Prepared for Health Canada
Supplier name: Ipsos Public Affairs
Contract Number: HT372-215150/001/CY
Contract value: $64,534.07
Award Date: January 20, 2022
Delivery Date: April 20, 2022
Registration number: POR-108-21
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
April 2022
Prepared for Health Canada and the Public Health Agency of Canada
Supplier name: Ipsos Public Affairs
This public opinion research report presents the methodology of the ACET Surveys for the COVID-19 Vaccination for Children and Vaccine Booster Advertising Campaigns conducted by Ipsos Public Affairs on behalf of Health Canada and the Public Health Agency of Canada. The research study for the for the Vaccination for Children advertising campaign was conducted with n=1,016 Canadian parents of Children between March 14th and March 24th, 2022, while the study for the Vaccine Booster advertising campaign was conducted with n=2,052 Canadians aged 18+ between March 8th and March 25th, 2022.
Cette publication est aussi disponible en français sous le titre : Sondages OECP pour les campagnes sur la COVID-19 concernant la vaccination des enfants et la dose de rappel
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:
H14-401/2022E-PDF
International Standard Book Number (ISBN):
978-0-660-43756-9
Related publications (registration number: POR 108-21)
Catalogue Number H14-401/2022F-PDF (Final Report, French)
ISBN 978-0-660-43757-6
© Her Majesty the Queen in Right of Canada, as represented by the Minister of Health, 2022
In December 2019, a cluster of cases of pneumonia was reported in Wuhan, China; the cause was confirmed as a new coronavirus (COVID-19) that had not previously been identified in humans. The situation quickly evolved into a worldwide pandemic. As of late February 2021, there were more than 852,000 confirmed cases in Canada and over 21,000 deaths. COVID-19 daily epidemiology update - Canada.ca
As part of the Government of Canada’s COVID-19 response a series of advertising campaigns were launched aimed at encouraging eligible Canadians to be vaccinated. One of these campaigns sought to encourage parents and guardians to learn more about the COVID-19 vaccines for children 5-17, including how to book an appointment for eligible children, to help kids get back to being kids. Another campaign sought to encourage people living in Canada 18 plus who are fully vaccinated and eligible for a third shot to get their booster shots when they are available to them.
Two separate online surveys were conducted to assess the impact of the campaigns. The Vaccination for Children survey was conducted between March 14th and March 24th, 2022, and the Vaccine Booster survey was conducted between March 8th and March 25th, 2022. Both surveys were conducted in English and French.
Ipsos programmed, hosted, and provided sample management services, while Health Canada and Public Health Agency of 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 $64,534.07, including HST (which encompassed both studies).
The research involved conducting an online post-campaign survey to evaluate the campaign using the Government of Canada’s ACET (Advertising Campaign Evaluation Tool). The objectives of the post-campaign survey were as follows:
The target audience of the research was as follows:
COVID-19 Vaccination for Children Campaign:
Vaccine Booster Campaign:
The survey for the Vaccination for Children campaign was conducted online with a sample of n=1,016 Canadian parents of children under age 18. Quotas were set to ensure representation by region according to the latest Census information. Respondents were drawn from a partner vendor panel, Canadian Viewpoint.
The survey for the Vaccine Booster campaign was conducted online with a sample of n=2,052 Canadians ages 18+. Quotas were set to ensure representation by region, age, and gender according to the latest Census information. Respondents were drawn from a partner vendor panel, Dynata.
For Vaccine Booster, within the sample of n=2,052, we obtained our targeted sub-groups through natural fallout, without having to oversample (note that one person can fall into more than one category).
Indigenous peoples and ethnic communities were identified using the following question:
Both surveys were conducted in English and French, with respondents being able to complete the survey in either official language of their choice.
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, the online survey for Vaccination for Children took 9 minutes to complete, while Vaccine Booster took 6 minutes to complete.
A pre-test for Vaccination for Children was conducted on March 15th with a sample of n=16 respondents (12 in English and 4 in French), to confirm survey length or any data issues before fully deploying the questionnaire. A pre-test for Vaccine Booster was conducted on March 8th with a sample of n=45 respondents (23 in English and 22 in French). No issues were flagged during either pre-test.