Prepared for Health Canada
Supplier name: Ipsos Public Affairs
Contract
Number: HT372-213780/001/CY
Contract value: $68,294.49
Award Date:
November 19th, 2021
Delivery Date: April 29th, 2022
Registration number:
POR 029-21
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
Baseline and Post-Campaign ACET Survey for Dementia Advertising
Campaign
Executive Summary
Prepared for Health Canada and the Public Health Agency of Canada
Supplier
name: Ipsos Public Affairs
April 2022
This public opinion research report presents the methodology of the Baseline and Post-Campaign ACET Survey for Dementia Advertising Campaign online survey conducted by Ipsos Public Affairs on behalf of Health Canada and the Public Health Agency of Canada. The baseline survey was conducted with a sample of n=2,001 Canadians ages 18+ between December 16th and December 30th, 2021, and the post-campaign survey was conducted with a sample of n=2,013 Canadians ages 18+ between March 14th and March 25th, 2022.
Cette publication est aussi disponible en français sous le titre : Sondage de référence OECP et post sondage pour la campagne de sensibilisation sur la démence.
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:
H14-402/2022E-PDF
International Standard Book Number (ISBN):
978-0-660-43758-3
Related publications (registration number: POR 21-11)
Catalogue Number
H14-402/2022F-PDF (Final Report, French)
ISBN 978-0-660-43760-6
©Her Majesty the Queen in Right of Canada, as represented by the Minister of Health, 2022
As announced in the 2019 Budget, the Public Health Agency of Canada (PHAC) has received $50 million over five years, starting in 2019–20, to support key elements of the implementation of Canada's first national dementia strategy.
In Canada between April 2017 and March 2018, almost 452,000 people over 65 were living with diagnosed dementia and nearly 85,000 people older than 65 were newly diagnosed with dementia. These numbers only include people who have had a formal diagnosis from a health care provider. As such, the number of people living with dementia in Canada may be higher. Those diagnosed with young onset dementia are also not included in these statistics.
Stigma can discourage a person from seeking diagnosis, educating themselves about the disease, and participating in research. It can also lead others to react in ways that reduce the quality of life of people living with dementia such as patronizing, isolating, and discriminating against a person with the disease. 1
There is no cure for dementia and some risk factors are non-modifiable however, several studies suggest that applying healthy lifestyle behaviours and modifying certain risk factors can delay or lower the chances of developing dementia. While age is the strongest known risk factor for cognitive decline, dementia is not a natural or inevitable consequence of aging.
As such, the Public Health Agency of Canada (PHAC) will be implementing a social marketing strategy starting in 2020 and ending in 2024, to support stigma reduction and dementia risk reduction. Adopting a two-pronged, phased approach, the strategy will include an advertising campaign in September of 2021 to generate awareness and educate Canadians about dementia, risks, and stigma, and promote healthy lifestyle behaviours.
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 objectives of the research
were as follows:
The results of this research will allow HC and PHAC to evaluate the performance of this campaign. It will also help HC and PHAC to improve any future phases of the campaign (or similar).
The target audience of the research was Canadians aged 18+.
This project involved two (2) online surveys – a baseline survey and a post-campaign survey. Both surveys were executed online using a non-probability online panel. This is the standard approach for all Government of Canada advertising evaluation surveys. The initial baseline survey was conducted before the campaign launched and the post-campaign survey was conducted following the completion of the campaign.
Respondents for the survey were drawn from the Ipsos' i-Say panel and a trusted partner panel vendor, Canview. The baseline survey was conducted with a sample of n=2,001 Canadians ages 18+ and the post-campaign survey was conducted with a sample of n=2,013 Canadians ages 18+. Survey respondents took the survey in the official language of their choice, either English or French.
For the baseline survey a pre-test was conducted on December 16th, 2021, with 66 completes (31 English / 35 French), to confirm survey length before fully deploying the questionnaire. An open-ended question was asked at the end of the survey where any problems with the clarity of the survey questions could be brought to our attention; no issues were flagged. The survey was fully launched and ran between December 16th, 2021, and December 30th, 2021.
For the post-campaign survey, a pre-test was conducted on March 14th, 2022, with 49 completes (26 English / 23 French). No issues were flagged. The survey was fully launched and ran between March 14th and March 25th, 2022.
For both surveys, quotas were set to ensure representation by region, age, and gender, according to the latest Census information.
In both surveys, we observed a natural fall out of respondents who provide services to the public in the following sectors: retail, transportation, health, food, and banking. The following question was asked:
Do you work in any of the following sectors in a position that requires you to interact with people on a regular basis?
Retail
Transportation/car
maintenance
Banking
Restaurant/bar/hospitality
Health services
I
work in one of these sectors, but I do not interact with people on a regular
basis. exclusive
I do not work in one of these sectors exclusive
Prefer
not to answer/ don't know exclusive
Service provider (Natural fall out):
| Baseline Survey | Post-campaign Survey | |
| Retail | 145 | 153 |
| Transportation/car maintenance | 43 | 31 |
| Banking | 39 | 38 |
| Restaurant/bar/hospitality | 60 | 58 |
| Health services | 134 | 141 |
The sampling methodology utilized email invitations + router technology to invite participants. Each participant received a unique URL link. This link could only be used once, with respondents being allowed to pause during completion and return to complete. On average, each survey was completed within 10 minutes.
Ipsos partnered with Canadian Viewpoint Inc., on the fieldwork and in obtaining the required sample. Ipsos and Canadian Viewpoint have over 200,000 active panelists. Like Ipsos, Canadian Viewpoint uses mixed-mode strategies (phone/online/in-person) to build its panel permitting more representative samples. Canadian Viewpoint's online consumer panel is also recruited using post screeners during telephone surveys, Facebook, online vetted list and during in-person studies. Incentives are not used for recruitment purposes to ensure quality, but respondents are incentivized for completing survey directly proportionate to the amount of time taken to complete the survey and with comparable incentives offered by other online panel sources.
The comprehensive background profiling data gathered when respondents join a panel allows for the targeting of respondents based on key criteria, such as region, age, gender, education and income level, intention to buy a home within 12 months, profession, and other characteristics.
The data excludes any duplicate respondents based on IP capture and excludes panelists who have completed another Government of Canada survey in the previous 30 days as a member of that panel.
The table below shows the unweighted and weighted distributions of the online sample. Weighting was applied to the sample to ensure that the final data reflects the general adult population by region, age, and gender according to the 2016 Census. A Random Iterative Method (RIM) technique was applied for weighting. Note: totals may not add to 100% due to rounding.
Weighted and Unweighted Online Sample
The figures presented in the table above show minimal differences between the unweighted and weighted samples. As a result of the strong representativeness of the unweighted data the largest weight factor that was applied for any respondent is 1.34, which is well within acceptable ranges for a survey of the general population.
For this survey, a non-probability sample was used. Therefore, a response rate cannot be calculated.
However, the participation rate for the baseline survey was 95% and post-campaign survey was 89%. The post-campaign rate is lower because more cases were excluded based on having completed a similar survey within 30 days or the baseline ACET wave. Participation rate is calculated as follows: Participation Rate = R/(R+IS+U).
| Completions | Baseline Survey | Post-campaign Survey |
| Invalid Cases | 389 | 922 |
| Unresolved (U) | 0 | 0 |
| In-scope non-responding (IS) | 138 | 436 |
| Responding units (R) | 2685 | 3368 |
| Participation Rate | 95% | 89% |
Online survey cases can be broken down into four broad categories:
Invalid Cases
These can include only clearly invalid
cases (for example, invitations mistakenly sent to people who did not qualify
for the study, incomplete or missing email addresses in a client-supplied
list).
Unresolved (U)
These include all the cases where it
cannot be established whether the invitation was sent to an eligible or an
ineligible respondent or unit (for example, when email invitations bounce back
or remain without an answer before the candidate could be qualified).
In-scope non-responding (IS)
These include all refusals,
either implicit or explicit; all non-contacts and early break-offs of known
eligible cases; and other eligible non-respondents (due to illness, leave of
absence, vacation or other).
Responding units (R)
These include cases who have
participated but who were disqualified afterwards (for example, when admissible
quotas have been reached). It also includes all completed surveys or partially
completed surveys that meet the criteria set by the researcher to be included in
the analysis of the data.
Unresolved (U), in-scope (IS), and responding units (R) are all included in the broad category of "potentially eligible" cases. However, invalid cases are not included in the calculation of outcome rates.
For this survey a router was used to screen potential respondents and assign them to one of several surveys. Given this, it is not possible to estimate the number of cases "invited" to participate and whether they were eligible or not. Therefore, it is not possible to estimate the "unresolved" cases. For this survey, responding units is broken out as follows.
| Completions | Baseline Survey | Post-campaign Survey |
| Over quota | 684 | 1355 |
| Qualified Completes | 2001 | 2013 |
| Responding units (R) | 2685 | 3368 |
The sample routing technology uses weighted randomization to assign surveys to participants. Upon entry into the system, panelists are checked to ensure they have not exceeded survey participation limits. A list of potential survey matches is determined for each panelist based upon the information we know about them. Panelists may be asked additional screening questions within the system to ensure they meet the project criteria. Priority may be given to surveys that are behind schedule; however, this is kept to a minimum as survey randomization must remain in place as a key element for preventing bias. In this case, limited prioritization was applied during the field window, therefore there is a low chance of sample bias.
The results of this survey are not statistically projectable to the target population because the sampling method used does not ensure that the sample represents the target population with a known margin of sampling error. Reported percentages are not generalizable to any group other than the sample studied, and therefore no formal statistical inferences can be drawn between the sample results and the broader target population it may be intended to reflect. The data have been weighted to reflect the demographic composition of Canadian adults aged 18 years and over.
The table below compares the unweighted survey samples to the 2016 Census results by region, age, and gender. Overall, the sample is highly representative of the national adult population.
|
Baseline Survey |
Post-campaign Survey | |||
| Unweighted Percentage | Census 2016 Proportions | Unweighted Percentage | Census 2016 Proportions | |
| Region* | ||||
| British Columbia /Territories | 14% | 14% | 14% | 14% |
| Alberta | 11% | 11% | 12% | 11% |
| Prairies (MB/SK) | 7% | 7% | 6% | 7% |
| Ontario | 38% | 38% | 38% | 38% |
| Quebec | 23% | 23% | 23% | 23% |
| Atlantic | 6% | 7% | 7% | 7% |
| Gender | ||||
| Male | 47% | 49% | 48% | 49% |
| Female | 52% | 51% | 51% | 51% |
| Diverse | <1% | <1% | <1% | <1% |
| Age | ||||
| 18-34 | 26% | 27% | 27% | 27% |
| 35-54 | 34% | 34% | 34% | 34% |
| 55+ | 39% | 40% | 39% | 40% |
|
Gender by Age* | ||||
| Male 18 - 24 | 4% | 6% | 5% | 6% |
| Male 25 - 34 | 8% | 8% | 8% | 8% |
| Male 35 - 44 | 8% | 8% | 8% | 8% |
| Male 45 - 54 | 9% | 9% | 9% | 9% |
| Male 55 - 64 | 9% | 9% | 9% | 9% |
| Male 65 - 100 | 10% | 10% | 10% | 10% |
| Female 18 - 24 | 5% | 5% | 5% | 5% |
| Female 25 - 34 | 8% | 8% | 8% | 8% |
| Female 35 - 44 | 8% | 8% | 8% | 8% |
| Female 45 - 54 | 9% | 9% | 9% | 9% |
| Female 55 - 64 | 9% | 9% | 9% | 9% |
| Female 65 - 100 | 11% | 12% | 11% | 12% |
| Gender Diverse | <1% | <1% | <1% | <1% |
* Denotes variables included in the weighting scheme.
Differences among the variables used in the weighting scheme are minimal. The distribution in the sample is consistent, with only slight differences observed between the unweighted percentages and the 2016 Census data.
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
To view our privacy policy, click here.
If you require any technical assistance, please contact Ipsos at mailto:daniel.kunasingam@ipsos.com
SELECT ALL THAT APPLY
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
YEAR (1910 – 2003)
ADMISSIBLE RANGE 1910-2003
IF > 2003, THANK AND TERMINATE
ASK D IF
QUESTION C IS LEFT BLANK
SELECT ONE ONLY
IF "LESS THAN 18 YEARS OLD" OR "BLANK", THANK AND TERMINATE
SELECT ONE ONLY
SCREENER QUESTIONS TO IDENTIFY CANADIANS 18+ THAT PROVIDE SERVICES TO THE PUBLIC IN THE FOLLOWING SECTORS: RETAIL, TRANSPORTATION, HEALTH, FOOD AND BANKING.
[IF RETAIL, TRANSPORTATION, BANKING, RESTAURANT/BAR/HOSPITALITY in F]
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
[RANDOMIZE]cinema
Facebook
Internet website
magazines
newspaper
(daily)
newspaper (weekly or community)
outdoor billboards
restaurant
or mall 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
[LAST] 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?
ASK ALL RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any Government of Canada advertising about how to support a person living with dementia in your community?
T1B: Where have you seen, read or heard this ad about how to support a person living with dementia in your community?
SELECT ALL THAT APPLY
[RANDOMIZE]
cinema
Facebook
Internet website
magazines
newspaper
(daily)
newspaper (weekly or community)
outdoor billboards
restaurant
or mall 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
[LAST] Other, specify
___________________
T1C: What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
T1D. To what extent would you be able to identify a person that may be living with dementia?
To a large extent
To a moderate extent
To a small extent
Not at
all
Prefer not to answer
T1E. As far as you know, what are possible signs and symptoms of dementia? Please read each item in the list and select each one that applies.
[RANDOMIZE]
Loss of sense of time
Anxiety
Confusion
Loss of memory
Difficulty
being understood
Difficulty understanding
others
Depression
Irritability
Aggression
Loss of
coordination
Wandering
Changes in sleep
Changes in
appetite
Delusions and hallucinations
[THIRD LAST] Other (Please
specify):
[SECOND LAST] None of the above
[LAST] Don't know
T1F. How comfortable would you feel interacting with someone who may be living with dementia
[Ask to services providers only [CODES 1-5 IN QF] at your workplace? (For example: you are serving a person who seems confused or repeats himself or does not seem to understand what you are saying.)
[Ask all other respondents] in your community? (For example: you are in line at the pharmacy and the person is front of you seems confused and perhaps anxious.)
Very comfortable
Somewhat comfortable
Not very comfortable
Not at
all comfortable
Don't know
Prefer not to answer
T1G. To what extent do you agree or disagree with the following statement:
[Ask service providers only [CODES 1-5 IN QF]] I am well equipped in my workplace to effectively interact with people who may be living with dementia.
[Ask to all other respondents] I would know how to help a person who may be living with dementia should they need it.
Strongly agree
Agree
Disagree
Strongly disagree
Don't
know
Prefer not to answer
T1H. Have you been diagnosed with dementia?
Yes
No
Don't know
Prefer not to answer
T1I. Do you currently have or have had a family member living with dementia?
Yes
No
Don't know
Prefer not to answer
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
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
[ethnic]
D4a. When it comes to your ethnocultural background, do you identify as any of the following? Select all that apply
D5: Where were you born?
ASK IF D5=BORN OUTSIDE CANADA
D6: In what year did you first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2021
D7: What is (are) the language(s) 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 7 minutes to complete.
START SURVEY
To view our privacy policy, click here.
If you require any technical assistance, please contact Ipsos at mailto:daniel.kunasingam@ipsos.com
SELECT ALL THAT APPLY
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
YYYY
ADMISSIBLE RANGE 1900 -2004
IF > 2003, THANK AND
TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
SELECT ONE ONLY
IF "LESS THAN 18 YEARS OLD" THANK AND TERMINATE
SELECT ONE ONLY
SCREENER QUESTIONS TO IDENTIFY CANADIANS 18+ THAT PROVIDE SERVICES TO THE PUBLIC IN THE FOLLOWING SECTORS: RETAIL, TRANSPORTATION, HEALTH, FOOD AND BANKING.
[IF RETAIL, TRANSPORTATION, BANKING, RESTAURANT/BAR/HOSPITALITY in F]
ASK ALL RESPONDENTS
Q1: Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Q2: Deleted
Q3: Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
Q4: Deleted
ASK ALL RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any Government of Canada advertising about how to support a person living with dementia in your community?
T1B: Where have you seen, read or heard this ad about how to support a person living with dementia in your community?
SELECT ALL THAT APPLY
Printed publications | |
| Print newspaper | |
|
Broadcasting | |
| Television | |
|
Online / digital | |
| Internet website | |
| Online news sites | Web search (e.g. Google, Bing) YouTube |
|
Mandatory option(s): | |
| Other, specify: | |
T1C: What do you remember about this ad?
ASK ALL RESPONDENTS
T1D. To what extent would you be able to identify a person that may be living with dementia?
To a large extent
To a moderate extent
To a small extent
Not at
all
Prefer not to answer
T1E. As far as you know, what are possible signs and symptoms of dementia? Please read each item in the list and select each one that applies.
[RANDOMIZE]
Loss of sense of time
Anxiety
Confusion
Loss of memory
Difficulty
being understood
Difficulty understanding
others
Depression
Irritability
Aggression
Loss of
coordination
Wandering
Changes in sleep
Changes in
appetite
Delusions and hallucinations
[THIRD LAST] Other (Please
specify):
[SECOND LAST] None of the above
[LAST] Don't know
T1F. How comfortable would you feel interacting with someone who may be living with dementia
[Ask to services providers only [CODES 1-5 IN QF] at your workplace? (For example: you are serving a person who seems confused or repeats himself or does not seem to understand what you are saying.)
[Ask all other respondents] in your community? (For example: you are in line at the pharmacy and the person is front of you seems confused and perhaps anxious.)
Very comfortableT1G. To what extent do you agree or disagree with the following statement:
[Ask service providers only [CODES 1-5 IN QF]] I am well equipped in my workplace to effectively interact with people who may be living with dementia.
[Ask to all other respondents] I would know how to help a person who may be living with dementia should they need it.
Strongly agreeT1H. Have you been diagnosed with dementia?
Yes
No
Don't know
Prefer not to answer
T1I. Do you currently have or have had a family member living with dementia?
Yes
No
Don't know
Prefer not to answer
T1H: Here are some ads that have recently been broadcast on various media. Click here to watch.
[INSERT VIDEO, PRINT ANDWEB BANNERADS]
[CLICK TO GO TO THE NEXT PAGE]
Over the past three weeks, have you seen, read or heard these ads?
T1I: Where have you seen, read or heard these ads?
SELECT ALL THAT APPLY
Printed publications | |
| Print newspaper | |
|
Broadcasting | |
| Television | |
|
Online / digital | |
| Internet website | |
| Online news sites | Web search (e.g. Google, Bing) YouTube |
|
Mandatory option(s): | |
| 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?
RANDOMIZE STATEMENTS
| 1 Strongly Disagree |
2 | 3 | 4 | 5 Strongly Agree | |
| These ads catch my attention | o | o | o | o | o |
| These ads are relevant to me | o | o | o | o | o |
| These ads are difficult to follow | o | o | o | o | o |
| These ads do not favour one political party over another | o | o | o | o | o |
| These ads talk about an important topic | o | o | o | o | o |
| These ads provide new information | o | o | o | o | o |
| These ads clearly convey how to support people who live with dementia | o | o | o | o | o |
| These ads help reduce negative perception of people living with dementia |
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: 1900-2022
D7: What is (are) the language(s) 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.
What features of stigma do the public most commonly attribute to Alzheimer's disease dementia? Results of a survey of the U.S. general public (2018): https://www.sciencedirect.com/science/article/pii/S1552526018300256