweighted Sample | Weighted Sample |
|---|---|---|
| 55 to 64 | 891 | 867 |
| 65 to 74 | 655 | 673 |
| 75+ | 482 | 489 |
| Gender | Unweighted Sample | Weighted Sample |
|---|---|---|
| Male | 984 | 952 |
| Female | 1,032 | 1,064 |
| Gender Diverse | 5 | 5 |
| Region | Unweighted Sample | Weighted Sample |
|---|---|---|
| Atlantic | 136 | 157 |
| Quebec | 485 | 500 |
| Ontario | 772 | 777 |
| Manitoba / Saskatchewan / Nunavut | 142 | 126 |
| Alberta / Northwest Territories | 236 | 198 |
| British Columbia / Yukon | 283 | 295 |
| Age | Unweighted Sample | Weighted Sample |
|---|---|---|
| 55 to 64 | 911 | 879 |
| 65 to 74 | 647 | 679 |
| 75+ | 496 | 496 |
| Gender | Unweighted Sample | Weighted Sample |
|---|---|---|
| Male | 990 | 963 |
| Female | 1,050 | 1,077 |
| Gender Diverse | 6 | 6 |
Data tables were created for each survey to isolate results for major subgroups to be used in the analysis (e.g., results for each age segment, gender, region, education, and household income). Other subgroups include mother tongue, respondents born in Canada, family with children, employment, recalled seeing an ad from the Government of Canada (in general and for older Canadians and/or seniors), disability identity, ethnicity, and indigenous identity.
The response rate for the online baseline survey was 40.7%, using the formula recommended by the Government of Canada: Response Rate = R/(U + IS + R).
For the pre-campaign baseline survey, a total of 5,183 email invitations were sent, of which 147 were returned as undeliverable, for a resulting valid sample of 5,036. A total of 2,028 valid cases completed the survey and combined with another 203 respondents who were screened out of the survey as ineligible[4], as the responding numerator in the calculation of the response rate.
In the post-campaign, 5,988 invitations were sent, of which 243 were undeliverable for a valid sample of 5,745. In addition to the 2,054 valid cases that completed the survey, 195 respondents were screened out of the survey. The resulting response rate was 35.5%.
| Result | Pre-campaign Baseline | Post-Campaign |
|---|---|---|
| Total Invited | 5,183 | 5,988 |
| Invalid | 203 | 195 |
| Unresolved (U) | 2,797 | 3,422 |
| In-scope non-responding (IS) | 155 | 317 |
| Responding units (R) | 2,028 | 2,054 |
| Response Rate (R/(U+IS+R) | 40.7% | 35.5% |
A comparison of each unweighted sample with 2021 Census figures from Statistics Canada suggests that there are similar sources of systematic sample bias in the survey, following patterns typically found in most general public surveys. There is a somewhat more educated sample in each survey than found in the population with 26% reporting university degrees in the baseline and 27% in the post-campaign survey, compared with 23% in the population. There is also an under representation of Canadians born outside of Canada in each survey (13% in the baseline and 13% in the post-campaign survey versus 22%). As previously described, each sample was weighted by age, gender, and region.
Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce sondage en français, veuillez cliquer sur français.
Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 5 minutes to complete.
Click here if you wish to verify the authenticity of this survey by entering project code 20230929-EK424. To view our privacy policy, click here.
If you require any technical assistance, please contact online@ekos.com.
Do you or any member of your household currently work in any of the following organizations?
Select all that apply
What is your gender?
In what year were you born?
In which of the following age categories do you belong?
Select one only
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
In which province or territory do you live?
Select one only
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about programs and services for older Canadians and/or seniors?
Where have you seen, read or heard this ad about programs and services for older Canadians and/or seniors?
Select all that apply
What do you remember about this ad?
Do you know where to find Government of Canada information on programs and services for older Canadians and/or seniors?
Which of the following sources would you be likely to use for information on programs and services for older Canadians and/or seniors:
Select all that apply
Are you aware of the Government of Canada general information phone number, 1 800 O-Canada?
Have you called the 1 800 O-Canada number in the last 3 months?
Thinking specifically about Government of Canada programs and services related to support for older Canadians and/or seniors, which programs and services are you aware of?
Still thinking specifically about Government of Canada programs and services related to support for older Canadians and/or seniors, which of the following programs and services are you aware of?
Select all that apply
Are you aware of the Government of Canada's Facebook page, Seniors in Canada?
In the past three months, have you visited the Seniors in Canada Facebook page?
What do you like about the Seniors in Canada Facebook page?
How often do you visit the following social media sites?
YouTube
Twitter/X
Snapchat
Twitch
Which of the following categories best describes your current employment status? Are you...
Select one only
What is the highest level of formal education that you have completed?
Select one only
Are there any children under the age of 18 currently living in your household?
Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?
Select one only
Where were you born?
In what year did you first move to Canada?
What language do you speak most often at home?
Select up to two
What is the size of the community where you currently live?
What is your ethnic or cultural background?
This question collects information in accordance with the Employment Equity Act and its Regulations and Guidelines to support programs that promote equal opportunity for everyone to share in the social, cultural, and economic life of Canada.
Select all that apply.
Do you self-identify as an Indigenous person, that is, are you First Nations, Métis or Inuk (Inuit)?
Note: First Nations (North American Indian) includes Status and Non-Status Indians.
This question collects information in accordance with the Employment Equity Act and its Regulations and Guidelines to support programs that promote equal opportunity for everyone to share in the social, cultural, and economic life of Canada.
Do you self-identify as a person with a disability? A person with a disability is a person who has a long-term or recurring impairment (such as vision, hearing, mobility, flexibility, dexterity, pain, learning, developmental, memory or mental health-related) which limits their daily activities inside or outside the home (such as at school, work, or in the community in general).
How would you describe your disability?
Select all that apply.
That concludes the survey. This survey was conducted on behalf of Employment and Social Development Canada.
In the coming months the report will be available from Library and Archives Canada.
We thank you very much for taking the time to answer this survey, it is greatly appreciated. Your answers have been saved and you may now close your browser window.
Screened-out
Unfortunately, based on your responses you are ineligible to participate in this survey. Thank you for your time!
Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce sondage en français, veuillez cliquer sur français.
Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 12 minutes to complete. Click here if you wish to verify the authenticity of this survey by entering project code 20230929-EK424. To view our privacy policy, click here. If you require any technical assistance, please contact online@ekos.com.
Do you or any member of your household currently work in any of the following organizations?
Select all that apply
What is your gender?
In what year were you born?
In which of the following age categories do you belong?
Select one only
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
[AQAGEX not = 1968]
In which province or territory do you live?
Select one only
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about programs and services for older Canadians and/or seniors?
Where have you seen, read or heard this ad about programs and services for older Canadians and/or seniors?
Select all that apply
What do you remember about this ad?
Do you know where to find Government of Canada information on programs and services for older Canadians and/or seniors?
Which of the following sources would you be likely to use for information on programs and services for older Canadians and/or seniors:
Select all that apply
Are you aware of the Government of Canada general information phone number, 1 800 O-Canada?
Have you called the 1 800 O-Canada number in the last 3 months?
Thinking specifically about Government of Canada programs and services related to support for older Canadians and/or seniors, which programs and services are you aware of?
Still thinking specifically about Government of Canada programs and services related to support for older Canadians and/or seniors, which of the following programs and services are you aware of?
Are you aware of the Government of Canada's Facebook page, Seniors in Canada?
In the past three months, have you visited the Seniors in Canada Facebook page?
What do you like about the Seniors in Canada Facebook page?
How often do you visit the following social media sites?
YouTube
Twitter/X
Snapchat
Twitch
Here are some ads that have recently been broadcast on various media. Click below to watch.
[Video Ad]
[Print Ad]
[3 of 6 Banner Ads randomly selected]
Over the past three weeks, have you seen, read or heard any of these ads?
Where have you seen, read or heard these ads?
Select all that apply
What do you think is the main point these ads are trying to get across?
Please indicate your level of agreement with the following statements about these ads:
These ads catch my attention
These ads are relevant to me
These ads are difficult to follow
These ads do not favour one political party over another
These ads talk about an important topic
These ads provide new information
These ads clearly convey that the Government of Canada has programs and services for older Canadians and/or seniors
Which of the following categories best describes your current employment status? Are you...
Select one only
What is the highest level of formal education that you have completed?
Select one only
Are there any children under the age of 18 currently living in your household?
Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?
Select one only
Where were you born?
In what year did you first move to Canada?
What language do you speak most often at home?
Select up to two
What is the size of the community where you currently live?
What is your ethnic or cultural background?
This question collects information in accordance with the Employment Equity Act and its Regulations and Guidelines to support programs that promote equal opportunity for everyone to share in the social, cultural, and economic life of Canada.
Select all that apply.
Do you self-identify as an Indigenous person, that is, are you First Nations, Métis or Inuk (Inuit)?
Note: First Nations (North American Indian) includes Status and Non-Status Indians.
This question collects information in accordance with the Employment Equity Act and its Regulations and Guidelines to support programs that promote equal opportunity for everyone to share in the social, cultural, and economic life of Canada.
Do you self-identify as a person with a disability? A person with a disability is a person who has a long-term or recurring impairment (such as vision, hearing, mobility, flexibility, dexterity, pain, learning, developmental, memory or mental health-related) which limits their daily activities inside or outside the home (such as at school, work, or in the community in general).
How would you describe your disability?
Select all that apply.
That concludes the survey. This survey was conducted on behalf of Employment and Social Development Canada.
In the coming months the report will be available from Library and Archives Canada.
We thank you very much for taking the time to answer this survey, it is greatly appreciated. Your answers have been saved and you may now close your browser window.
Screened-out
Unfortunately, based on your responses you are ineligible to participate in this survey. Thank you for your time!