Report - Pre and Post Advertising Campaign Evaluation Tool (ACET) for COVID-19 Fall Booster and 6 months-4 years old Vaccination Campaigns

Submitted to Health Canada
Contract Number HT372-224742

Prepared By: Leger

Contract value: $96,314.42$ (Including applicable taxes)
Award date: August 18, 2022
Delivery date: March 24, 2023

Registration number: POR 029-22

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.

Pre and Post Advertising Campaign Evaluation Tool (ACET) for COVID-19 Fall Booster and 6 months-4 years old Vaccination Campaigns

Report

Prepared for Health Canada
Supplier Name: Leger
March 2023

This report presents the methodology of online surveys conducted by Leger on behalf of Health Canada. The research was conducted in two waves, a pre-campaign and a post-campaign. The objective of these surveys was to evaluate two campaigns implemented by the Government of Canada on vaccination against COVID-19. One campaign focused on children's vaccination against COVID-19 while the other was aimed at the general population of Canada and focused on the vaccination of the Canadian population. For both waves, parents and respondents from the general population of Canada (with quotas on Indigenous respondents and respondents for racialized communities) were targeted. The first wave of research (pre-campaign) was conducted between August 25 and September 10, 2022, and the second wave of research (post campaign) was conducted between November 10 and 22, 2022.

Cette publication est aussi disponible en français sous le titre : Évaluation de la base de référence et post-campagne (OECP) pour les campagnes sur la dose de rappel contre COVID-19 de l'automne et celle des vaccins contre la COVID-19 pour les enfants : Les questions.

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: H14-433/2023E-PDF
International Standard Book Number (ISBN): 978-0-660-47964-4

Related publications (registration number: POR 029-22):
Catalogue Number: H14-433/2023F-PDF (Final Report, French)
ISBN 978-0-660-47965-1

©His Majesty the King in Right of Canada, as represented by the Minister of Health, 2023.

Table of Contents

1. Summary

Leger is pleased to submit this report to Health Canada detailing the methodology of online surveys assessing ad recall for two COVID-19 Vaccination Campaigns. The goals of these campaigns were to raise awareness and provide information to contribute to increase the uptake of the vaccines.

1.1 Background and Objectives

The COVID-19 response is a Government of Canada priority, including the availability of vaccines for all people in Canada.

After more than two years of the pandemic, and now that most of Canadian adults are vaccinated with two doses, there is a sense of public fatigue or lack of commitment to public health measures and COVID-19 vaccination. However, it is important to remember that the COVID-19 virus is still present and that it is important for Canadians to go get their booster doses and to have their children vaccinated.

Having this in mind, two campaigns were created by the Government of Canada. The first one targeted parents of children six months to four years of age and had the following objectives:

The second one targeted the general population of Canada with quotas on indigenous respondents and respondents from racialized communities and had the following objective of encouraging people living in Canada who are fully vaccinated and eligible, to get their booster and additional shots when they are available to them.

Given that the advertising investment for these campaigns exceed $1 million, Health Canada was required to conduct evaluations of the campaigns using the Advertising Campaign Evaluation Tool (ACET).

The objectives of the research were as follows:

1.2 Application of results

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

1.3 Methodology - Quantitative research

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

The target audiences for the survey were the general Canadian population and parents of children between 6 months and 12 years old. It should be noted that for the pre-test of the campaign, only parents of children aged 6 months to 4 years were targeted. For the post-test, parents of children aged 6 months to 12 years were targeted.

Quotas were set to ensure a minimum of the main target audiences of interest, namely 18 - 34-year-olds, individuals who identify as Indigenous or belong to a racialized community, as well as parents of children 6-months-to-4-years-old in the general population portion of the sample. A minimum quota of 500 was set for 18-34-year-olds. The rest were soft quotas that helped ensure reaching a sufficient subsample size for each of the targets: 90 Indigenous-identifying individuals, 440 racialized communities, and 200 parents of children 6 months to 4 years old were the established soft quotas for the general population portion. No regional quotas were set but we ensured a minimum number in every region of the country.

Based on data from Statistics Canada's 2021 national census, Leger weighted the results of the parents' sample of this survey by gender, regions, and language, whereas the general population sample was weighted by gender, age, language, education level, place of birth, and ethnicity.

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 baseline is presented in Appendix B and the questionnaire for the post-campaign is presented in Appendix C.

Details for the baseline study

Fieldwork for the baseline portion of the survey was conducted from August 25 to September 9, 2022, for the parents' portion, and from August 30 to September 10 for the general population portion. The national participation rate for the survey was around 7% for the parent's portion and 13% for the general population portion. 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 August 25, 2022.

A total sample of 600 parents of children aged between 6 months and 4 years old were surveyed in all regions of the country, as well as 2,000 Canadian adults from the general population. The following table shows the effective samples collected:

Table 1. Distribution by Region for the first wave (baseline)
Regions Parents sample
n=		 General population sample
n=
Atlantic 38 119
Quebec 139 458
Ontario 226 782
Prairies (Saskatchewan + Manitoba) 51 140
Alberta 58 206
British Columbia + Territories 88 295
TOTAL 600 2,000

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

Table 2. Distribution by Target Audiences for the first wave (baseline)
Group Parents sample
n=		 General population sample
n=
Parents of children 6 months-4 years old 600 247
18-34-year-old respondents 263 560
Indigenous-identifying respondents 23 127
Racialized communities (excluding Indigenous) 146 334

Details for the post-campaign study

Fieldwork for the second wave of the survey (post-campaign) was conducted from November 10 to 19, 2022, for the parents' portion and from November 10 to November 22, 2022, for the general population portion. The national participation rate for the survey was around 7% for the parents' portion and 13% for the general population portion, similar to the baseline survey. 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 November 10, 2022.

A total sample of 1,001 parents of children aged between 6 months and 12 years old (with a quota of 200 parents of children of 6 months to 4 years of age) were surveyed in all regions of the country, as well as 2,000 Canadian adults from the general population. The following table shows the effective samples collected:

Table 3. Distribution by Region for the second wave (post-campaign)
Regions Parents sample
n=		 General population sample
n=
Atlantic 64 148
Quebec 231 459
Ontario 369 777
Prairies (Saskatchewan + Manitoba) 78 123
Alberta 122 221
British Columbia + Territories 137 272
TOTAL 1,001 2,000

The following table shows the effective sample collected by Leger:

Table 4. Distribution by Target Audiences for the second wave (post-campaign)
Group Parents sample
n=		 General population sample
n=
Parents of children 6 months-4 years old 1,001 255
18-34 year old respondents 292 572
Indigenous-identifying respondents 55 101
Racialized communities (excluding Indigenous) 231 375

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 August 25 to September 9, 2022, for the parent portion and from August 30 to September 10, 2022, for the general population portion. The national participation rate for the survey was around 7% for the parents' portion and 13% for the general population portion. A pre-test of the questionnaire in English and French was completed on August 25, 2022. 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 2,600 Canadians were surveyed, in all regions of the country (600 respondents for the parent portion and 2,000 from the general population).

Fieldwork for the second wave of the survey was conducted from November 10 to 19, 2022, for the parent portion and from November 10 to November 22, 2022, for the general population portion. The national participation rates for the survey were similar to those of the first wave. A pre-test of the questionnaire in English and French was completed on November 10, 2022. 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 3,001 Canadians were surveyed, in all regions of the country (1,001 respondents for the parent portion and 2,000 from the general population).

Based on data from Statistics Canada's 2021 national census, Leger weighted the results of the parents' sample of this survey by gender, regions, and language, whereas the general population sample was weighted by gender, age, language, education level, place of birth, and ethnicity. 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 national participation rate for the survey was around 7% for the parents' portion and 13% for the general population portion, both for the baseline and post-campaign waves. 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.

Table 5. Participation rate for the first wave (baseline)
  Parents General population
Invalid cases
Invitations mistakenly sent to people who did not qualify for the study 708 293
Incomplete or missing email addresses - -
Unresolved (U) 7,564 12,575
Email invitations bounce back 16 22
Email invitations unanswered 7,548 12,553
In-scope non-responding units (IS) 124 187
Non-response from eligible respondents - -
Respondent refusals 66 85
Language problem - -
Selected respondent not available (illness; leave of absence; vacation; other) - -
Early breakoffs 58 102
Responding units (R) 610 2008
Completed surveys disqualified - quota filled 10 8
Completed surveys disqualified for other reasons - -
Completed interviews 600 2,000
POTENTIAL SAMPLE (U+IS+R) 8,298 14,770
Participation rate = R ÷ (U + IS + R) 7.4% 13.6%

Table 6. Participation rate for the second wave (post-campaign)
  Parents General population
Invalid cases
Invitations mistakenly sent to people who did not qualify for the study 778 307
Incomplete or missing email addresses - -
Unresolved (U) 12,975 12,937
Email invitations bounce back 18 24
Email invitations unanswered 12,957 12,913
In-scope non-responding units (IS) 124 187
Non-response from eligible respondents - -
Respondent refusals 68 65
Language problem - -
Selected respondent not available (illness; leave of absence; vacation; other) - -
Early breakoffs 93 115
Responding units (R) 1,014 2,000
Completed surveys disqualified - quota filled 13 0
Completed surveys disqualified for other reasons - -
Completed interviews 1,001 2,000
POTENTIAL SAMPLE (U+IS+R) 14,150 15,117
Participation rate = R ÷ (U + IS + R) 7.2% 13.2%

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

For both baseline and post-test surveys, the participation rate for the parents' portion and the general population portion were around 7% and 13% respectively. A 13% participation rate among the general population is consistent with similar surveys. On the other hand, because of the particularity of the target audience of parents of children aged between 6 months old and 4 years old, Leger had to invite a large number of parents to participate. Since the age of children is only identified by age brackets in the profile of the panelists, the question was asked to a large number of parents in order to identify those who qualify for the survey and reach the quotas. This explains why the parents' participation rate is lower than that of the general population.

A.1.6 Unweighted and Weighted Samples

Parents baseline and post-survey samples

The tables below present the geographic, gender and language distribution of the parents' target, before and after weighting for both survey waves.

Some proportions did not align with the actual population. The quotas placed for specific targets (parents, 18-34-year-olds, Indigenous, and racialized minorities) account for the discrepancies with the actual Canadian population. The weighting process corrected those differences.

Table 7. Unweighted and weighted parents sample distribution by region
Province / Territory Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
British Columbia + NT 88 86 137 143
Alberta 58 70 122 116
Prairies 51 38 78 64
Ontario 226 226 369 378
Quebec 139 138 231 230
Atlantic Canada 38 43 64 71

Table 8. Unweighted and weighted parents sample distribution by gender
Gender Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
Male 305 314 512 524
Female 294 285 488 476

Table 9. Unweighted and weighted parents sample distribution by language
Language Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
English 439 460 733 754
French 150 118 234 196
Other 47 53 92 103

General population baseline and post-survey samples

The tables below present the geographic, gender, age, language, education level, place of birth, and ethnicity distribution of the general population target, before and after weighting for both survey waves.

Some proportions did not align with the actual population. The quotas placed for specific targets (parents, 18-34-year-olds, Indigenous, and racialized minorities) account for the discrepancies with the actual Canadian population. The weighting process corrected those differences.

Table 10. Unweighted and weighted general population sample distribution by region
Province / Territory Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
British Columbia + NT 295 278 272 278
Alberta 206 223 221 223
Prairies 140 129 123 129
Ontario 782 774 777 774
Quebec 458 462 459 462
Atlantic Canada 119 135 148 135

Table 11. Unweighted and weighted general population sample distribution by gender
Gender Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
Male 976 967 980 971
Female 1,016 1,025 1,014 1,025

Table 12. Unweighted and weighted general population sample distribution by age
Age Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
18 to 24 225 202 224 202
25 to 34 335 332 348 332
35 to 44 322 330 320 330
45 to 54 353 314 366 314
55 to 64 345 351 358 351
65+ 420 472 384 472

Table 13. Unweighted and weighted general population sample distribution by language
Language Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
English 1,429 1,434 1,447 1,477
French 455 394 468 394
Other 205 243 184 203

Table 14. Unweighted and weighted general population sample distribution by education level
Education Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
High School or less 483 601 424 579
College / Trade 644 845 637 868
University 873 553 939 553

Table 15. Unweighted and weighted general population sample distribution by place of birth
Place of birth Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
Canada 1,694 1,562 1,619 1,562
Other 303 434 378 436

Table 16. Unweighted and weighted general population sample distribution by ethnicity
Ethnicity Baseline Post-campaign
Unweighted Weighted Unweighted Weighted
White 1,539 1,537 1,512 1,524
Chinese 132 124 101 96
Indigenous person 127 96 63 71
South Asian 85 87 118 115
Black 47 49 136 110
Other cultural groups 175 202 167 169

A.1.7 Weighting factors for both waves

The same weighting process was applied respectively to the parents 'sample and the general population sample 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 two different targets: general population, and parents of children aged between 6 months and 12 years old. Two different weightings were applied, one per profile.

Based on data from Statistics Canada's 2021 national census, Leger weighted the results of the parents' sample of this survey by gender, region, and language, whereas the general population sample was weighted by gender, age, language, education level, place of birth, and ethnicity.

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

Table 17. Weighting by gender and region for parents' sample
Gender*Region Weighting
British Columbia Male 7.40
British Columbia Female 6.89
Alberta Male 6.38
Alberta Female 5.23
Saskatchewan Male 1.63
Saskatchewan Female 1.28
Manitoba Male 1.80
Manitoba Female 1.64
Ontario Male 19.75
Ontario Female 17.97
Quebec Male 11.70
Quebec Female 11.23
New Brunswick Male 1.20
New Brunswick Female 1.04
Nova Scotia Male 1.51
Nova Scotia Female 1.39
Prince Edward Island / Newfoundland And Labrador Male 1.07
Prince Edward Island / Newfoundland And Labrador Female 0.89
Total 100%

Table 18. Weighting by language and region for parents' sample
Language * Region Weighting
Francophone - Rest of Canada 2.45
Francophone - Quebec 17.16
Non-francophone - Rest of Canada 74.62
Non-francophone - Rest of Canada 5.77
Total 100%

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

Table 19. Weighting by gender, age, and region for general population
Region * Gender * Age Weight
British Columbia Male 18-24 0.69
British Columbia Male 25-34 1.18
British Columbia Male 35-44 1.12
British Columbia Male 45-54 1.04
British Columbia Male 55-64 1.16
British Columbia Male 65+ 1.60
British Columbia Female 18-24 0.65
British Columbia Female 25-34 1.17
British Columbia Female 35-44 1.15
British Columbia Female 45-54 1.12
British Columbia Female 55-64 1.24
British Columbia Female 65+ 1.83
Alberta Male 18-24 0.61
Alberta Male 25-34 1.01
Alberta Male 35-44 1.09
Alberta Male 45-54 0.91
Alberta Male 55-64 0.90
Alberta Male 65+ 0.99
Alberta Female 18-24 0.57
Alberta Female 25-34 1.01
Alberta Female 35-44 1.09
Alberta Female 45-54 0.91
Alberta Female 55-64 0.92
Alberta Female 65+ 1.13
Manitoba/Saskatchewan Male 18-24 0.38
Manitoba/Saskatchewan Male 25-34 0.56
Manitoba/Saskatchewan Male 35-44 0.55
Manitoba/Saskatchewan Male 45-54 0.48
Manitoba/Saskatchewan Male 55-64 0.53
Manitoba/Saskatchewan Male 65+ 0.66
Manitoba/Saskatchewan Female 18-24 0.35
Manitoba/Saskatchewan Female 25-34 0.55
Manitoba/Saskatchewan Female 35-44 0.56
Manitoba/Saskatchewan Female 45-54 0.49
Manitoba/Saskatchewan Female 55-64 0.55
Manitoba/Saskatchewan Female 65+ 0.78
Ontario Male 18-24 2.12
Ontario Male 25-34 3.32
Ontario Male 35-44 3.00
Ontario Male 45-54 2.98
Ontario Male 55-64 3.29
Ontario Male 65+ 4.04
Ontario Female 18-24 1.97
Ontario Female 25-34 3.27
Ontario Female 35-44 3.19
Ontario Female 45-54 3.20
Ontario Female 55-64 3.47
Ontario Female 65+ 4.85
Quebec Male 18-24 1.09
Quebec Male 25-34 1.80
Quebec Male 35-44 1.89
Quebec Male 45-54 1.76
Quebec Male 55-64 2.07
Quebec Male 65+ 2.70
Quebec Female 18-24 1.04
Quebec Female 25-34 1.78
Quebec Female 35-44 1.89
Quebec Female 45-54 1.74
Quebec Female 55-64 2.11
Quebec Female 65+ 3.21
Atlantic Regions Male 18-24 0.32
Atlantic Regions Male 25-34 0.47
Atlantic Regions Male 35-44 0.47
Atlantic Regions Male 45-54 0.52
Atlantic Regions Male 55-64 0.63
Atlantic Regions Male 65+ 0.85
Atlantic Regions Female 18-24 0.30
Atlantic Regions Female 25-34 0.47
Atlantic Regions Female 35-44 0.50
Atlantic Regions Female 45-54 0.55
Atlantic Regions Female 55-64 0.67
Atlantic Regions Female 65+ 0.99

Table 20. Weighting by CMA for general population
CMAs Weight
British Columbia (Vancouver CMA) 7.37
British Columbia (Other) 6.55
Alberta (Calgary CMA) 3.90
Alberta (Edmonton CMA) 3.73
Alberta (Other) 3.50
Saskatchewan 2.93
Manitoba 3.51
Ontario (Toronto CMA) 16.92
Ontario (Other) 21.79
Quebec (Montreal CMA) 11.57
Quebec (Quebec City CMA) 2.30
Quebec (Other) 9.22
New-Brunswick 2.16
Nova-Scotia 2.71
Prince-Edward-Island 0.42
Newfoundland and Labrador 1.44
Total 100%

Table 21. Weighting by language and region for general population
Language * Region Weighting
Francophone - Rest of Canada 2.45
Francophone - Quebec 17.28
Non-francophone - Rest of Canada 74.47
Non-francophone - Rest of Canada 5.81
Total 100%

Table 22. Weighting by education level for general population
Education level Weighting
Primary/College 72.33
University - Rest of Canada 21.81
University - Quebec 5.86
Total 100%

Table 22. Weighting by presence of children in the household for general population
Presence of children in the household Weighting
Yes 27.67
No 72.33
Total 100%

Table 23. Weighting by ethnicity for general population
Ethnicity Weighting
Indigenous 4.81
Other 95.19
Total 100%

Table 23. Weighting by place of birth for general population
Place of birth Weighting
Canada 78.10
Other 21.90
Total 100%

Appendix B - Baseline Questionnaires

Parents of children 6 months - 4 years old

INTRODUCTION [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce 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 [BASELINE: 5 minutes / POST-CAMPAIGN: 7 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

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

b) What is your gender?

c) In what year were you born?

d) In which of the following age categories do you belong?

SELECT ONE ONLY

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

f) In which province or territory do you live?

SELECT ONE ONLY

IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE

e1. Are you the parent or legal guardian of a child age 6 months to 4 years?

[IF YES IN E1 ASK E2, ELSE TERMINATE]

e2. Please enter the age of your child(ren) below. If your child is under 1 years old, please enter 0

CORE QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

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

Q3:
Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?

CAMPAIGN-SPECIFIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

T1A:
Over the past six weeks, have you seen, read or heard any Government of Canada advertising about COVID-19 vaccines for children?

T1B:
Where have you seen, read or heard this ad about COVID-19 vaccines for children?

[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]

SELECT ALL THAT APPLY

Printed publications

Broadcasting

Online / digital

Out-of-home (indoor and outdoor signage)

The following are examples of signage locations.

Please select those that apply or add ones specific to campaign.

Mandatory option(s):

T1C:
What do you remember about this ad?

ASK ALL RESPONDENTS

T1D: Thinking about your child(ren) aged 6 months to 4 years, do you intend for them to get vaccinated against COVID-19?

T1E: Which of the following factors would make you more likely to vaccinate your child(ren) against COVID-19? Please choose your top three. [Randomize]

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

[COLUMNS]

[ROWS, RANDOMIZE]

T1G: Has the recent COVID-19 pandemic had an impact on your confidence in vaccinations in general?

DEMOGRAPHIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

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

D5:
Where were you born?

ASK IF D5=BORN OUTSIDE CANADA

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

D7:
You may belong to one or more racial or cultural groups on the following list. Please select all that apply.

D8:
What is the language 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 [INSERT DEPARTMENT/AGENCY]. 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.

General population

INTRODUCTION [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce 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 [BASELINE: 5 minutes / POST-CAMPAIGN: 7 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

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

b) What is your gender?

c) In what year were you born?

IF > 2004, 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

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

In which province or territory do you live?

SELECT ONE ONLY

IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE

D3:
Are there any children under the age of 18 currently living in your household?

[IF YES IN D3 ASK E1]

E1.
Are you the parent or legal guardian of a child age 6 months to 4 years?

CORE QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

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

Q3:
Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?

CAMPAIGN-SPECIFIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

T1A:
Over the past six weeks, have you seen, read or heard any Government of Canada advertising about COVID-19 vaccines?

T1B:
Where have you seen, read or heard this ad about COVID-19 vaccines?

[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]

SELECT ALL THAT APPLY

Printed publications

Broadcasting

Online / digital

Out-of-home (indoor and outdoor signage)

The following are examples of signage locations.

Please select those that apply or add ones specific to campaign.

Mandatory option(s):

T1C:
What do you remember about this ad?

ASK ALL RESPONDENTS

T1D: Have you received a COVID-19 vaccine (at least one dose)?

T1E: How many doses have you received?

T1F: To what extent do you agree with the following statements?

  Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree Don't know
You can catch COVID-19 multiple times.            
You can get COVID-19 even if vaccinated.            
You are less likely to get seriously ill from COVID-19 if you are vaccinated (e.g. not be hospitalized).            
It is important to stay up to date with COVID-19 vaccinations.            
Staying up to date with COVID-19 vaccinations includes boosters.            
The immunity provided by a COVID-19 infection is short-lived and not as effective.            
Protection against COVID-19 is longer with vaccination and more effective than immunity from infection.            

T1G: How likely are you to keep your COVID-19 doses up to date (i.e. continue to receive them as you become eligible for additional doses)?

T1H: If COVID-19 vaccines were offered as a routine vaccine (e.g. annually), how likely would you be to get one?

T1I: Has the recent COVID-19 pandemic had an impact on your confidence in vaccinations in general?

DEMOGRAPHIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

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

D5:
Where were you born?

ASK IF D5=BORN OUTSIDE CANADA

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

D7:
You may belong to one or more racial or cultural groups on the following list. Please select all that apply.

D8:
What is the language 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 [INSERT DEPARTMENT/AGENCY]. 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 - Post-campaign Questionnaires

Parents of children 6 months - 12 years old

INTRODUCTION [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce 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 [BASELINE: 5 minutes / POST-CAMPAIGN: 7 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

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

b) What is your gender?

c) In what year were you born?

IF > 2004, 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

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

f) In which province or territory do you live?

SELECT ONE ONLY

IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE

D7:
You may belong to one or more racial or cultural groups on the following list. Please select all that apply.

D8:
What is the language you first learned at home as a child and still understand?

SELECT UP TO TWO

e1. Are you the parent or legal guardian of a child age 6 months to 12 years?

[IF YES IN E1 ASK E2, ELSE TERMINATE]

e2. Please enter the age of your child(ren) below. If your child is under 1 years old, please enter 0

CORE QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

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

Q3:
Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?

CAMPAIGN-SPECIFIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

T1A:
Over the past six weeks, have you seen, read or heard any Government of Canada advertising about COVID-19 vaccines for children?

T1B:
Where have you seen, read or heard this ad about COVID-19 vaccines for children?

[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]

SELECT ALL THAT APPLY

Printed publications

Broadcasting

Online / digital

Out-of-home (indoor and outdoor signage)

The following are examples of signage locations.

Please select those that apply or add ones specific to campaign.

Mandatory option(s):

T1C:
What do you remember about this ad?

ASK ALL RESPONDENTS

T1D: Thinking about your child(ren) aged 6 months to 12 years, do you intend for them to get vaccinated against COVID-19?

[ASK IF "Yes, they have already been vaccinated" in T1D]

T1Db: What were your reasons for getting your child(ren) vaccinated against COVID-19?

Please select all that apply.

T1E: Which of the following factors would make you more likely to vaccinate your child(ren) against COVID-19? Please choose your top three. [Randomize]

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

[COLUMNS]

[ROWS, RANDOMIZE]

T1G:
Has the recent COVID-19 pandemic had an impact on your confidence in vaccinations in general?

AD RECALL QUESTIONS [ASK IN POST-CAMPAIGN SURVEY ONLY]

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

[INSERT VIDEO ONE ON PAGE]
[INSERT PRINT AND RADIO ADS ON ANOTHER PAGE]
[CLICK TO GO TO THE NEXT PAGE]

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

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

[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]

SELECT ALL THAT APPLY

Printed publications

Broadcasting

Online / digital

Out-of-home (indoor and outdoor signage)

The following are examples of signage locations.

Please select those that apply or add ones specific to campaign.

Mandatory option(s):

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 that the government of Canada has information about COVID-19 vaccination for children. o o o o o
These ads clearly convey the COVID-19 vaccines increase protection against severe illness. o o o o  

DEMOGRAPHIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

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

D5:
Where were you born?

ASK IF D5=BORN OUTSIDE CANADA

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

That concludes the survey. This survey was conducted on behalf of [INSERT DEPARTMENT/AGENCY]. 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.

General population

INTRODUCTION [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce 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 [BASELINE: 5 minutes / POST-CAMPAIGN: 7 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

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

b) What is your gender?

c) In what year were you born?

IF > 2004, 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

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

In which province or territory do you live?

SELECT ONE ONLY

IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE

D3:
Are there any children under the age of 18 currently living in your household?

ASK IF YES TO D3

E1. Are you the parent or legal guardian of a child aged 6 months to 4 years?

D7:
You may belong to one or more racial or cultural groups on the following list. Please select all that apply.

D8:
What is the language you first learned at home as a child and still understand?

SELECT UP TO TWO

CORE QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

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

Q3:
Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?

CAMPAIGN-SPECIFIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

ASK ALL RESPONDENTS

T1A:
Over the past six weeks, have you seen, read or heard any Government of Canada advertising about COVID-19 vaccines?

T1B:
Where have you seen, read or heard this ad about COVID-19 vaccines?

[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]

SELECT ALL THAT APPLY

Printed publications

Broadcasting

Online / digital

Out-of-home (indoor and outdoor signage)

The following are examples of signage locations.

Please select those that apply or add ones specific to campaign.

Mandatory option(s):

T1C:
What do you remember about this ad?

ASK ALL RESPONDENTS

T1D: Have you received a COVID-19 vaccine (at least one dose)?

T1E: How many doses have you received?

T1F: To what extent do you agree with the following statements?

  Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree Don't know
You can catch COVID-19 multiple times.            
You can get COVID-19 even if vaccinated.            
You are less likely to get seriously ill from COVID-19 if you are vaccinated (e.g. not be hospitalized).            
It is important to stay up to date with COVID-19 vaccinations.            
Staying up to date with COVID-19 vaccinations includes boosters.            
The immunity provided by a COVID-19 infection is short-lived and not as effective.            
Protection against COVID-19 is longer with vaccination and more effective than immunity from infection.            

T1G: How likely are you to keep your COVID-19 doses up to date (i.e. continue to receive them as you become eligible for additional doses)?

T1H: If COVID-19 vaccines were offered as a routine vaccine (e.g. annually), how likely would you be to get one?

T1I:
Has the recent COVID-19 pandemic had an impact on your confidence in vaccinations in general?

AD RECALL QUESTIONS [ASK IN POST-CAMPAIGN SURVEY ONLY]

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

[INSERT VIDEO ONE ON PAGE]
[INSERT PRINT AND RADIO ADS ON ANOTHER PAGE]
[CLICK TO GO TO THE NEXT PAGE]

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

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

[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]

SELECT ALL THAT APPLY

Printed publications

Broadcasting

Online / digital

Out-of-home (indoor and outdoor signage)

The following are examples of signage locations.

Please select those that apply or add ones specific to campaign.

Mandatory option(s):

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 that everyone should stay up-to-date with their COVID-19 vaccinations and why. o o o o o

DEMOGRAPHIC QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]

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

D5:
Where were you born?

ASK IF D5=BORN OUTSIDE CANADA

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

That concludes the survey. This survey was conducted on behalf of [INSERT DEPARTMENT/AGENCY]. 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.