Prepared for Health Canada
Supplier name: Ipsos Public Affairs
Contract Number: HT372-183192-001-CY
Contract value: $74,750.92
Award Date: September 11, 2018
Delivery Date: March 14, 2019
Registration number: POR 045-18
POLITICAL NEUTRALITY STATEMENT
I hereby certify as Senior Officer of Ipsos that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. 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.
Mike Colledge
President
Ipsos Public Affairs
This public opinion research report presents the results of baseline and two post-campaign ACET online surveys conducted by Ipsos Public Affairs on behalf of Health Canada. The research study was conducted with 6,194 Canadians aged 18 and over, including 1,421 males aged 20 to 39, who were the target audience.The baseline survey was conducted between October 19 and November 16, 2018, the first post-campaign survey was conducted between December 11 and 21, 2018 and the second post-campaign survey, which evaluated a different ad aimed at the stigma around opioid use, was conducted between February 18 and March 4, 2019.
Cette publication est aussi disponible en français sous le titre : Évaluation avant et après de la campagne anti-stigmatisation sur les opioïdes
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Health Canada. For more information on this report, please contact Health Canada at hc.cpab.por-rop.dgcap.sc@canada.ca or at:
Communications Branch
Health Canada
200 Eglantine Driveway
AL 1915C, Tunney's Pasture
Ottawa, ON K1A 0K9
Catalogue Number:
H14-314/2019E-PDF
International Standard Book Number (ISBN):
978-0-660-30224-9
Related publications (registration number: 180928):
Catalogue Number H14-314/2019F-PDF (Final Report, French)
ISBN 978-0-660-30225-6
©Her Majesty the Queen in Right of Canada, as represented by the Minister of Health, 2018
The research consisted of three quantitative online surveys, including a baseline and two post-campaign surveys with a national sample of Canadians aged 18 and over and oversamples of males aged 20-39. In total, n=2,376 (n=503 males aged 20-39) online surveys were conducted in the baseline survey, n=2,553 (n=491 males aged 20-39) were conducted in the first post-campaign survey and n=1,265 (n=427 males aged 20-39) were conducted in the second post-campaign survey.
The surveys were conducted in English and French with the baseline survey taking place between October 19 and November 16, 2018, the first post-campaign survey taking place between December 11 and 21, 2018 and the second post-campaign survey taking place between February 18 and March 4, 2019.
For this survey, RIM weighting1 was employed to balance demographics by three variables (gender, age and region) to ensure that the survey sample's composition reflects that of the adult population according to 2016 Census data and to provide results intended to approximate the sample universe.
Ipsos programmed, hosted and provided sample management services only, while Health Canada provided the online surveys. Ipsos was responsible for data collection and data storage in Canada, data processing, and data weighting. The total contract value of this research was $74,750.92 including HST.
Health Canada is launching a multi-year advertising campaign on the subject of opioids to address stigma as a barrier to treatment, to raise awareness and understanding of the risks associated with problematic use of opioids (legal and illegal) and to help reduce problematic use, dependence and overdoses.
The purpose of this research was to assess the effectiveness of the advertising campaign. Specific research objectives included:
The Ipsos i-Say panel is the primary source for recruiting respondents. Where necessary, a supplemental sample from third party vendor panels is also used as a source. The Ipsos i-Say online panel is a diversely-sourced and actively maintained panel of over 200,000 Canadian adults. Utilizing this panel allows us to confidently build online samples based on known population characteristics like the ones available through Census data. Invitations to participate in each survey are adjusted to reflect the most recent Current Population Data provided by Statistics Canada.
Online panel participants are recruited and screened using rigorous double and triple opt-in checks2 to ensure that respondents want to receive contact such as invitations to participate in research surveys. Ipsos i-Say panel Terms and Conditions of Membership details the respondents' rights to, at any time, for any reason ask to be removed from the panel and stop receiving emails from Ipsos and its clients.
Panel recruitment consists of the following steps:
It is important to note that any panel - no matter how well recruited - does not enable random selection in the sense that not all members of the public are apt to join a panel. This applies to panels recruited through online approaches as well as panels recruited via traditional telephone Random Digit Dialing.
Rigorous panel maintenance procedures mean only those participants who actively participate in online surveys, at least once every six months, are included. Participants can choose whether to enter a survey or not. While participating in a survey, the respondent can simply exit the survey by closing the survey Internet browser window at any time without submitting their responses if they no longer want to participate.
In order to capture responses from low incidence individuals, such as vaccine-hesitant women who are currently pregnant, we use what is called a Webcruiser on our iSay Panel. A Webcruiser asks a set number of questions to our entire panel and typically takes approximately three weeks to complete. Panelists who meet the criteria we are looking for are then flagged and can be contacted for further research.
To ensure a high participation rate from our panelists, the i-Say panel provides a number of innovative incentive programs. Ipsos' i-Say online panel participants are incentivized through a points program whereby respondents collect points that can be redeemed for rewards of their choice from a collection of products from online retailers such as gift cards and prizes. Each incentive is tailored to the specific requirements of each survey, depending on the length of the survey, the subject matter of the study, and the time required to complete a minimum number of interviews.
A sampling frame was devised to outline a quota structure representative of Canadian adults 18 years and older, including oversamples of males aged 20-39 years old. All Canadian adults aged 18 years and older were eligible to participate.
The Ipsos i-Say online panel consists of over 200,000 Canadian adults recruited through diverse sources and is constantly refreshed. Background data gathered when respondents join the panel allows us to finely target respondents on the basis of key criteria such as region (national samples are typically divided into over 40 submarkets nationwide ensuring accurate distributions within provinces), age, and gender. The results of quota based sampling against these criteria allow us to construct samples that are reflective of Canadian population characteristics. In this instance, sampling quotas were set according to the respondents' region, gender, and age to match a target profile based on Census 2016 data. This serves to underpin the representativeness of the survey results.
All sample surveys and polls may be subject to sources of error, including, but not limited to coverage error and measurement error. Traditional margins of error don't apply to online panel-based samples of general public audiences as the traditional margin of error calculation assumes that the sample measured is a probability sample. As there is no way to measure the probability that any given member of the public may join or be a part of an online panel, these samples are inherently non-probabilistic.
Non-Response Analysis: There exists within the current sample the possibility of non-response bias. In particular, this survey would not include members of the population who do not have access to the Internet or who are not capable of responding to a survey in either English or French.
Extrapolation: The table below compares the unweighted sample to the 2016 Census results by region, age, and gender, as well as the unweighted geographical and demographic distribution of the sample.
| Baseline Survey | Post-Campaign Survey #1 | Post-Campaign Survey #2 | Census 2016 Proportions | ||||
|---|---|---|---|---|---|---|---|
| Unweighted Sample Size | Sample Proportions | Unweighted Sample Size | Sample Proportions | Unweighted Sample Size | Sample Proportions | ||
| Canada | 2,376 | 100% | 2,553 | 100% | 1,265 | 100% | - |
| Region | |||||||
| British Columbia | 321 | 13.51% | 345 | 13.51% | 170 | 13.44% | 13.57% |
| Alberta | 266 | 11.20% | 286 | 11.20% | 142 | 11.23% | 11.21% |
| Prairies (SK/MB) | 155 | 6.62% | 166 | 6.50% | 82 | 6.49% | 6.51% |
| Ontario | 913 | 38.43% | 981 | 38.43% | 486 | 38.42% | 38.41% |
| Quebec | 558 | 23.48% | 599 | 23.46% | 297 | 23.48% | 23.47% |
| Atlantic Canada | 163 | 6.85% | 176 | 6.85% | 88 | 6.88% | 6.83% |
| Gender | |||||||
| Male | 1,290 | 54.29% | 1,251 | 49% | 621 | 49.09% | 48.57% |
| Female | 1,086 | 45.71% | 1,302 | 51% | 644 | 50.99% | 51.43% |
| Age | |||||||
| 18-24 | 80 | 3.37% | 203 | 7.95% | 50 | 3.95% | 10.49% |
| 25-34 | 456 | 19.19% | 523 | 20.49% | 228 | 18.02% | 16.40% |
| 35-44 | 390 | 16.41% | 333 | 13.04% | 272 | 21.50% | 16.14% |
| 45-54 | 498 | 20.96% | 503 | 19.70% | 222 | 17.55% | 17.91% |
| 55-64 | 580 | 24.41% | 736 | 28.83% | 233 | 18.42% | 17.47% |
| 65+ | 372 | 15.66% | 255 | 9.99% | 260 | 20.55% | 21.14% |
| Males Aged 20-39 | 503 | 21.17% | 491 | 19.23% | 427 | 33.75% | 16.70% |
The following table provides the response dispositions and response rate calculation, as per the former Marketing Research and Intelligence Association's (MRIA) empirical method of calculating response rates for online surveys.
| Calculation for Data Collection3 | Baseline Survey | Post-Campaign Survey #1 | Post-Campaign Survey #2 |
|---|---|---|---|
| Total Email Invitations Issued | 30,111 | 36,686 | 36,848 |
| Unresolved (U) (no response) | 25,057 | 32,332 | 32,064 |
| In-scope - non-responding (IS) - Qualified respondent break-off (incomplete) | 607 | 454 | 385 |
| In-scope - Responding units (R) | 4,447 | 3,900 | 4,399 |
| Over quota | 1,756 | 668 | 3,057 |
| Other disqualified | 315 | 679 | 77 |
| Completed Interviews | 2,376 | 2,553 | 1,265 |
| Response Rate = R/(U+IS+R) | 15% | 11% | 12% |
Sampling is carried out via a proprietary sampling application that allows us to construct complex samples based on the target and screening requirements. To develop the survey sample and minimize non-response, we use a large and diversely sourced panel. In addition, we have the capability of broadening the sample frame further through the inclusion of other actively managed panel resources as needed to ensure the sample requirements are met among the hardest-to-reach audiences (such as younger males).
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 5 minutes to complete and is registered with the Marketing Research and Intelligence Association (MRIA).
Click here if you wish to verify the authenticity of this survey. To view our privacy policy, click here.
a) Does anyone in your household work for any of the following organizations?
SELECT ALL THAT APPLY
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
b) Are you…
c) In what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2000
IF > 2000,THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
d) In which of the following age categories do you belong?
SELECT ONE ONLY
IF "LESS THAN 18 YEARS OLD" OR "BLANK", THANK AND TERMINATE
In which province or territory do you live?
SELECT ONE ONLY
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE
ASK ALL RESPONDENTS
Q1:
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Q2:
Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?
SELECT ALL THAT APPLY
Q3:
What do you remember about this ad?
Q4:
How did you know that it was an ad from the Government of Canada?
ASK ALL RESPONDENTS
T1A:
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about opioids or fentanyl?
T1B:
Where have you seen, read or heard this Government of Canada ad about opioids or fentanyl?
SELECT ALL THAT APPLY
T1C:
What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
T1D:
How would you describe your level of knowledge about opioids?
1 - Not at all knowledgeable
2
3
4
5 - Very knowledgeable
T1E
To what extent do you agree with the following statements…
There is an opioid crisis in Canada.
There is a stigma around people who use drugs.
Stigma toward drug users is a barrier to people getting help.
1 - Strongly disagree
2
3
4
5 - Strongly agree
D1:
Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
D2:
What is the highest level of formal education that you have completed?
SELECT ONE ONLY
D3:
Are there any children under the age of 18 currently living in your household?
D4:
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
D5:
Where were you born?
ASK IF D5=BORN OUTSIDE CANADA
D6:
In what year did you first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2018
D7:
What is the language you first learned at home as a child and still understand?
SELECT UP TO TWO
That concludes the survey. This survey was conducted on behalf of Health 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.
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 5 minutes to complete and is registered with the Marketing Research and Intelligence Association (MRIA).
Click here if you wish to verify the authenticity of this survey. To view our privacy policy, click here.
e) Does anyone in your household work for any of the following organizations?
SELECT ALL THAT APPLY
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
f) Are you…
g) In what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2000
IF > 2000, THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
h) In which of the following age categories do you belong?
SELECT ONE ONLY
IF "LESS THAN 18 YEARS OLD" OR "BLANK", THANK AND TERMINATE
In which province or territory do you live?
SELECT ONE ONLY
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE
ASK ALL RESPONDENTS
Q1:
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Q2:
Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?
SELECT ALL THAT APPLY
Q3:
What do you remember about this ad?
Q4:
How did you know that it was an ad from the Government of Canada?
ASK ALL RESPONDENTS
T1A:
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about opioids or fentanyl?
T1B:
Where have you seen, read or heard this Government of Canada ad about opioids or fentanyl?
SELECT ALL THAT APPLY
T1C:
What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
T1D:
How would you describe your level of knowledge about opioids?
1 - Not at all knowledgeable
2
3
4
5 - Very knowledgeable
T1E:
To what extent do you agree with the following statements…
There is an opioid crisis in Canada.
There is a stigma around people who use drugs.
Stigma toward drug users is a barrier to people getting help.
1 - Strongly disagree
2
3
4
5 - Strongly agree
Here is an ad that has recently been broadcast on various media. Please make sure your sound is turned on and click play below.
[CLICK TO GO TO THE NEXT PAGE]
T1F:
Over the past three weeks, have you seen this ad?
T1G:
Where have you seen this ad?
SELECT ALL THAT APPLY
T1H:
What do you think is the main point this ad is trying to get across?
T1I:
Please indicate your level of agreement with the following statements about this ad?
RANDOMIZE STATEMENTS
| Strongly Disagree | Strongly Agree | ||||
|---|---|---|---|---|---|
| This ad caught my attention | 1 | 2 | 3 | 4 | 5 |
| This ad is relevant to me | 1 | 2 | 3 | 4 | 5 |
| This ad is difficult to follow | 1 | 2 | 3 | 4 | 5 |
| This ad does not favour one political party over another | 1 | 2 | 3 | 4 | 5 |
| This ad talks about an important topic | 1 | 2 | 3 | 4 | 5 |
| This ad provides new information | 1 | 2 | 3 | 4 | 5 |
| This ad clearly conveys that the Government of Canada is taking action on the opioid crisis. | 1 | 2 | 3 | 4 | 5 |
| This ad gave me an understanding of the risks associated with opioids such as fentanyl. | 1 | 2 | 3 | 4 | 5 |
[ASK IF YES @ T1F]
T1J:
Did you do any of the following as a result of seeing the ad? Please select all that apply
SELECT ALL THAT APPLY
D1:
Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
D2:
What is the highest level of formal education that you have completed?
SELECT ONE ONLY
D3:
Are there any children under the age of 18 currently living in your household?
D4:
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
D5:
Where were you born?
ASK IF D5=BORN OUTSIDE CANADA
D6:
In what year did you first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2018
D7:
What is the language you first learned at home as a child and still understand?
SELECT UP TO TWO
That concludes the survey. This survey was conducted on behalf of Health 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.
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
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. To view our privacy policy, click here.
i) Does anyone in your household work for any of the following organizations?
SELECT ALL THAT APPLY
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
j) Are you…
k) In what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2001
IF > 2001, THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
l) In which of the following age categories do you belong?
SELECT ONE ONLY
IF "LESS THAN 18 YEARS OLD" OR "BLANK", THANK AND TERMINATE
In which province or territory do you live?
SELECT ONE ONLY
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE
ASK ALL RESPONDENTS
Q1:
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Q2:
Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?
SELECT ALL THAT APPLY
Q3:
What do you remember about this ad?
Q4:
How did you know that it was an ad from the Government of Canada?
ASK ALL RESPONDENTS
T1A:
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about stigma and opioid use?
T1B:
Where have you seen, read or heard this Government of Canada ad about stigma and opioid use?
SELECT ALL THAT APPLY
T1C:
What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
T1D:
How would you describe your level of knowledge about opioids?
1 - Not at all knowledgeable
2
3
4
5 - Very knowledgeable
T1E:
To what extent do you agree or disagree with the following statements…
There is an opioid crisis in Canada.
There is a stigma around people who use drugs.
Stigma toward drug users is a barrier to people getting help.
1 - Strongly disagree
2
3
4
5 - Strongly agree
Here is an ad that has recently been broadcast on various media. Click next to watch.
[CLICK TO GO TO THE NEXT PAGE]
T1F:
Over the past three weeks, have you seen this ad?
T1G:
Where have you seen this ad?
SELECT ALL THAT APPLY
T1H:
What do you think is the main point this ad is trying to get across?
T1I:
Please indicate your level of agreement with the following statements about this ad?
RANDOMIZE STATEMENTS
| Strongly Disagree | Strongly Agree | ||||
|---|---|---|---|---|---|
| This ad caught my attention | 1 | 2 | 3 | 4 | 5 |
| This ad is relevant to me | 1 | 2 | 3 | 4 | 5 |
| This ad is difficult to follow | 1 | 2 | 3 | 4 | 5 |
| This ad does not favour one political party over another | 1 | 2 | 3 | 4 | 5 |
| This ad talks about an important topic | 1 | 2 | 3 | 4 | 5 |
| This ad provides new information | 1 | 2 | 3 | 4 | 5 |
| This ad clearly conveys that the Government of Canada is taking action on the opioid crisis. | 1 | 2 | 3 | 4 | 5 |
| This ad gave me an understanding that ending stigma related to opioid use can help save lives. | 1 | 2 | 3 | 4 | 5 |
[ASK IF T1F=YES]
T1J:
Did you do any of the following as a result of seeing this ad?
SELECT ALL THAT APPLY
D1:
Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
D2:
What is the highest level of formal education that you have completed?
SELECT ONE ONLY
D3:
Are there any children under the age of 18 currently living in your household?
D4:
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
D5:
Where were you born?
ASK IF D5=BORN OUTSIDE CANADA
D6:
In what year did you first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2019
D7:
What is the language you first learned at home as a child and still understand?
SELECT UP TO TWO
That concludes the survey. This survey was conducted on behalf of Health 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.