Ipsos Public Affairs
Prepared for Health Canada
Supplier name: Ipsos Public Affairs
Contract Number: HT372-203632/001/CY
Contract value: $40,358.76
Award Date: November 5, 2020
Delivery Date: January 15, 2021
Registration number: POR 057-20
Ipsos Public Affairs
1 Nicholas St, Suite 1400
Ottawa ON K1N 7B7
Tel: 613.241.5802
Fax: 613.248.7981
www.ipsos.ca
For more information on this report, please contact Health Canada at: hc.cpab.por-rop.dgcap.sc@canada.ca.
Ce rapport est aussi disponible en français
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
Post-Seasonal Flu Vaccination Awareness Campaign Evaluation
Executive Summary
Prepared for Health Canada
Supplier name: Ipsos Public Affairs
January 2021
This public opinion research report presents the methodology of the post-seasonal flu vaccination awareness campaign ACET online survey conducted by Ipsos Public Affairs on behalf of Health Canada. The research study was conducted with n=2,535 Canadians aged 18+ between December 4th and 22nd, 2020.
Cette publication est aussi disponible en français sous le titre : Évaluation post-campagne de sensibilisation à la vaccination contre la grippe saisonnière.
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:
H14-356/2021E-PDF
International Standard Book Number (ISBN):
978-0-660-37172-6
Related publications (registration number: POR 057-20)
Catalogue Number H14-356/2021F-PDF (Final Report, French)
ISBN 978-0-660-37173-3
© Her Majesty the Queen in Right of Canada, as represented by the Minister of Health, 2021
The 2020-21 Seasonal Influenza (Flu) Vaccination Awareness Campaign is an important component of PHAC's COVID-19 response. A robust advertising campaign was needed to maximize flu vaccine uptake and reduce pressure on the health care system in the event of a second wave of COVID-19 illness during flu season. Strong flu vaccine uptake is critical to decreasing hospitalizations due to flu-related complications.
To this end, Health Canada launched an advertising campaign to raise awareness of the importance of getting the flu vaccine, especially amongst high-risk populations.
The campaign primarily targeted adults 65+ and those with underlying medical conditions. Secondary audiences included pregnant women, parents of kids under 5 years of age and young adults 18-34 years of age.
The campaign was largely digital, predominately based on web banners, social media and search engine marketing. There was also some out-of-home elements and audio ads on Spotify.
The research consisted of online surveys conducted in English and French, taking place between December 4 and 22, 2020.
Ipsos programmed, hosted and provided sample management services, while Health Canada provided the online questionnaires. Ipsos was responsible for data collection and data storage in Canada, data processing and data weighting. The total contract value of this research was $40,358.76, including HST.
The 2020-21 Seasonal Flu Vaccination Awareness Campaign is an important component to PHAC's COVID-19 response. The campaign aimed to increase uptake of the flu vaccine, particularly in high-risk groups, to help mitigate the impact on the health care system during a second wave of the COVID-19 pandemic.
The Government’s Policy on Communications and Federal Identity requires the evaluation of advertising campaigns exceeding $1 million in media buy using the Advertising Campaign Evaluation Tool (ACET). The ACET was created in 2002 following a Cabinet directive identifying the need for a standard advertising evaluation approach across departments. The main objectives were to bring rigor and consistency to ad campaign evaluation and to develop norms on metrics against which campaigns could be evaluated.
The specific research objectives were as follows:
Respondents for the post-wave samples were drawn from the Ipsos i-Say panel, consisting of over 200,000 Canadians recruited in all provinces and territories. The post-wave sample of n=2,535 was drawn from Canadians 18+ and included an oversample of n=535 (see detailed below regarding oversampling).
The general population sample consisted of n=2,000 respondents. Quotas were set to ensure representation by region, age and gender, according to the latest Census information.
In addition to the natural fallout from the general population sample, oversamples in each of the following four target groups were carried out in order to reach a minimum of n=500 in each of these groups. In the end, we obtained the following number of completes, including both natural fallout and oversample (note that one person can fall into more than one category):
For the target group of pregnant women, we attempted to obtain as many as possible, with the goal of reaching a minimum of n=50. In the end, we reached n=69 pregnant women.
Interviews were conducted in English and French, with respondents being able to complete the survey in either official language of their choice.
Respondents were invited to participate in the survey via email, with a unique URL link. This link could only be used once, with respondents being allowed to pause during completion and return to complete it at a later time. On average, the online interviews took 9 minutes to complete.