Prepared for Health Canada
Supplier name: Ipsos Public Affairs
Contract Number: HT352-23-5282
Contract value: $129,839.71
Award Date: February 9th, 2024
Delivery Date: May 22nd, 2024
Registration number: POR 116-23
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.
Brad Griffin
President
Ipsos Public Affairs
Mental Health, Substance Use, and 9-8-8: Suicide Crisis Helpline – Three Advertising Campaign Evaluation Tool (ACET) Surveys
Methodological Report
Prepared for Health Canada and the Public Health Agency of Canada
Supplier name: Ipsos Public Affairs
May 2024
This public opinion research report presents the methodology of the Mental Health, Substance Use, and 9-8-8: Suicide Crisis Helpline – Three Advertising Campaign Evaluation Tool (ACET) online surveys conducted by Ipsos Public Affairs on behalf of Health Canada and the Public Health Agency of Canada. For Phase 1, a post-campaign survey was conducted to assess the impact of the existing Get Help Here campaign with a sample of n=2,158 Canadians ages 16+ between March 7th and March 20th, 2024. For Phase 2, a baseline survey was conducted to benchmark for a new Out of Frame campaign that includes information about resources, services, and supports on Canada.ca/mental-health, and the newly-launched 9-8-8: Suicide Crisis Helpline. The baseline survey was conducted with a sample of n=2,198 Canadians ages 16+ between March 6th and March 20th, 2024. Following a short time in market, a post-campaign survey was conducted to assess the new campaign. It was conducted with a sample of n=2,108 Canadians ages 16+ between April 11th and April 24th, 2024.
Cette publication est aussi disponible en français sous le titre : Santé mentale, consommation de substances et le 9-8-8 : Ligne d'aide en cas de crise de suicide – Trois sondages de l'outil d'évaluation des campagnes publicitaires (OECP)
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:H14-630/2024E-PDF
International Standard Book Number (ISBN): 978-0-660-72547-5
Related publications (registration number: POR 116-23)
Catalogue Number H14-630/2024F-PDF (Final Report, French)
ISBN 978-0-660-72548-2
© His Majesty the King in Right of Canada, as represented by the Minister of Health, 2024
Adverse mental health outcomes, substance use-related harms, and death by suicide are significant public health issues affecting people of all ages and backgrounds across Canada.
Various Government of Canada initiatives and commitments are underway to invest in mental health, substance use, and suicide prevention services for Canadians. As part of this response, Health Canada (HC) and the Public Health Agency of Canada (PHAC) are working to improve the visibility of, access to, and use of free resources, services, and supports to help people in Canada manage their mental health needs and challenges.
Through public education initiatives, HC and PHAC launched a two-phased $3.6M[11] national advertising campaign to promote timely and equitable mental health, substance use, and suicide intervention supports to millions of people living in Canada:
Both phases of the evaluation of this advertising campaign targeted, and were relevant to, the general Canadian population aged 16 and older[12]. As well, based on multi-year research, the campaigns (and post-wave evaluations) also targeted six at-risk and priority sub-populations:
To support and assess both phases of the advertising campaign, HC and PHAC conducted three (3) ACETs.
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 the ACETs will be used to continue building on a body of mental health, substance use, and suicide prevention public education research to continue iterating future campaigns, develop public education strategies, and conduct an in-depth analysis of the campaign's impact on national and at-risk population scales.
The target audience was common for all the 3 ACET surveys. Each survey targeted the general population of participants aged 16 and older. The following sub-populations were represented in sufficient numbers for sub-group analysis:
Each survey was executed online using a non-probability online panel. This is the standard approach for all Government of Canada advertising evaluation surveys. The survey platform was Accessibility for Ontarians with Disabilities Act (AODA) compliant according to Web Content Accessibility Guidelines (WCAG2.0AA). Survey panellists had the option to communicate their specific accessibility needs via email. The survey invitation included the Canadian Research Insights Council (CRIC) survey registration number so that respondents could verify the legitimacy of the survey as a research initiative sponsored by the Government of Canada. Survey respondents were informed of their rights under the Privacy Act, the Personal Information Protection and Electronic Documents Act, and the Access to Information Act. They were also informed that their rights were protected throughout the research process.
The surveys were conducted in English and French, with respondents provided the option to complete them in either official language of their choice. All surveys were under 15 minutes in length on average. The Phase 1 and Phase 2 post-campaign surveys had 3 open-ended questions, while the Phase 2 baseline survey had 2 open-ended questions.
Phase 1: For the post-campaign survey, a pre-test was conducted on March 7th, 2024, with 39 completes (19 English / 20 French). No issues were flagged. The survey was fully launched and ran between March 7th and March 20th, 2024.
Phase 2: The baseline survey pre-test was conducted on March 6th, 2024, with 42 completes (20 English / 22 French) no issues were flagged. The survey was fully launched and ran between March 6th and March 20th, 2024. For the post-campaign survey, a pre-test was conducted on April 11th, 2024, with 41 completes (21 English / 20 French). No issues were flagged. The survey was fully launched and ran between April 11th and April 24th, 2024.
Phase 1 Get Help Here: The post-campaign was conducted with a sample of n=2,158 Canadians aged 16+ and the quotas were set to ensure representation by region, age, and gender, according to the latest Census information. Results from the post-campaign ACET were compared against the previous baseline and two (2) post-campaign ACETs (i.e. those collected in March 2022 and March 2023 among Canadians ages 16+). Comparison to the previous post-campaign ACETs help assess the overall campaign impact.
Phase 2 Out of Frame: The baseline survey was conducted with a sample of n=2,198 Canadians aged 16+ and the post-campaign survey was conducted with a sample of n=2,108 Canadians aged 16+. For both surveys, quotas were set to ensure representation by region, age, and gender, according to the latest Census information.
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 weighting. Note: totals may not add up to 100% due to rounding.
| Phase 1 | Phase 2 | |||||
|---|---|---|---|---|---|---|
| POST wave | Baseline | Post | ||||
| Unweighted Sample | Weighted Sample | Unweighted Sample | Weighted Sample | Unweighted Sample | Weighted Sample | |
Canada |
||||||
Region |
||||||
British Columbia/Yukon |
290 |
302 |
294 |
308 |
290 |
295 |
Alberta/ Northwest Territories |
254 |
237 |
243 |
242 |
218 |
232 |
Prairies (MB/SK)/ Nunavut |
144 |
151 |
150 |
154 |
160 |
148 |
Ontario |
832 |
820 |
868 |
835 |
809 |
801 |
Quebec |
484 |
496 |
492 |
506 |
485 |
485 |
Atlantic Canada |
154 |
151 |
151 |
154 |
146 |
148 |
Gender by Age |
||||||
Male 16 - 34 |
281 |
312 |
307 |
317 |
271 |
309 |
Male 35 - 44 |
174 |
173 |
174 |
173 |
158 |
165 |
Male 45 - 54 |
167 |
163 |
164 |
166 |
167 |
158 |
Male 55 - 64 |
186 |
182 |
181 |
185 |
181 |
178 |
Male 65 + |
211 |
218 |
213 |
222 |
219 |
213 |
Female 16 - 34 |
328 |
305 |
348 |
304 |
281 |
296 |
Female 35 - 44 |
191 |
181 |
189 |
183 |
186 |
176 |
Female 45 - 54 |
177 |
168 |
171 |
173 |
183 |
165 |
Female 55 - 64 |
190 |
192 |
186 |
195 |
197 |
187 |
Female 65 + |
234 |
244 |
231 |
248 |
243 |
238 |
Gender Diverse |
19 |
19 |
34 |
32 |
22 |
23 |
The figures presented in the table above show minimal differences between the unweighted and weighted samples, except for males aged 16-34. As a result of the strong representativeness of the unweighted data the largest weight factor that was applied for any respondent was 1.45.
All three surveys were conducted with a fresh sample of respondents; there was no overlap between them.
The target sub-group populations were captured through natural fall out of the base sample except for Indigenous populations and 2SLGBTQI+ community that required quotas and oversampling.
The following table provides the unweighted sample sizes achieved for each of the target sub-groups in the phase 1 and phase 2 surveys:
| Criteria | Phase 1 | Phase 2 | |
|---|---|---|---|
| Post-campaign Survey 2024 | Baseline Survey 2024 |
Post-campaign Survey 2024 | |
Youth and young adults aged 16-34 |
623 |
644 |
563 |
Parents/caregivers with children aged 10-17 |
328 |
334 |
347 |
Racialized populations |
487 |
486 |
479 |
Men aged 35 and older |
738 |
746 |
725 |
Indigenous |
150 |
150 |
165 |
2SLGBTQI+ |
226 |
285 |
195 |
Ipsos partnered with Canadian Viewpoint Inc., on the fieldwork and in obtaining the required sample. Canadian Viewpoint has one of the largest consumer panels in Canada at ~300,000 active panellists. 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 lists and in-person studies. Incentives are not used for recruitment purposes to ensure quality, but respondents are incentivized to complete the 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 tagged via IP capture and excludes panellists who have completed another Government of Canada survey in the previous 30 days as members of that panel.
For this survey, a non-probability sample was used. Therefore, a response rate cannot be calculated. The participation rate is calculated as follows:
Participation Rate (%) = R/(R+IS+U)*100.
| Phase 1 | Phase 2 | ||
|---|---|---|---|
| Post-campaign Survey 2024 | Baseline Survey 2024 | Post-campaign Survey 2024 | |
Invalid Cases |
1352 |
1119 |
1244 |
Unresolved (U) |
0 |
0 |
0 |
In-scope non-responding (IS) |
96 |
68 |
135 |
Responding units (R) |
3201 |
3222 |
3292 |
Participation Rate |
97% |
98% |
96% |
Online survey cases can be broken down into four broad categories:
Invalid Cases
These can include only clearly invalid cases (for example, invitations 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).
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.
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 participation rate.
| Completions | Phase 1 | Phase 2 | |
|---|---|---|---|
| Post-campaign Survey 2024 | Baseline Survey 2024 |
Post-campaign Survey 2024 |
|
Over quota |
1043 |
1024 |
1184 |
Qualified Completes |
2158 |
2198 |
2108 |
Responding units (R) |
3201 |
3222 |
3292 |
The sample routing technology used weighted randomization to assign surveys to participants. Upon entry into the system, panelists were checked to ensure they had not exceeded survey participation limits. A list of potential survey matches was determined for each panelist based on the information known about them. Panelists were asked additional screening questions within the system to ensure they met the project criteria. As a general practice, 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 period, therefore there is a low chance of sample bias.
The results of the surveys 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.
Weighted and Unweighted Online Sample (by percentage)
The table below compares the unweighted survey samples to the 2021 Census results by region, age and gender. The sample is weighted based on the 2021 Census results to ensure that it is representative of the national adult population.
| Phase 1 | Phase 2 | |||||
|---|---|---|---|---|---|---|
| POST wave | Baseline | Post | ||||
| Unweighted Percentage | Census 2021 Proportions | Unweighted Percentage | Census 2021 Proportions | Unweighted Percentage | Census 2021 Proportions | |
Canada |
||||||
Region[*] |
||||||
British Columbia/Yukon |
13% |
14% |
13% |
14% |
14% |
14% |
Alberta/ Northwest Territories |
12% |
11% |
11% |
11% |
10% |
11% |
Prairies (MB/SK)/ Nunavut |
7% |
7% |
7% |
7% |
8% |
7% |
Ontario |
39% |
38% |
39% |
38% |
38% |
38% |
Quebec |
22% |
23% |
22% |
23% |
23% |
23% |
Atlantic Canada |
7% |
7% |
7% |
7% |
7% |
7% |
Gender by Age[*] |
||||||
Male 16 - 34 |
13% |
15% |
14% |
15% |
13% |
15% |
Male 35 - 44 |
8% |
8% |
8% |
8% |
8% |
8% |
Male 45 - 54 |
8% |
8% |
7% |
8% |
8% |
8% |
Male 55 - 64 |
9% |
9% |
8% |
9% |
9% |
9% |
Male 65+ |
10% |
10% |
10% |
10% |
10% |
10% |
Female 16 - 34 |
15% |
14% |
16% |
14% |
13% |
14% |
Female 35 - 44 |
9% |
8% |
9% |
8% |
9% |
8% |
Female 45 - 54 |
8% |
8% |
8% |
8% |
9% |
8% |
Female 55 - 64 |
9% |
9% |
8% |
9% |
9% |
9% |
Female 65+ |
11% |
11% |
11% |
11% |
12% |
11% |
Gender Diverse |
1% |
<1% |
2% |
<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 2021 Census data.
Note Regarding Question Numbers for the Questionnaires:
This study is a tracking study, and as such, question numbers may not appear in chronological or numerical order. We use the same programming script for each additional wave of the tracking study. To maintain consistency, historic question numbers are retained for new waves, which may result in non-sequential lettering and numbering.
ADVERTISING CAMPAIGN EVALUATION TOOL
POST-CAMPAIGN SURVEY (PHASE 1 "Get Help Here" campaign)
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Do you prefer to continue in English or French? / Préférez-vous continuer en français ou en anglais ?
Your participation is voluntary, and your responses will be kept entirely confidential. The survey takes about 15 minutes to complete.
START SURVEY
To view our privacy policy, click here.
Privacy policy:
English: Privacy & Data Protection | Ipsos
French: Confidentialité et protection des données personnelles | Ipsos
Privacy Notice
The personal information you provide to Health Canada is governed in accordance with the Privacy Act and is being collected under the authority of section 4 of the Department of Health Act. We only collect the information we need to conduct the research project.
Purpose of collection: We require your personal information such as demographic information to better understand the topic of the research. However, your responses are always combined with the responses of others for analysis and reporting; you will not be directly identified.
Your rights under the Privacy Act: You have the right to file a complaint with the Privacy Commissioner of Canada if you think your personal information has been handled improperly. For more information about your rights, or about how we handle your personal information, please contact Health Canada's public opinion research team at: hc.cpab.por-rop.dgcap.sc@canada.ca.
If you require any technical assistance, please contact daniel.kunasingam@ipsos.com
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
ADMISSIBLE RANGE 1900-2007
IF > 2007, THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
IF "LESS THAN 16 YEARS OLD" THANK AND TERMINATE
SCREENER QUESTIONS TO IDENTIFY IF HAVE CHILDREN UNDER 18 AND THEIR AGE
[ASK IF 1 at D]
SCREENER QUESTIONS TO IDENTIFY IF INDIGENOUS POPULATIONS OR ETHNIC/RACIALIZED POPULATIONS
ASK ALL RESPONDENTS
Q1:
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Yes
No => GO TO T1A
Q3:
Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
ASK ALL RESPONDENTS
T1A:
Since the fall of 2023, have you seen, read or heard any Government of Canada advertising about free resources or services in support of mental health and substance use?
Yes
No => GO TO Q1b
T1B:
Where have you seen, read or heard this ad about mental health and substance use services and supports? Select all that apply
SELECT ALL THAT APPLY. RANDOMIZE
Internet website (e.g. The Weather Network)
Web search (e.g. Google, Bing)
Online news sites (e.g. Global news)
Online specialty sites (e.g. Out, Advocate)
Digital/Streaming TV (e.g. Netflix, Disney+, Sportsnet)
In a mobile app
In a mobile app game (e.g. Madden, FIFA, Bejeweled)
Snapchat
TikTok
YouTube
Restaurant
Shopping mall
Store (including liquor store, cannabis dispensaries)
Digital billboard
Highway billboard
In a downtown area
Transit (e.g. Inside/outside bus/subway, bus shelter, or street furniture)
Streaming audio app or website (e.g. Spotify)
Online / digital / social
Out-of-home (indoor and outdoor signage)
Other specify:
T1C:
What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
Q1b. Generally speaking, how would you rate your overall mental health?
Excellent
Somewhat good
Average
Somewhat poor
Poor
Don't know/Prefer not to answer
Q2. Overall, has your mental health gotten worse, better or stayed the same in the last year? Select one only.
It has gotten worse
It has gotten better
It has stayed the same.
Don't know/Prefer not to answer.
Q3b) For each of the items listed below, please indicate whether you have experienced any changes in the past year
[RANDOMIZE]
Stress
Anxiety
Fear
Sadness
Loneliness
Depression
Financial worry
Suicidal thoughts
Self harm
Increased
Decreased
Stayed the same/No change
Not applicable
Don't know / Prefer not to answer
Q4 Please indicate if the situations listed below changed for you in the past year
[RANDOMIZE]
My consumption of alcohol like beer, wine or spirits.
My consumption of cannabis.
My consumption of tobacco/vaping.
My consumption of illegal/illicit drugs.
Increased
Decreased
Stayed the same
I don't use this substance
Don't know / Prefer not to answer
Q5 Have you received help for mental health in the last year? (select one only)
Yes
No
Don't know / Prefer not to answer.
[If "yes" in Q5 ask Q5a]
Q5a. Are you currently receiving help? (select one only)
Yes
No
Don't know / Prefer not to answer.
[If "yes" in Q5 ask Q6]
Q6. What type of support have you received? [Randomize]
Select all that apply.
Online/virtual support from support workers, social workers, psychologists or other professionals
In person support from support workers, social workers, psychologists or other professionals
Phone (including text) support
Resources and tips for taking care of yourself
Support from your primary health care provider
Resources and/or services through your local government
Resources and/or services through your provincial/territorial government
Resources and/or services through the Government of Canada
Support from local, or a not for profit organization
Support through digital apps or platforms, like Wellness Together Canada
Other, please specify:
Don't know / Prefer not to answer [exclusive]
[If "No" in Q5a AND rate average/somewhat poor/ poor mental health: Q1b = 1, 2 or 3 ASK Q8]
Q8 Why are you not currently receiving help? (Select all that apply)
My mental health is fine
I don't need help
I don't have the time
I don't know where to go
Help not readily available/ I can't access help
It is too expensive
Other, please specify:
Don't know / Prefer not to answer [exclusive]
Q9 How familiar would you say you are with the different mental health services available?
Very familiar
Somewhat familiar
Not very familiar
Not at all familiar
Don't know / Prefer not to answer
Q10 Did you know the Government of Canada offers free mental health and substance use resources, services, and supports? (select one only)
Yes, mental health only
Yes, substance use only
Yes, both
No
Don't know / Prefer not to answer
AD RECALL QUESTIONS [ASK IN POST-CAMPAIGN SURVEY ONLY]
T1H1: [RANDOMIZE-ADS]
Here are some ads that have recently been broadcast on various media. Click next to watch.
[Video: https://www.canada.ca/en/health-canada/services/video/get-help-here-2.html
Show all ads to everyone.
[CLICK TO GO TO THE NEXT PAGE] SHOW VIDEOS FIRST THEN SHOW AD IMAGES
T1H2. Since the fall of 2023, have you seen these ads?
Yes
No => GO TO T1J
T1I: Where have you seen these ads? Select all that apply.
Internet website (e.g. The Weather Network)
Web search (e.g. Google, Bing)
Online news sites (e.g. Global news)
Online specialty sites (e.g. Out, Advocate)
Digital/Streaming TV (e.g. Netflix, Disney+, Sportsnet)
In a mobile app
In a mobile app game (e.g. Madden, FIFA, Bejeweled)
Snapchat
TikTok
YouTube
Restaurant
Shopping mall
Store (including liquor store, cannabis dispensaries)
Digital billboard
Highway billboard
In a downtown area
Transit (e.g. Inside/outside bus/subway, bus shelter, or street furniture)
Streaming audio app or website (e.g. Spotify)
Online / digital / social
Out-of-home (indoor and outdoor signage)
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 that free mental health and substance use supports and resources are available |
o |
o |
o |
o |
o |
These ads prompt me to visit a Government of Canada website to learn more |
o |
o |
o |
o |
o |
These ads prompt me to visit additional websites for free mental health and substance use supports and resources |
o |
o |
o |
o |
o |
These ads prompt me to search for free mental health and substance use supports and resources at a later time |
o |
o |
o |
o |
o |
As a result of seeing the ads, I would share them with someone I know |
o |
o |
o |
o |
o |
[Ask all]
T1L. Did you [If NO in T1H2: Will you] do any of the following as a result of seeing this ad? Please select all that apply.
[RANDOMIZE]
Visited[Visit] Canada.ca mental‐health
Discussed[Discuss] my challenges with mental health with a healthcare professional/doctor, friend or family member
Shared[Share] the ad with someone you know
Shared [Share] the website with someone you know
Looked [Look]for information for free mental health and substance use support and resources online
Other, specify [anchor]
I didn't[won't] do anything as a result of seeing the ad [anchor][exclusive]
Don't know/Prefer not to answer [anchor exclusive)
DEMOGRAPHIC QUESTIONS
D1: Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
Working full-time (30 or more hours per week)
Working part-time (less than 30 hours per week)
Self-employed
Unemployed, but looking for work
A student attending school full-time
Retired
Not in the workforce (full-time homemaker or unemployed but not looking for work)
Other employment status
Prefer not to answer
D2: What is the highest level of formal education that you have completed?
SELECT ONE ONLY
Grade 8 or less
Some high school
High school diploma or equivalent
Registered Apprenticeship or other trades certificate or diploma
College, CEGEP or other non-university certificate or diploma
University certificate or diploma below bachelor's level
Bachelor's degree
Postgraduate degree above bachelor's level
Prefer not to answer
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
Under $20,000
Between $20,000 and $40,000
Between $40,000 and $60,000
Between $60,000 and $80,000
Between $80,000 and $100,000
Between $100,000 and $150,000
Between $150,000 and $200,000
$200,000 and above
Prefer not to say
D5: Where were you born?
Born in Canada
Born outside Canada
Specify the country:
Prefer not to answer
ASK IF D5=BORN OUTSIDE CANADA
D6: [Validate that the year they moved to Canada is not greater than their year of birth] In what year did you first move to Canada?
YYYY
Prefer not to answer
ADMISSIBLE RANGE: 1900-2024
D7: What is the language you first learned at home as a child and still understand?
SELECT UP TO TWO
English
French
Other language, specify
Prefer not to answer
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.
For information about mental health and substance use supports, please visit https://www.canada.ca/en/public-health/campaigns/get-help-here.html
ADVERTISING CAMPAIGN EVALUATION TOOL
BASELINE SURVEY (PHASE 2 "Out of Frame" campaign)
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre à ce sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
Your participation is voluntary. The survey takes about 15 minutes to complete.
START SURVEY
Ipsos has been contracted by Health Canada to conduct this survey. Click here if you wish to verify the authenticity of this survey. To view Ipsos' privacy policy, click here.
Privacy Notice
The personal information you provide to Health Canada is governed in accordance with the Privacy Act and is being collected under the authority of section 4 of the Department of Health Act. We only collect the information we need to conduct the research project.
Purpose of collection: We require your personal information such as demographic information to better understand the topic of the research. However, your responses are always combined with the responses of others for analysis and reporting; you will not be directly identified.
Your rights under the Privacy Act: You have the right to file a complaint with the Privacy Commissioner of Canada if you think your personal information has been handled improperly. For more information about your rights, or about how we handle your personal information, please contact Health Canada's public opinion research team at: hc.cpab.por-rop.dgcap.sc@canada.ca.
If you require any technical assistance, please contact Daniel.kunasignam@ipsos.com
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
ADMISSIBLE RANGE 1900-2007
IF > 2007 THANK AND TERMINATE
ASK E IF QUESTION D IS LEFT BLANK
IF "LESS THAN 16 YEARS OLD", THANK AND TERMINATE
SCREENER QUESTIONS TO IDENTIFY IF HAVE CHILDREN UNDER 18 AND THEIR AGE
[ASK IF 1 at g]
SCREENER QUESTIONS TO IDENTIFY IF INDIGENOUS POPULATIONS, ETHNIC/RACIALIZED POPULATIONS OR 2SLGBTQI+ POPULATIONS
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1: Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Yes
No => GO TO T1A
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 ALL RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any Government of Canada advertising about mental health, substance use, and suicide prevention?
Yes
No => GO TO T1D
T1B: Where have you seen, read or heard this ad about mental health, substance use, and suicide prevention?
SELECT ALL THAT APPLY
Internet website (e.g., The Weather Network)
Web search (e.g., Google, Bing)
Digital/streaming radio (e.g., Spotify, Radio Canada)
Digital/streaming TV (e.g., Netflix)
Digital billboard
YouTube
Reddit
Snapchat
TikTok
In a mobile app (e.g., Gas Buddy)
Shopping mall
Outdoor street furniture
Transit (e.g. bus, subway)
Gas stations
T1C: What do you remember about this ad?
T1D
ASK ALL RESPONDENTS
Generally speaking, how would you rate your overall mental health?
Excellent
Somewhat good
Average
Somewhat poor
Poor
Don't know/Prefer not to answer
T1E
ASK ALL RESPONDENTS
Overall, has your mental health gotten worse, better, or stayed the same in the last year? Select one only
It has gotten worse
It has gotten better
It has stayed the same
Don't know/Prefer not to answer
[if selected "It has gotten worse" continue to T1F, if selected "It has gotten better" skip to T1G, all other responses skip to T1H]
T1F
[selected "It has gotten worse" at T1E]
What do you believe are some of the reasons your mental health worsened over the last year? Select all that apply.
Personal circumstances (e.g., employment, relationships)
Health-related issues (e.g., physical health, access to healthcare)
External factors (e.g., cost of living)
Lack of access to mental health resources and supports
Lifestyle changes (e.g., habits, exercise, diet)
Greater mental health awareness
Other reasons
Don't know/Prefer not to answer [exclusive]
T1G
[selected "It has gotten better" at T1E]
What do you believe are some of the reasons your mental health improved over the last year? Select all that apply.
Personal circumstances (e.g., employment, relationships)
Health-related issues (e.g., physical health, access to healthcare)
External factors (e.g., cost of living)
Access to mental health resources and supports
Lifestyle changes (e.g., habits, exercise, diet)
Greater mental health awareness
Other reasons
Don't know/Prefer not to answer [exclusive]
T1H
ASK ALL RESPONDENTS
In the last year, have you sought help (information, resources, services, supports) for the following? Select all that apply
Mental health issues
Substance use
Suicide related concerns
None of the above [exclusive]
Prefer not to answer [exclusive]
[If NONE OF THE ABOVE OR PREFER NOT TO ANSWER skip to T1R]
[if MENTAL HEALTH ISSUES SELECTED CONTINUE TO T1I-T1J-T1K]
[if SUBSTANCE USE SELECTED SKIP TO T1L-T1M-T1N]
[if SUICIDE SELECTED SKIP T1O-T1P T1Q]
T1I
Did you get the mental health help or support you needed? Select one.
Yes
Somewhat
No (Please explain why)
Don't know
Prefer not to answer
T1J
Is there a time of the day that is especially difficult, and you could use extra support? Select all that apply.
Morning (5am to 9am)
Midday (10am to 2pm)
Evening (3pm to 7pm)
Night (8pm to 12am)
Early morning (1am to 4am)
No consistent time of day
Don't know/Prefer not to answer [exclusive]
T1K
If you were to seek help for your mental health in the future, would you consider the following? Select all that apply.
Access information online/website
Call a helpline
Text a helpline
Seek in-person help (drop in or by appointment)
None of the above [exclusive]
Don't know/Prefer not to answer [exclusive]
[if SUBSTANCE USE SELECTED IN T1H ASK T1L-T1M-T1N]
T1L
Did you get the substance use help or support you needed in the past year? Select one.
Yes
Somewhat
No (Please explain why)
Don't know
Prefer not to answer
T1M
Is there a time of the day that is especially difficult, and you could use extra support related to substance use? Select all that apply.
Morning (5am to 9am)
Midday (10am to 2pm)
Evening (3pm to 7pm)
Night (8pm to 12am)
Early morning (1am to 4am)
No consistent time of day
Don't know/Prefer not to answer [exclusive]
T1N
If you were to seek help for substance use in the future, would you consider the following? Select all that apply.
Access information online/website
Call a helpline
Text a helpline
Seek in-person help (drop in or by appointment)
None of the above [exclusive]
Don't know/Prefer not to answer [exclusive]
[if SUICIDE SELECTED IN T1H ASK T1O-T1P T1Q]
T1O
Did you get the help or support you needed related to concerns of suicide in the past year? Select one.
Yes
Somewhat
No (Please explain why)
Don't know
Prefer not to answer
T1P
Is there a time of the day that is especially difficult, and you could use extra support related to concerns of suicide? Select all that apply.
Morning (5am to 9am)
Midday (10am to 2pm)
Evening (3pm to 7pm)
Night (8pm to 12am)
Early morning (1am to 4am)
No consistent time of day
Don't know/Prefer not to answer [exclusive]
T1Q
If you were to seek help for concerns of suicide in the future, would you consider the following? Select all that apply.
Access information online/website
Call a helpline
Text a helpline
Seek in-person help (drop in or by appointment)
None of the above [exclusive]
Don't know/Prefer not to answer [exclusive]
T1R
ASK ALL RESPONDENTS
If you were to seek out services for mental health, substance use, or thoughts of suicide, which type of service provider would you most likely reach out to? Select all that apply.
Services offered by your local municipality (city or town)
Services offered by your ethno-cultural community
Services offered specifically to those with your gender identity
Services offered by a non-government organization (e.g. non-profit, church, charitable)
Services offered by your family doctor/primary care clinic
Services offered by your provincial government agencies
Services offered by the Government of Canada
Services offered by the Centre for Addiction and Mental Health (CAMH)
Services offered by a privately/insurance paid health care professional/allied professional (e.g. therapist)
Other (please specify)
No strong preference, whichever has the best availability
Don't know/Prefer not to answer [exclusive]
T1S
ASK ALL RESPONDENTS
In November 2023, 9-8-8, a 24/7 suicide crisis helpline accessible via call or text in English and French, offering immediate support, became available across Canada.
Have you heard of the new 9-8-8 Suicide Crisis Helpline?
Yes
No
Don't know
Prefer not to answer
T1T
ASK ALL RESPONDENTS
If you were experiencing suicidal thoughts, how likely would you be to call or text 9-8-8: Suicide Crisis Helpline for suicide prevention support?
Very likely
Somewhat likely
Somewhat unlikely
Very unlikely
Don't know
Prefer not to answer
T1U
ASK ALL RESPONDENTS
If you knew someone who was experiencing suicidal thoughts, how likely would you be to call or text 9-8-8: Suicide Crisis Helpline for advice on what to do?
Very likely
Somewhat likely
Somewhat unlikely
Very unlikely
Don't know
Prefer not to answer
DEMOGRAPHIC QUESTIONS
D1: Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
working full-time (30 or more hours per week)
working part-time (less than 30 hours per week)
self-employed
unemployed, but looking for work
a student attending school full-time
retired
not in the workforce (Full-time homemaker or unemployed but not looking for work)
other employment status
prefer not to answer
D2: What is the highest level of formal education that you have completed?
SELECT ONE ONLY
grade 8 or less
some high school
high school diploma or equivalent
registered Apprenticeship or other trades certificate or diploma
college, CEGEP or other non-university certificate or diploma
university certificate or diploma below bachelor's level
bachelor's degree
postgraduate degree above bachelor's level
prefer not to answer
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
under $20,000
between $20,000 and $40,000
between $40,000 and $60,000
between $60,000 and $80,000
between $80,000 and $100,000
between $100,000 and $150,000
between $150,000 and $200,000
$200,000 and above
prefer not to answer
D5: Where were you born?
born in Canada
born outside Canada
Specify the country:
prefer not to answer
ASK IF D5=BORN OUTSIDE CANADA
D6: In what year did you first move to Canada?
YYYY
prefer not to answer
ADMISSIBLE RANGE: 1900-2024
D7: What is (are) the language(s) you first learned at home as a child and still understand? »
SELECT UP TO TWO
English
French
Other language, specify
Prefer not to answer [exclusive]
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.
FOR INFORMATION ABOUT MENTAL HEALTH AND SUBSTANCE USE SUPPORTS, PLEASE VISIT Canada.ca/mental-health
ADVERTISING CAMPAIGN EVALUATION TOOL
POST- CAMPAIGN SURVEY (PHASE 2 "Out of Frame" campaign)
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre à ce sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
Your participation is voluntary. The survey takes about 15 minutes to complete.
START SURVEY
Ipsos has been contracted by Health Canada to conduct this survey. Click here if you wish to verify the authenticity of this survey. To view Ipsos' privacy policy, click here.
Privacy Notice
The personal information you provide to Health Canada is governed in accordance with the Privacy Act and is being collected under the authority of section 4 of the Department of Health Act. We only collect the information we need to conduct the research project.
Purpose of collection: We require your personal information such as demographic information to better understand the topic of the research. However, your responses are always combined with the responses of others for analysis and reporting; you will not be directly identified.
Your rights under the Privacy Act: You have the right to file a complaint with the Privacy Commissioner of Canada if you think your personal information has been handled improperly. For more information about your rights, or about how we handle your personal information, please contact Health
Canada's public opinion research team at: hc.cpab.por-rop.dgcap.sc@canada.ca.
If you require any technical assistance, please contact Daniel.kunasignam@ipsos.com
IF "NONE OF THESE ORGANIZATIONS" CONTINUE, OTHERWISE THANK AND TERMINATE.
ADMISSIBLE RANGE 1900-2007
IF > 2007 THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
IF "LESS THAN 16 YEARS OLD", THANK AND TERMINATE
SCREENER QUESTIONS TO IDENTIFY IF HAVE CHILDREN UNDER 18 AND THEIR AGE
[ASK IF 1 at f]
SCREENER QUESTIONS TO IDENTIFY IF INDIGENOUS POPULATIONS, ETHNIC/RACIALIZED POPULATIONS OR 2SLGBTQI+ POPULATIONS
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1: Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Yes
No => GO TO T1A
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 ALL RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any Government of Canada advertising about mental health, substance use, and suicide prevention?
Yes
No => GO TO T1D
T1B: Where have you seen, read or heard this ad about mental health, substance use, and suicide prevention?
SELECT ALL THAT APPLY
Internet website (e.g., The Weather Network)
Web search (e.g., Google, Bing)
Digital/streaming radio (e.g., Spotify, Radio Canada)
Digital/streaming TV (e.g., Netflix)
Digital billboard
YouTube
Reddit
Snapchat
TikTok
In a mobile app (e.g., Gas Buddy)
Shopping mall
Outdoor street furniture
Transit (e.g. bus, subway)
Gas stations
T1C: What do you remember about this ad?
T1D
ASK ALL RESPONDENTS
Generally speaking, how would you rate your overall mental health?
Excellent
Somewhat good
Average
Somewhat poor
Poor
Don't know/Prefer not to answer
T1E
ASK ALL RESPONDENTS
Overall, has your mental health gotten worse, better, or stayed the same in the last year? Select one only
It has gotten worse
It has gotten better
It has stayed the same
Don't know/Prefer not to answer
[if selected "It has gotten worse" continue to T1F, if selected "It has gotten better" skip to T1G, all other responses skip to T1H]
T1F
[selected "It has gotten worse" at T1E]
What do you believe are some of the reasons your mental health worsened over the last year? Select all that apply.
Personal circumstances (e.g., employment, relationships)
Health-related issues (e.g., physical health, access to healthcare)
External factors (e.g., cost of living)
Lack of access to mental health resources and supports
Lifestyle changes (e.g., habits, exercise, diet)
Greater mental health awareness
Other reasons
Don't know/Prefer not to answer [exclusive]
T1G
[selected "It has gotten better" at T1E]
What do you believe are some of the reasons your mental health improved over the last year? Select all that apply.
Personal circumstances (e.g., employment, relationships)
Health-related issues (e.g., physical health, access to healthcare)
External factors (e.g., cost of living)
Access to mental health resources and supports
Lifestyle changes (e.g., habits, exercise, diet)
Greater mental health awareness
Other reasons
Don't know/Prefer not to answer [exclusive]
T1H
ASK ALL RESPONDENTS
In the last year, have you sought help (information, resources, services, supports) for the following? Select all that apply
Mental health issues
Substance use
Suicide related concerns
None of the above [exclusive]
Prefer not to answer [exclusive]
[If NONE OF THE ABOVE OR PREFER NOT TO ANSWER skip to T1R]
[if MENTAL HEALTH ISSUES SELECTED CONTINUE TO T1I-T1J-T1K]
[if SUBSTANCE USE SELECTED SKIP TO T1L-T1M-T1N]
[if SUICIDE SELECTED SKIP T1O-T1P T1Q]
T1I
Did you get the mental health help or support you needed? Select one.
Yes
Somewhat
No (Please explain why)
Don't know
Prefer not to answer
T1J.
Is there a time of the day that is especially difficult, and you could use extra support related to your mental health? Select all that apply.
Morning (5am to 9am)
Midday (10am to 2pm)
Evening (3pm to 7pm)
Night (8pm to 12am)
Early morning (1am to 4am)
No consistent time of day
Don't know/Prefer not to answer [exclusive]
T1K
If you were to seek help for your mental health in the future, would you consider the following? Select all that apply.
Access information online/website
Call a helpline
Text a helpline
Seek in-person help (drop in or by appointment)
None of the above [exclusive]
Don't know/Prefer not to answer [exclusive]
[if SUBSTANCE USE SELECTED IN T1H ASK T1L-T1M-T1N]
T1L
Did you get the substance use help or support you needed in the past year? Select one.
Yes
Somewhat
No (Please explain why)
Don't know
Prefer not to answer
T1M
Is there a time of the day that is especially difficult, and you could use extra support related to substance use? Select all that apply.
Morning (5am to 9am)
Midday (10am to 2pm)
Evening (3pm to 7pm)
Night (8pm to 12am)
Early morning (1am to 4am)
No consistent time of day
Don't know/Prefer not to answer [exclusive]
T1N
If you were to seek help for substance use in the future, would you consider the following? Select all that apply.
Access information online/website
Call a helpline
Text a helpline
Seek in-person help (drop in or by appointment)
None of the above [exclusive]
Don't know/Prefer not to answer [exclusive]
[if SUICIDE SELECTED IN T1H ASK T1O-T1P T1Q]
T1O
Did you get the help or support you needed related to concerns of suicide in the past year? Select one.
Yes
Somewhat
No (Please explain why)
Don't know
Prefer not to answer
T1P
Is there a time of the day that is especially difficult, and you could use extra support related to concerns of suicide? Select all that apply.
Morning (5am to 9am)
Midday (10am to 2pm)
Evening (3pm to 7pm)
Night (8pm to 12am)
Early morning (1am to 4am)
No consistent time of day
Don't know/Prefer not to answer [exclusive]
T1Q
If you were to seek help for concerns of suicide in the future, would you consider the following? Select all that apply.
Access information online/website
Call a helpline
Text a helpline
Seek in-person help (drop in or by appointment)
None of the above [exclusive]
Don't know/Prefer not to answer [exclusive]
T1R
ASK ALL RESPONDENTS
If you were to seek out services for mental health, substance use, or thoughts of suicide, which type of service provider would you most likely reach out to? Select all that apply.
Services offered by your local (e.g. city or town) municipality (city or town)
Services offered by your ethno-cultural community
Services offered specifically to those with your gender identity
Services offered by a non-government organization (e.g. non-profit, church, charitable)
Services offered by your family doctor/primary care clinic
Services offered by your provincial government agencies
Services offered by the Government of Canada
Services offered by the Centre for Addiction and Mental Health (CAMH)
Services offered by a privately/insurance paid health care professional/allied professional (e.g. therapist)
Other (please specify)
No strong preference, whichever has the best availability
Don't know/Prefer not to answer [exclusive]
T1S
ASK ALL RESPONDENTS
In November 2023, 9-8-8, a 24/7 suicide crisis helpline accessible via call or text in English and French, offering immediate support, became available across Canada.
Have you heard of the new 9-8-8 Suicide Crisis Helpline?
Yes
No
Don't know
Prefer not to answer
T1T
ASK ALL RESPONDENTS
If you were experiencing suicidal thoughts, how likely would you be to call or text 9-8-8: Suicide Crisis Helpline for suicide prevention support?
Very likely
Somewhat likely
Somewhat unlikely
Very unlikely
Don't know
Prefer not to answer
T1U
ASK ALL RESPONDENTS
If you knew someone who was experiencing suicidal thoughts, how likely would you be to call or text 9-8-8: Suicide Crisis Helpline for advice on what to do?
Very likely
Somewhat likely
Somewhat unlikely
Very unlikely
Don't know
Prefer not to answer
AD RECALL QUESTIONS
T1H: Here is the ad that has recently been broadcast on various media. Click here to watch.
[INSERT VIDEO]
AD1: 2SLGBTQI+ community
AD2: Men aged 35+ from ethnic/racialized demographics
AD3: Indigenous Peoples OR parents OR caregivers
AD4: Youth and young adults 16-34
THOSE WHO DON'T FALL INTO ANY GROUP:
[AD2: Originally geared towards men aged 35+ from ethnic/racialized demographics and AD3: Originally geared towards Indigenous Peoples OR parents OR caregiver]
AD1: Originally geared towards the 2SLGBTQI+ community and AD3: Originally geared towards Indigenous Peoples OR parents OR caregivers
[CLICK TO GO TO THE NEXT PAGE]
Over the past three weeks, have you seen, read or heard this ad?
Yes
No => GO TO T1J
T1I: Where have you seen, read or heard this ad?
SELECT ALL THAT APPLY
Internet website (e.g., The Weather Network)
Web search (e.g., Google, Bing)
Digital/streaming radio (e.g., Spotify, Radio Canada)
Digital/streaming TV (e.g., Netflix)
Digital billboard
YouTube
Reddit
Snapchat
TikTok
In a mobile app (e.g., Gas Buddy)
Shopping mall
Outdoor street furniture
Transit (e.g. bus, subway)
Gas stations
T1J: What do you think is the main point this ad are trying to get across?
T1K: Please indicate your level of agreement with the following statements about this ad?
| 1 Strongly Disagree |
2 | 3 | 4 | 5 Strongly Agree |
|
|---|---|---|---|---|---|
This ad catches my attention |
o |
o |
o |
o |
o |
This ad is relevant to me |
o |
o |
o |
o |
o |
This ad is difficult to follow |
o |
o |
o |
o |
o |
This ad does not favour one political party over another |
o |
o |
o |
o |
o |
This ad talks about an important topic |
o |
o |
o |
o |
o |
This ad provides new information |
o |
o |
o |
o |
o |
This ad clearly conveys that free mental health and substance use supports and resources are available |
o |
o |
o |
o |
o |
This ad prompts me to visit a Government of Canada website to learn more |
o |
o |
o |
o |
o |
This ad prompts me to visit additional websites for free mental health and substance use supports and resources |
o |
o |
o |
o |
o |
This ad prompts me to search for free mental health and substance use supports and resources at a later time |
o |
o |
o |
o |
o |
As a result of seeing this ad, I would share it with someone I know |
o |
o |
o |
o |
o |
[Ask all]
T1L. Did you [If NO in T1H: Will you] do any of the following as a result of seeing this ad? Please select all that apply.
[RANDOMIZE]
Visited[Visit] Canada.ca/mental‐health
Discussed[Discuss] your challenges with mental health with a healthcare professional/doctor, friend or family member
Shared[Share] the ad with someone you know
Shared [Share] the website with someone you know
Looked [Look]for information for free mental health and substance use support and resources online
Other, specify [anchor]
You didn't[won't] do anything as a result of seeing the ad [anchor][exclusive]
Don't know/Prefer not to answer [anchor exclusive)
DEMOGRAPHIC QUESTIONS
D1: Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
working full-time (30 or more hours per week)
working part-time (less than 30 hours per week)
self-employed
unemployed, but looking for work
a student attending school full-time
retired
not in the workforce (Full-time homemaker or unemployed but not looking for work)
other employment status
prefer not to answer
D2: What is the highest level of formal education that you have completed?
SELECT ONE ONLY
Grade 8 or less
Some high school
High school diploma or equivalent
Registered Apprenticeship or other trades certificate or diploma
College, CEGEP or other non-university certificate or diploma
University certificate or diploma below bachelor's level
Bachelor's degree
Postgraduate degree above bachelor's level
Prefer not to answer
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
under $20,000
between $20,000 and $40,000
between $40,000 and $60,000
between $60,000 and $80,000
between $80,000 and $100,000
between $100,000 and $150,000
between $150,000 and $200,000
$200,000 and above
prefer not to answer
D5: Where were you born?
Born in Canada
Born outside Canada
Specify the country:
Prefer not to answer
ASK IF D5=BORN OUTSIDE CANADA
D6: In what year did you first move to Canada?
YYYY
Prefer not to answer
ADMISSIBLE RANGE: 1900-2024
D7: What is (are) the language(s) you first learned at home as a child and still understand?
SELECT UP TO TWO
English
French
Other language, specify
Prefer not to answer [exclusive]
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.
FOR INFORMATION ABOUT MENTAL HEALTH AND SUBSTANCE USE SUPPORTS, PLEASE VISIT Canada.ca/mental-health