Baseline and Post-Campaign ACET for Phase 4 of the Childhood Vaccination Campaign

Final Report

Submitted to Health Canada
Contract Number HT372-203689/001/CY

Prepared By: Leger

Contract value: $49,734.13
Award date: November 17, 2020
Delivery date: March 18, 2021

Registration number: POR062-20
For more information on this report, please contact:
hc.cpab.por-rop.dgcap.sc@canada.ca

Leger
507 Place d'Armes, Suite 700
Montréal, Quebec
H2Y 2W8
Telephone: 514-982-2464
Fax.: 514-987-1960

Ce rapport est également disponible en français.

Prepared for the Public Health Agency of Canada
Supplier Name: Leger
March 2021

This report presents the methodology of an online survey conducted by Leger Marketing Inc. on behalf of the Public Health Agency of Canada. The research was conducted in two waves among vaccine-hesitant Canadian adults who are parents of children under the age of seven, women who are pregnant and women who are planning to become pregnant within the next year. The first wave of research was conducted between December 8 and 21, 2020 and the second wave of research was conducted between February 19 and March 10, 2021.

Cette publication est aussi disponible en français sous le titre : Évaluation de la base de référence et post-campagne (OECP) pour la phase 4 de la campagne de vaccination des enfants

This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Public Health Agency of Canada. For more information on this report, please contact: hc.cpab.por-rop.dgcap.sc@canada.ca.

Catalogue Number: H21-314/2021E-PDF

International Standard Book Number (ISBN): 978-0-660-37790-2

Related publications (registration number: POR 062-20): Catalogue Number: H21-314/2021F-PDF (Final Report, French) 978-0-660-37791-9

© Her Majesty the Queen in Right of Canada, as represented by the Minister of Health, 2021.

Table of Contents

• 1. Summary
• 1.1 Background and Objectives
• 1.2 Application of Results
• 1.3 Methodology - Quantitative Research
• 1.4 Notes on the Interpretation of the Findings
• 1.5 Declaration of Political Neutrality and Contact Information
• Appendix A: Detailed Research Methodology
• A.1 Quantitative Methodology
• Appendix B: Questionnaire (Wave 1)
• Appendix C: Questionnaire (Wave 2)

1. Summary

Leger is pleased to submit this report to the Public Health Agency of Canada (PHAC) detailing the methodology of an online survey assessing ad recall for phase 4 of the Childhood Vaccination Campaign. The goal of this campaign was to raise awareness of the importance of childhood vaccination among vaccine hesitant Canadians of the following groups: parents of children under the age of seven, women who are pregnant and women who are planning to become pregnant within the next year.

1.1 Background and Objectives

Despite the proven effectiveness of vaccines in controlling and preventing life-threatening diseases, some segments of the population delay or refuse vaccinations, while others continue to be vaccine hesitant even if they choose to vaccinate.

To be truly effective in countering the prevalence and incidence of vaccine-preventable diseases, high vaccination uptake is required (up to 95% in the case of some diseases). This not only protects vaccinated individuals, but also the population at large through herd immunity. Since vaccine hesitancy is a barrier to achieving optimal vaccine coverage, governments are seeking ways to impart the importance, safety and effectiveness of vaccination.

A study conducted by the Public Health Agency of Canada in 2015 showed that many parents question the effectiveness of vaccines, consider that vaccines can cause diseases (the ones they are supposed to control) and believe that alternative medicines can eliminate the need for vaccination.

More recently, in the context of the outbreak, vaccination rates have declined due to the public health measures in place (i.e., physical distancing).

This public health issue motivated Health Canada, on behalf of the Public Health Agency of Canada (PHAC) to develop the Childhood Vaccination Advertising Campaign to raise parents' awareness of the importance, safety and effectiveness of vaccines in order to increase vaccination coverage. Two flights of advertising were launched in 2018, and a third flight was in market from April to late June 2019.

A fourth phase was launched in January 2021 and took place until March 2021. In addition to reaching vaccine-hesitant parents, and those at risk of becoming hesitant, this campaign served as a reminder for parents that are vaccine believers about the importance of staying up to date on their children's vaccines.

Given that the advertising investment for this campaign exceeds $1 million, Health Canada was required to conduct an evaluation of the campaign using the Advertising Campaign Evaluation Tool (ACET).

The objectives of the research were as follows:

• Determine if respondents had seen the advertisements associated with the campaign;
• Determine where the ads had been seen;
• Measure recall of specific elements of the campaign;
• Identify attitudinal changes as a result of the advertising campaign.

1.2 Application of results

The results of this research will allow the Public Health Agency of Canada to assess the recall of the ad campaign based on feedback from the survey data and analysis.

1.3 Methodology-Quantitative research

Quantitative research was conducted through an online survey using Computer Aided Web Interviewing (CAWI) technology.

The target audiences for the survey were vaccine-hesitant (VH) parents of children under the age of seven, VH women who were pregnant and VH women who were planning to become pregnant within the next year. Quotas were set to ensure a minimum of the main target audiences of interest, namely pregnant women and women planning to become pregnant in the next year. A minimum quota of 75 in each of these two groups was set, with a minimum of 300 total among these two groups. The remainder of respondents were parents of children under the age of seven. No regional quotas were set but we ensured a minimum number in every region of the country.

Based on data from Statistics Canada's 2016 national census, Leger weighted the results of the parents' sample of this survey by age and region, whereas the sample of pregnant women or those who expected to become pregnant in the next year was weighted by region only.

Since a sample drawn from an Internet panel is non-probabilistic in nature, the margin of error cannot be calculated for this survey. Details regarding the weighting procedures and participation rate can be found in Appendix A.

Leger meets the strictest quantitative research guidelines. The questionnaire was prepared in accordance with the Standards for the Conduct of Government of Canada Public Opinion Research- Online Surveys.

The details of the methodology and more information on Leger's quality control mechanisms are presented in Appendix A. The questionnaire for the first wave is presented in Appendix B and the questionnaire for the second wave is presented in Appendix C.

Details for the first wave

Fieldwork for the first wave of the survey was conducted from December 8 to 21, 2020. The national participation rate for the survey was 15.21%. Calculation of the Web survey's participation rate is presented in Appendix A. A pre-test of the programmed questionnaire was completed in both official languages on December 8, 2020.

A total sample of 1,002 Canadian adults were surveyed in all regions of the country. The following table shows the effective sample collected:

The following table shows the effective sample collected by Leger for each target:

Details for the second wave

Fieldwork for the second wave of the survey was conducted from February 19 to March 10, 2021. The national participation rate for the survey was 22.24%. Calculation of the Web survey's participation rate is presented in Appendix A. A pre-test of the programmed questionnaire was completed in both official languages on February 19, 2021.

A total sample of 1,016 Canadian adults were surveyed in all regions of the country.

No regional quotas were set but we ensured a minimum number in every region of the country. The following table shows the effective sample collected:

The following table shows the effective sample collected by Leger:

1.4 Notes on the interpretation of the findings

The opinions and observations expressed in this document do not reflect those of the Public Health Agency of Canada. This report was compiled by Leger based on research conducted specifically for this project. This research is non-probabilistic; the results cannot be applied to the general population of Canada. The research was not designed with this objective in mind.

1.5 Declaration of political neutrality and contact information

I hereby certify, as Executive VP of Leger, that the deliverables are in full compliance with the neutrality requirements of the Policy on Communications and Federal Identity and the Directive on the Management of Communications-Appendix C (Appendix C: Mandatory Procedures for Public Opinion Research).

Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, party positions, or the assessment of the performance of a political party or its leaders.

Signed by:

Christian Bourque
Executive Vice President and Associate
Leger
507 Place d'Armes, Suite 700
Montréal, Quebec
H2Y 2W8
cbourque@leger360.com

Appendix A - Detailed research methodology

A.1 Quantitative methodology

A.1.1 Methods

Research was conducted through online surveys using Computer Aided Web Interviewing (CAWI) technology.

Leger adheres to the most stringent guidelines for quantitative research. The survey was in accordance with Government of Canada requirements for quantitative research, including the Standards of the Conduct of Government of Canada Public Opinion Research - Series A-fieldwork and data tabulation for online surveys.

Respondents were assured of the voluntary, confidential and anonymous nature of this research. As with all research conducted by Leger, all information that could allow for the identification of participants was removed from the data, in accordance with the Privacy Act.

The questionnaire for the first wave is presented in Appendix B and the questionnaire for the second wave is presented in Appendix C.

A.1.2 Sampling Procedures

Computer Aided Web Interviewing (CAWI)

Participant selection was done randomly from LegerWeb's online panel. Leger owns and operates an Internet panel of more than 400,000 Canadians from coast to coast. An Internet panel is made up of Web users profiled on different sociodemographic variables. The majority of Leger's panel members (61%) have been recruited randomly over the phone over the past decade, making it highly similar to the actual Canadian population on many demographic characteristics.

Since an Internet sample (from the panel) is non-probabilistic in nature, the margin of error does not apply.

A.1.3 Data Collection

Fieldwork for the first wave was conducted from December 8 to 21, 2020. The national participation rate for the survey was 15.21%. A pre-test of the questionnaire in English and French was completed on December 8, 2020. No changes were made to the questionnaire following the pre-test so the pre-test results were included in the final results. To achieve data reliability in all subgroups, a total sample of 1,002 Canadians were surveyed, in all regions of the country.

Fieldwork for the second wave was conducted from February 19 to March 10, 2021. The national participation rate for the survey was 22.24%. A pre-test of the questionnaire in English and French was completed on February 19, 2021. No changes were made to the questionnaire following the pre-test so the pre-test results were included in the final results. To achieve data reliability in all subgroups, a total sample of 1,016 Canadians were surveyed, in all regions of the country.

Based on data from Statistics Canada's 2016 national census, Leger weighted the results of the parents' sample of this survey by gender and region, whereas the sample of pregnant women or those who expected to become pregnant in the next year was weighted by region only. The weight of each of the subgroups surveyed was then adjusted to ensure representativeness of the Canadian population. More details on the weighting procedures are presented in a following section.

A.1.4 Participation Rate for the Web Survey

The overall participation rate is 15.21% for the first wave of the study and 22.24% for the second wave. Below is the calculation of the participation rate to those web surveys. The participation rate is calculated using the following formula: Participation rate / response rate = R ÷ (U + IS + R). The table below provides details of the calculation.

A.1.5 Non-Response Bias and Additional Socio-Demographic Analysis

Response rates of 15.21% and 22.24% are consistent with similar surveys. Due to the particularity of the target audiences and the low incidence rates, Léger had to invite an large number of adult women under 55 to find pregnant women or women planning to become pregnant in the coming year. Since the status of pregnant women is not identified beforehand in the profile of the panelists, we were required to ask the question to a high number of women in order to identify them and to reach the quotas. For the second wave, even more women than in the first wave had to be invited to fill the quota of pregnant women. This resulted in more women being screened out of the survey based on ineligibility. This explains why the response rate is higher than for the first wave.

A.1.6 Unweighted and Weighted Samples

The table below presents the geographic, gender and age distribution of parents, pregnant women and woman expecting to be pregnant in the next year, before and after weighting for both survey waves.

Some proportions did not align with the actual population. The quotas placed for specific targets (parents, pregnant women and women who are expecting to be pregnant) and the respondent profile eligibility criteria (vaccine hesitant respondents) account for the discrepancies with the actual Canadian population. The weighting process corrected those differences.

First wave

Second wave

A.1.7 Weighting factors for both waves

The same weighting process was applied for both waves of this study. Certain subgroups tend to be underrepresented or overrepresented in a sample compared to the general population. The weighting of a sample makes it possible to correct for differences in the representation of the various subgroups of that sample compared to what is usually observed in the overall study population. Weighting factors are therefore the weight given to each respondent that corresponds to a subgroup of the sample.

The weighting applied corrected the original imbalance for data analysis purposes; no further manipulation was required.

We had three targets for this project: parents of children under 6 years of age, pregnant women and women expecting to become pregnant in the next year. We also eliminated respondents who are not vaccine hesitant.

Three different weightings were applied, one per profile: parent of a child under 6 years of age, pregnant women and women who expect to become pregnant. Since it was not possible to target respondents corresponding to the exact profiles sought for this study, we had to invite many panelists and validate their eligibility. We were therefore able to assess the incidence of these populations (parents, pregnant or expecting to become pregnant and those who are vaccine hesitant) from the initial sample of panelists invited to answer the questionnaire.

The parent group was weighted by region and gender, while the pregnant women and women expecting to become pregnant groups were weighted by region only. We performed a representative weighting of these three groups according to their incidence in the population (before the elimination of respondents who are not vaccine hesitant). Next, we weighted the survey respondents according to the profile of the population that is vaccine hesitant. Once the weighting was completed, we reallocated the weight of each of the three groups proportionately based on the incidence of each group, taking into consideration the element of hesitation regarding vaccination.

The following tables illustrate the proportion allocated to each target audience in the sample for both waves.

Appendix B - Questionnaire (Wave 1)

ADVERTISING CAMPAIGN EVALUATION TOOL

BASELINE SURVEY

To be conducted before the ads are run in the media.

INTRODUCTION

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 10 minutes to complete.

START SURVEY

Click here if you wish to verify the authenticity of this survey. To view our privacy policy, click here.

If you require any technical assistance, please contact XXX.

a) Does anyone in your household work for any of the following organizations?

SELECT ALL THAT APPLY

• a marketing research firm
• a magazine or newspaper
• an advertising agency or graphic design firm
• a political party
• a radio or television station
• a public relations company
• the federal or provincial government
• none of these organizations

IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.

b) Are you…

• Male gender
• Female gender
• Gender diverse

c) YEAR/MONTH (Drop down menus). What is your date of birth?

YEAR (1910 - 2002)
MONTH

• January
• February
• March
• April
• May
• June
• July
• August
• September
• October
• November
• December

ADMISSIBLE RANGE 1910-2002
IF > 2002, 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

• less than 18 years old
• 18 to 24
• 25 to 34
• 35 to 44
• 45 to 54
• 55 to 64
• 65 or older

IF "LESS THAN 18 YEARS OLD" OR "BLANK", THANK AND TERMINATE

In which province or territory do you live?

SELECT ONE ONLY

• Alberta
• British Columbia
• Manitoba
• New Brunswick
• Newfoundland and Labrador
• Northwest Territories
• Nova Scotia
• Nunavut
• Ontario
• Prince Edward Island
• Quebec
• Saskatchewan
• Yukon

IF NO Province OR TERRITORY IS SELECTED, THANK AND TERMINATE

QMktSize_CA.
What are the first three digits of your postal code?

FORMAT: A8A
I prefer not to answer (99)

SCREENER QUESTION TO IDENTIFY IF HAVE CHILDREN UNDER AGE 7 (SKEW FEMALE 70%)

S1. Are you the parent or legal guardian of a child age 6 years old or younger?

• Yes (please enter number of children) [NUMERIC TEXT BOX]
• No

[IF MALE AND S1=NO, TERMINATE]

S2. Please enter the age of your child(ren) below. If your child is under 1 years old, please enter 0

• Child 1 [NUMERIC TEXT BOX, RANGE 0-6]
• Child 2 [NUMERIC TEXT BOX, RANGE 0-6]
• [INSERT CHILD BOXES FOR NUMBER OF CHILDREN AT S1, CHILD 1, CHILD 2, CHILD 3, ETC.]

SCREENER QUESTIONS TO IDENTIFY IF PREGNANT OR THINKING OF GETTING PREGNANT IN NEXT 12 MONTHS

[IF FEMALE AND S1=NO, ASK S3]

S3. Are you currently pregnant?

• Yes
• No

[ASK S4 IF S3=NO]

S4. Are you expecting to become pregnant within the next 12 months?

• Yes
• No

[IF NO TO BOTH S3 AND S4 TERMINATE]

S5. Which of the following statements most accurately reflects your views on vaccines for your child(ren)?

• I (will) accept all recommended vaccines and have no doubts or concerns [THANK AND TERMINATE]
• I (will) accept all recommended vaccines but have doubts and concerns
• I (will or have) refuse(d) or delay(ed) getting some vaccines
• I have not decided yet about plans for vaccinating my child
• I will or have refuse(d) all recommended vaccines [THANK AND TERMINATE]
• Don't know/ [THANK AND TERMINATE]

GROUPING

RESPONDENTS SHOULD ONLY COUNT IN ONE GROUP

1. Vaccine Hesitant Parents - S1=YES AND S5=2-4
2. Pregnant and Vaccine Hesitant - S3=YES AND S5=2-4.
3. Planning Pregnancy and Vaccine Hesitant - S4=YES AND S5=2-4

Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians.

Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 10 minutes to complete.

CORE QUESTIONS

ASK ALL RESPONDENTS

Q1:
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?

• yes
• no => GO TO T1A

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

• cinema
• Facebook
• Internet website
• magazines
• newspaper (daily)
• newspaper (weekly or community)
• outdoor billboards
• pamphlet or brochure in the mail
• public transit (bus or subway)
• radio
• television
• Pinterest
• Twitter
• YouTube
• Instagram
• LinkedIn
• Spotify
• Snapchat
• Poster in medical clinics/establishments
• Mobile app
• Other, specify ___________________

Q3:
What do you remember about this ad?

Q4:
How did you know that it was an ad from the Government of Canada?

CAMPAIGN SPECIFIC QUESTIONS

ASK ALL RESPONDENTS

T1A:
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about childhood vaccinations?

Recommended childhood immunizations include vaccines to prevent tetanus, diphtheria, pertussis (whooping cough), polio and measles, mumps, rubella (MMR) as well as haemophilus influenza type B (Hib). They also include recommended vaccines to prevent chicken pox (varicella), but do not include the COVID vaccine or the vaccines you get to prevent flu or in advance of travelling.

• Yes
• No => GO TO T1D

T1B:
Where have you seen, read or heard this ad about childhood vaccinations?

SELECT ALL THAT APPLY

• cinema
• Facebook
• Internet website
• magazines
• newspaper (daily)
• newspaper (weekly or community)
• outdoor billboards
• pamphlet or brochure in the mail
• public transit (bus or subway)
• radio
• television
• Pinterest
• Twitter
• YouTube
• Instagram
• LinkedIn
• Spotify
• Snapchat
• Poster in medical clinics/establishments
• Mobile app
• Other, specify ___________________

T1C:
What do you remember about this ad?

ASK ALL RESPONDENTS

CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE

T1D:
On a scale of 1 to 5 where 1 is not at all, 5 is completely, and the midpoint 3 is moderately, how much do you trust recommended childhood vaccinations?

• 1 Not at all
• 2
• 3 Moderately
• 4
• 5 Completely
• Don't know

T1E:
In the past 12 months, have you looked for information about childhood vaccinations?

• Yes
• No
• Don't recall
• Don't know

T1F:
How much do you agree or disagree with each of the following statements, in general…

[COLUMNS]

• Strongly agree
• Somewhat agree
• Somewhat disagree
• Strongly disagree
• Don't know
• Prefer not to answer

[ROWS, RANDOMIZE]

• Childhood vaccines are safe.
• Childhood vaccines are effective.
• Childhood vaccines are important for my child's health.

M1:
What impact, if any, has the recent COVID-19 pandemic had on your level of concern regarding:

[COLUMNS]

• A lot less concerned now
• Somewhat less concerned now
• About the same as before
• Somewhat more concerned now
• A lot more concerned now
• I do not recall
• I don't know
• I prefer not to answer

[ROWS, RANDOMIZE]

• Recommended childhood vaccinations
• The risk of your child(ren) catching COVID-19
• Your own risk of catching COVID-19

M2.
How does the COVID-19 pandemic affect your likelihood of getting the recommended childhood vaccines for your child(ren)?Would you say you are:

• More likely to get the recommended childhood vaccines
• Less likely to get the recommended childhood vaccines
• Does not affect your likelihood of getting the recommended childhood vaccines

DEMOGRAPHIC QUESTIONS

D1:
Which of the following categories best describes your current employment status? Are you…

SELECT ONE ONLY

• working full-time (30 or more hours per week)
• working part-time (less than 30 hours per week)
• self-employed
• unemployed, but looking for work
• a student attending school full-time
• retired
• not in the workforce (Full-time homemaker or unemployed but not looking for work)
• other employment status

D2:
What is the highest level of formal education that you have completed?

SELECT ONE ONLY

• grade 8 or less
• some high school
• high school diploma or equivalent
• registered Apprenticeship or other trades certificate or diploma
• college, CEGEP or other non-university certificate or diploma
• university certificate or diploma below bachelor's level
• bachelor's degree
• postgraduate degree above bachelor's level

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

• under $20,000
• between $20,000 and $40,000
• between $40,000 and $60,000
• between $60,000 and $80,000
• between $80,000 and $100,000
• between $100,000 and $150,000
• $150,000 and above
• prefer not to say

D5:
Where were you born?

• born in Canada
• born outside Canada - Specify the country:

ASK IF D5=BORN OUTSIDE CANADA

D6:
In what year did you first move to Canada?

• YYYY

ADMISSIBLE RANGE: 1900-2020

D7:
What is (are) the language(s) you first learned at home as a child and still understand? »

SELECT UP TO TWO

• English
• French
• Other language, specify ___________________

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.

Appendix C - Questionnaire (Wave 2)

ADVERTISING CAMPAIGN EVALUATION TOOL

POST-CAMPAIGN SURVEY

To be conducted after the ads have been run in the media.

INTRODUCTION

Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Do you prefer to continue in English or French? / Préférez-vous continuer en français ou en anglais ?

• English / Anglais
• French / Français

Your participation is voluntary, and your responses will be kept entirely confidential. The survey takes about 10 minutes to complete.

START SURVEY

Click here if you wish to verify the authenticity of this survey. To view our privacy policy, click here.

If you require any technical assistance, please contact XXX.

e) Does anyone in your household work for any of the following organizations?

SELECT ALL THAT APPLY

• a marketing research firm
• a magazine or newspaper
• an advertising agency or graphic design firm
• a political party
• a radio or television station
• a public relations company
• the federal or provincial government
• none of these organizations [Exclusive]

IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.

f) Are you…

• male gender
• female gender
• gender diverse

g) YEAR/MONTH (Drop down menus). What is your date of birth?

YEAR (1910 - 2003)
MONTH

• January
• February
• March
• April
• May
• June
• July
• August
• September
• October
• November
• December

ADMISSIBLE RANGE 1900-2003
IF <FEB 2003 = eligible
IF > MARCH 2003, 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

• less than 18 years old
• 18 to 24
• 25 to 34
• 35 to 44
• 45 to 54
• 55 to 64
• 65 or older

IF "LESS THAN 18 YEARS OLD" OR "BLANK" IN C, THANK AND TERMINATE

e) In which province or territory do you live?

SELECT ONE ONLY

• Alberta
• British Columbia
• Manitoba
• New Brunswick
• Newfoundland and Labrador
• Northwest Territories
• Nova Scotia
• Nunavut
• Ontario
• Prince Edward Island
• Quebec
• Saskatchewan
• Yukon

IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE

QMktSize_CA.
What are the first three digits of your postal code?

FORMAT: A8A
I prefer not to answer (99)

SCREENER QUESTION TO IDENTIFY IF HAVE CHILDREN UNDER AGE 7 (SKEW FEMALE 70%)

S1. Are you the parent or legal guardian of a child age 6 years old or younger?

• Yes (please enter number of children) [NUMERIC TEXT BOX]
• No

[IF MALE AND S1=NO, TERMINATE]

S2. Please enter the age of your child(ren) below. If your child is under 1 years old, please enter 0

• Child 1 [NUMERIC TEXT BOX, RANGE 0-6]
• Child 2 [NUMERIC TEXT BOX, RANGE 0-6]
• [INSERT CHILD BOXES FOR NUMBER OF CHILDREN AT S1, CHILD 1, CHILD 2, CHILD 3, ETC.]

SCREENER QUESTIONS TO IDENTIFY IF PREGNANT OR THINKING OF GETTING PREGNANT IN NEXT 12 MONTHS

[IF FEMALE AND S1=NO, ASK S3]

S3. Are you currently pregnant?

• Yes
• No

[ASK S4 IF S3=NO]

S4. Are you expecting to become pregnant within the next 12 months?

• Yes
• No

[IF NO TO BOTH S3 AND S4 TERMINATE

S5. Which of the following statements most accurately reflects your views on vaccines for your child(ren)?

• I (will) accept all recommended vaccines and have no doubts or concerns [THANK AND TERMINATE]
• I (will) accept all recommended vaccines but have doubts and concerns
• I (will or have) refuse(d) or delay(ed) getting some vaccines
• I have not decided yet about plans for vaccinating my child
• I will or have refuse(d) all recommended vaccines [THANK AND TERMINATE]
• Don't know/ [THANK AND TERMINATE]

GROUPING

RESPONDENTS SHOULD ONLY COUNT IN ONE GROUP

4. Vaccine Hesitant Parents - S1=YES AND S5=2-4
5. Pregnant and Vaccine Hesitant - S3=YES AND S5=2-4.
6. Planning Pregnancy and Vaccine Hesitant - S4=YES AND S5=2-4

Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians.

Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 10 minutes to complete.

CORE QUESTIONS

ASK ALL RESPONDENTS

Q1:
Over the past six weeks, have you seen, read or heard any advertising from the Government of Canada?

• yes
• no => GO TO T1A

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

• Cinema
• Facebook
• Internet website
• magazines
• newspaper (daily)
• newspaper (weekly or community)
• outdoor billboards
• pamphlet or brochure in the mail
• public transit (bus or subway)
• radio
• television
• Pinterest
• Twitter
• YouTube
• Instagram
• LinkedIn
• Spotify
• Snapchat
• Poster in medical clinics/establishments
• Mobile app
• Other, specify ___________________

Q3:
What do you remember about this ad?

Q4:
How did you know that it was an ad from the Government of Canada?

CAMPAIGN SPECIFIC QUESTIONS

ASK ALL RESPONDENTS

T1A:
Over the past six weeks, have you seen, read or heard any Government of Canada advertising about routine childhood vaccinations?

Recommended childhood immunizations include routine vaccines to prevent tetanus, diphtheria, pertussis (whooping cough), polio and measles, mumps, rubella (MMR) as well as haemophilus influenza type B (Hib). They also include recommended vaccines to prevent chicken pox (varicella), but do not include the COVID vaccine or the vaccines you get to prevent flu or in advance of travelling.

• Yes
• No => GO TO T1D

T1B:
Where have you seen, read or heard this ad about routine childhood vaccinations?

SELECT ALL THAT APPLY

• Cinema
• Facebook
• Internet website
• magazines
• newspaper (daily)
• newspaper (weekly or community)
• outdoor billboards
• pamphlet or brochure in the mail
• public transit (bus or subway)
• radio
• television
• Pinterest
• Twitter
• YouTube
• Instagram
• LinkedIn
• Spotify
• Snapchat
• Poster in medical clinics/establishments
• Mobile app
• Other, specify ___________________

T1C:
What do you remember about this ad?

ASK ALL RESPONDENTS

T1D:
On a scale of 1 to 5 where 1 is not at all, 5 is completely, and the midpoint 3 is moderately, how much do you trust recommended childhood vaccinations?

• 1 Not at all
• 2
• 3 Moderately
• 4
• 5 Completely
• Don't know

T1E:
In the past 12 months, have you looked for information about childhood vaccinations?

• Yes
• No
• Don't recall
• Don't know

T1F:
How much do you agree or disagree with each of the following statements, in general…

[COLUMNS]

• Strongly agree
• Somewhat agree
• Somewhat disagree
• Strongly disagree
• Don't know
• Prefer not to answer

[ROWS, RANDOMIZE]

• Childhood vaccines are safe.
• Childhood vaccines are effective.
• Childhood vaccines are important for my child's health.

M1:|
What impact, if any, has the recent COVID-19 pandemic had on your level of concern regarding:

[COLUMNS]

• A lot less concerned now
• Somewhat less concerned now
• About the same as before
• Somewhat more concerned now
• A lot more concerned now
• I do not recall
• I don't know
• I prefer not to answer

[ROWS, RANDOMIZE]

• Recommended childhood vaccinations
• The risk of your child(ren) catching COVID-19
• Your own risk of catching COVID-19

M2:
How does the COVID-19 pandemic affect your likelihood of getting the recommended childhood vaccines for your child(ren)? Would you say you are:

• More likely to get the recommended childhood vaccines
• Less likely to get the recommended childhood vaccines
• Does not affect your likelihood of getting the recommended childhood vaccines

T1H:
Here are some ads that have recently been broadcast on various media. Click here to watch and listen.

[INSERT VIDEO, OOH AND DIGITAL ADS]

[CLICK TO GO TO THE NEXT PAGE]

Over the past six weeks, have you seen, read or heard these ads?

• yes
• no => GO TO T1J

T1I:
Where have you seen, read or heard these ads?

SELECT ALL THAT APPLY

• Cinema
• Facebook
• Internet website
• magazines
• newspaper (daily)
• newspaper (weekly or community)
• outdoor billboards
• pamphlet or brochure in the mail
• public transit (bus or subway)
• radio
• television
• Pinterest
• Twitter
• YouTube
• Instagram
• LinkedIn
• Spotify
• Snapchat
• Poster in medical clinics/establishments
• Mobile app
• Other, specify ___________________

T1J:
What do you think is the main point these ads are trying to get across?

T1K:
Please indicate your level of agreement with the following statements about these ads?

[ASK T1L IF T1H=YES

T1L:
Did you do any of the following as a result of seeing the ads? Please select all that apply

• Visited the Canada.ca/ChildhoodVaccines website
• Discussed vaccination with my health professional
• Discussed vaccination with a friend or family member
• Shared the information
• Decided to vaccinate my child
• Looked for vaccination information online
• Thought more about vaccinations for my child(ren)
• Other, specify ___________________
• I didn't do anything as a result of seeing the ad

DEMOGRAPHIC QUESTIONS

D1:
Which of the following categories best describes your current employment status? Are you…

SELECT ONE ONLY

• working full-time (30 or more hours per week)
• working part-time (less than 30 hours per week)
• self-employed
• unemployed, but looking for work
• a student attending school full-time
• retired
• not in the workforce (Full-time homemaker or unemployed but not looking for work)
• other employment status

D2:
What is the highest level of formal education that you have completed?

SELECT ONE ONLY

• grade 8 or less
• some high school
• high school diploma or equivalent
• registered Apprenticeship or other trades certificate or diploma
• college, CEGEP or other non-university certificate or diploma
• university certificate or diploma below bachelor's level
• bachelor's degree
• postgraduate degree above bachelor's level

D3:
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

• under $20,000
• between $20,000 and $40,000
• between $40,000 and $60,000
• between $60,000 and $80,000
• between $80,000 and $100,000
• between $100,000 and $150,000
• $150,000 and above
• Prefer not to say

D4:
Where were you born?

• born in Canada
• born outside Canada - Specify the country:

ASK IF D4=BORN OUTSIDE CANADA

D5:
In what year did you first move to Canada?

• YYYY

ADMISSIBLE RANGE: 1900-2021

D6:
What is the language you first learned at home as a child and still understand?

SELECT UP TO TWO

• English
• French
• Other language, specify ___________________

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.