EXECUTIVE SUMMARY
Prepared for Health Canada
Supplier name: Ipsos Public Affairs
Contract Number: HT372-215043/001/CY
Contract value: $32,733.30
Award Date: January 20th, 2022
Delivery Date: March 31st, 2022
Registration number: POR 109-21
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
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
Prepared for Health Canada and the Public Health Agency of Canada
Supplier name: Ipsos Public Affairs
March 2022
This public opinion research report presents the methodology of the Post-Campaign ACET survey for COVID-19 Public Education Campaigns in 2021-22: Normalizing Public Health Measures and Personal Risk Assessment online survey conducted by Ipsos Public Affairs on behalf of Health Canada and the Public Health Agency of Canada. The research study was conducted with n=2,003 Canadians aged 18 -39 between February 15th and March 8th, 2022.
Cette publication est aussi disponible en français sous le titre : Sondage post-campagne OECP pour les campagnes d'éducation du publique COVID-19 en 2021-22 : Normalisation des mesures de santé publique et évaluation des risques personnels.
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:
H14-403/2022E-PDF
International Standard Book Number (ISBN):
978-0-660-43761-3
Related publications (registration number: POR 20-30)
Catalogue Number H14-403/2022F-PDF (Final Report, French)
ISBN 978-0-660-43762-0
© Her Majesty the Queen in Right of Canada, as represented by the Minister of Health, 2022
Throughout the COVID-19 pandemic situation in Canada public health measures continue to play an important role in limiting the spread of the virus and variants. However, there is increasing public fatigue with continuing to practice these measures, particularly among youth and young adults.
It is important to communicate and normalize the practice of public health measures to help Canadians stay healthy and to continue preventing the spread of COVID-19. To achieve this, COVID-19 public education efforts continue to play an important role as part of the Government of Canada’s ongoing pandemic response. From December 2021 to mid-January 2021, HC and PHAC launched a +$2 million national advertising campaign to increase awareness of and interest in practicing public health measures. The campaign targeted Canadians aged 18 to 39 years using a mix of media including digital, social media, billboards, and cinema.
Overall, the campaign sought to achieve the following objectives:
The target populations of the campaign were Canadian youth and young adults aged 18 to 39 years.
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:
The survey was conducted online with a sample of n=2,003 Canadians between the ages of 18 and 39 years old. Quotas were set to ensure representation by region, age and gender, according to the latest Census information. Respondents were drawn from the Ipsos i-Say panel and a partner vendor panel, Canadian Viewpoint.
Within the sample of n=2,003, a minimum quota of n=100 Indigenous peoples with some speaking/reading one of these languages: Inuktitut, Cree, or Ojibway was achieved. As well, a minimum quote of n=300 respondents self-identifying as part of specific ethnic communities, including a minimum of 100 speaking/reading or living with someone speaking/reading one of these languages: Arabic, Cantonese, Farsi, Hindi, Korean, Mandarin, Punjabi, Spanish, Tagalog, Tamil, Urdu, Vietnamese) was achieved.
In the end, we obtained our targets through natural fallout, without having to oversample (note that one person can fall into more than one category).
Indigenous peoples, ethnic communities and languages were identified using these questions:
Interviews 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 took 7 minutes to complete.
A pre-test was conducted on February 15th with a sample of n=27 respondents (16 in English and 11 in French), to confirm survey length before fully deploying the questionnaire. In the pre-test, 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 during the pre-test.