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
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.
Brad Griffin
President
Ipsos Public Affairs
Mental Health, Substance Use, and 9-8-8: Suicide Crisis Helpline – Three Advertising Campaign Evaluation Tool (ACET) Surveys
Executive Summary
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.