Supplier name: Ipsos Public Affairs
Contract Number: HT372-225971
Contract value: $54,098.75
Award Date: January 26th, 2023
Delivery Date: March 13th, 2023
Registration number: POR 122-22
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 2023
This public opinion research report presents the methodology of the Seasonal Flu Advertising Campaign - Advertising Campaign Evaluation Tool (ACET) online survey conducted by Ipsos Public Affairs on behalf of Health Canada and the Public Health Agency of Canada. The survey was conducted with a sample of n=2306 Canadians ages 18+ between February 14th, and March 6th, 2023.
Cette publication est aussi disponible en français sous le titre : Campagne publicitaire sur la grippe saisonnière - Outil d'Évaluation de Campagne Publicitaire.
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: H14-438/2023E-PDF
International Standard Book Number (ISBN): 978-0-660-48926-1
Related publications (registration number: POR 122-22)
Catalogue Number H14-438/2023F-PDF (Final Report, French)
ISBN 978-0-660-48927-8
©His Majesty the King in Right of Canada, as represented by the Minister of Health, 2023
Influenza, also known as the flu, is a respiratory illness caused primarily by the influenza A and B viruses. It is one of the leading causes of death in Canada, averaging 12,200 hospitalizations and 3,500 deaths in Canada each year. Influenza activity is usually low in the spring and summer, begins to rise during the fall, and peaks in the winter months.
Everyday preventative actions such as frequent hand washing and covering coughs help to limit the spread of influenza. However, the most effective way to prevent the flu is by getting a yearly flu shot. The optimal time to receive the flu shot is in the fall before influenza begins spreading in the community.
Health Canada (HC) and the Public Health Agency of Canada (PHAC) ran the 2022-23 Seasonal Flu Vaccine Advertising Campaign from November 14, 2022, until January 13, 2023. The goal of the campaign was to raise awareness of the importance of the flu vaccine, particularly in high-risk groups, and to provide individuals with information to help them to self-identify as being at higher risk of complications from getting the flu. Another goal was to encourage people in close contact with high-risk populations to get a flu shot to protect themselves and those at high risk.
HC and PHAC are looking to assess the impact of its Seasonal Flu Advertising Campaign in raising awareness of the importance of getting a seasonal flu vaccine for at-risk populations and those in close contact with at-risk populations. This would be done with a post-campaign survey to see the effect of the communications intervention.
The objectives of the research are as follows:
The results of this research will allow HC and PHAC to evaluate the recall of this campaign.
The Government of Canada's Policy on Communications and Federal Identity requires the evaluation of all advertising campaigns exceeding $1 million in media through the Advertising Campaign Evaluation Tool (ACET).
The primary target audience is Canadians 18 years and older. The target audience for the campaign are four (4) at-risk and vulnerable groups of Canadians and people in close contact with these groups
Respondents for the survey samples were drawn from a trusted partner panel vendor, Canadian Viewpoint Inc. The survey was conducted with a sample of n=2,306 Canadians ages 18+. Interviews were conducted in the language of their choice, either English or French.
A pre-test was launched on February 14, 2023, with 78 completes (56 English / 22 French). An open-ended question was asked at the end of the survey where any problems, questions, or unclear questions could be brought to our attention; no issues were flagged. The survey was fully launched and ran between February 15 and March 6, 2023.
Quotas were set to ensure representation by region, age, and gender, according to the latest Census information.
The sampling methodology utilized email invitations and 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 interviews took 10 minutes to complete.
Ipsos partnered with sub-contractor Canadian Viewpoint Inc. Canadian Viewpoint has one of the largest consumer panels with ~300,000 active panelists. Like Ipsos, Canadian Viewpoint uses mixed-medium strategies (phone/online/in-person) to build its panel to allow more representative samples. Canadian Viewpoint's online consumer panel is also recruited using post screeners during telephone surveys, Facebook, online vetted lists and in-person studies. Incentives were not used for recruitment purposes to ensure quality, but respondents were incentivized for completing the survey, which is directly proportionate to the amount of time taken to complete the survey and with comparable incentives offered by other online panel sources. We informed Health Canada and PHAC before we engaged with other approved panel vendors.
The comprehensive background profiling data were gathered when respondents joined the panel through screener questions, which allowed 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 online survey was conducted using Computer Assisted Web Interviewing (CAWI). Every panelist opted-in or chose to participate in research surveys. Panelists that meet the criteria we were looking for were randomly selected and sent an email invitation to complete the survey. Participants were offered a choice to complete the survey in either English or French.
The survey platform was Accessibility for Ontarians with Disabilities Act (AODA) compliant, according to Web Content Accessibility Guidelines (WCAG2.0AA).
Incentives and Quality Control Measures
Canadian Viewpoint use a multi-faceted approach to quality, integrating controls and best practices into every phase of the process. Panel members come from diverse fully certified sources. A dedicated team monitors performance by source using feedback loops and continuous reporting to prevent fraud. Our dedicated team monitors the panels for potentially fraudulent behavior, and blocks these people from ever entering a survey via safeguards that includes:
Sample Weighting
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 2021 Census. A Random Iterative Method (RIM) technique was applied for weighing.
| Post-wave Survey | ||
|---|---|---|
| Unweighted Sample Size | Weighted Sample Size | |
| Canada | 2306 | 2306 |
| Region | ||
| British Columbia/Yukon | 317 | 323 |
| Alberta/Northwest Territories | 257 | 254 |
| Prairies (MB/SK)/ Nunavut | 149 | 161 |
| Ontario | 892 | 876 |
| Quebec | 533 | 530 |
| Atlantic Canada | 158 | 161 |
| Gender | ||
| Male | 1127 | 1137 |
| Female | 1170 | 1160 |
| Diverse | 9 | 9 |
| Age | ||
| 18-24 | 234 | 252 |
| 25-34 | 374 | 368 |
| 35-44 | 375 | 365 |
| 45-54 | 418 | 409 |
| 55-64 | 420 | 410 |
| 65+ | 485 | 501 |
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 1.08, which is well within acceptable ranges for a survey of the general population.
Email Statistics
For this survey, a sample router was used. Therefore, a response rate cannot be calculated. However, the participation rate for the post-wave survey was 91%. The participation rate is calculated as follows: (qualified completes + over quota + terminates)/click-through).
| Completions | Post-wave Survey |
|---|---|
| Click-Through | 4250 |
| - Partial Completes | 383 |
| - Terminates | 662 |
| - Over quota | 893 |
| Qualified Completes | 2306 |
| Participation Rate | 91% |
Non-Response Analysis
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 2021 Census results by region, age, and gender. Overall, the sample is highly representative of the national adult population.
| Post-wave Survey | ||
|---|---|---|
| Unweighted Percentage | Census 2021 Proportions | |
| Canada | 2036 | |
| Region | ||
| British Columbia/Yukon | 14% | 14% |
| Alberta/Northwest Territories | 11% | 11% |
| Prairies (MB/SK)/ Nunavut | 6% | 7% |
| Ontario | 39% | 38% |
| Quebec | 23% | 23% |
| Atlantic Canada | 7% | 7% |
| Gender | ||
| Male | 49% | 49% |
| Female | 51% | 51% |
| Diverse | <1% | <1% |
| Age | ||
| 18-24 | 10% | 11% |
| 25-34 | 16% | 17% |
| 35-44 | 16% | 17% |
| 45-54 | 18% | 16% |
| 55-64 | 18% | 18% |
| 65+ | 21% | 24% |
* 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 2021 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 daniel.kunasingam@ipsos.com
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) Are you…?
C) In what year were you born?
ADMISSIBLE RANGE 1900-2004
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
E1) Are you the parent or legal guardian of a child aged 5 years old or younger?
[If Yes in E1 ask E2, else skip to F]
E2). Please enter the age of your child(ren) below. If your child is under 1 years old, please enter 0
[INSERT CHILD BOXES FOR NUMBER OF CHILDREN - CHILD 1, CHILD 2, CHILD 3,…CHILD 10]
F) Has a doctor or other health care professional ever told you that you have any of the following? Select all that apply
[RANDOMIZE]
IF female or other asks:
g) Are you currently pregnant?
Prov.
In which province or territory do you live?
SELECT ONE ONLY
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE
CORE QUESTIONS [ASK IN BASELINE AND POST-CAMPAIGN SURVEYS]
ASK ALL RESPONDENTS
Q1:
Over the past three 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 two months, have you seen, read or heard any Government of Canada advertising about getting your flu vaccine?
T1B: [ASK IF T1A = "Yes"]
Where have you seen, read or heard this ad about getting your flu vaccine? [Randomize within headers]
[NOTE: SELECT FROM THE 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
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: [ASK IF T1A = "Yes"]
What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
T1D:
How worried are you, if at all, that you or someone else in your family would get the seasonal flu this fall or winter?
T1E: :
Did you get the seasonal flu shot this flu season?
[If T1E = "No" ask T1F, else skip to T1G] [RANDOMIZE]
T1F:
Why didn't you get the seasonal flu shot this flu season? Select all that apply.
T1G:
How did the COVID-19 pandemic affect your likelihood of getting the seasonal flu shot this flu season? Would you say you were:
T1H1:
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]
Here are some ads that have recently been broadcast on various media. Click here to watch.
[INSERT VIDEO] [4 videos (each separate screen)]
[CLICK TO GO TO THE NEXT PAGE]
T1H2:
Over the past two months, have you seen, read or heard these ads?
T1I: [ASK IF T1A = "Yes"]
Where have you seen, read or heard these ads? [Randomize within headers]
[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
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 it is important to get the flu shot | o | o | o | o | o |
T2K:
Please indicate your level of agreement with the following statements about these ads?
RANDOMIZE STATEMENTS
| 1 Strongly Disagree |
2 | 3 | 4 | 5 Strongly Agree |
|
|---|---|---|---|---|---|
| The advertising motivated me to get the flu shot | o | o | o | o | o |
| The advertising reminded me about getting the flu shot | o | o | o | o | o |
| The advertising taught me who is most at-risk from the seasonal flu | o | o | o | o | o |
| The advertising taught me that I can help protect at-risk or vulnerable people by getting the flu shot | o | o | o | o | o |
| The advertising provided a website that I can go to for more information about the flu shot | 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
D3: [ASK ALL]
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:
Add Validation: Year moved to Canada cannot be before year of birth
In what year did you first move to Canada?
ADMISSIBLE RANGE: 1900-2023
D7:
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 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.