Financial Benefits for Canadian Families Advertising Campaign: Concept Testing

Executive Summary

December 2010

Prepared for: Human Resources and Skills Development Canada

For more information:
Public Opinion Research Unit: nc-por-rop-gd@hrsdc-rhdcc.gc.ca

Ce rapport est aussi disponible en français sur demande

Contract number: G9178-100001/009/CY
Contract award: November 11, 2010
Fieldwork completed: December 2, 2010
POR-065-10
Contract Cost including HST: $70,372.53
Final Report: February 1, 2011

Prepared by:
Phase 5 Consulting Group Inc.
Contact: Carol Blackie carolb@phase-5.com

Executive Summary

Background

Human Resources and Skills Development Canada (HRSDC) was selected to lead a campaign focusig on financial benefits for Canadian families. The primary objective of the campaign is to raise awareness among Canadian parents of the financial resources available from the Government of Canada (GOC) to help them raise their children in a nurturing environment.

The specific research objectives included the following.

• To obtain reactions to, and assess the effectiveness of, the creative concepts.
• To obtain feedback on preliminary creative elements and messaging.
• To determine how well the developed concepts will support the advertising campaign’s objectives of raising awareness among Canadian parents of the financial resources available from the Government of Canada.
• To provide insights that will guide the further development of effective core communication elements (e.g. themes, messages, images). 

Approach

The overall approach to the work included the conduct of 8 focus groups with Canadian parents. The sessions were conducted in English and French in Toronto, Montréal, Calgary and Moncton.

Readers are reminded that the results of qualitative research are not statistically representative. They therefore cannot be generalized to a wider population and represent only the perceptions and opinions of a select group. Notwithstanding this point, the feedback obtained through the focus groups provided useful direction and guidance for moving forward with the next versions of the creative concepts.

Key Conclusions and Implications

The Context

• When asked about their hopes and dreams for their children, participants were most likely to refer to a good education, having children with strong self-esteem, financial security and health and who are happy and possess strong values.

Recommendation: Incorporate a reference to some, or all, of these hopes and dreams into the text and images used in the ads in order to increase the extent to which the ads will resonate with parents.

• The vast majority of participants agreed that the GOC has the responsibility to support families. Assuming that basic needs related to food, shelter and health are being addressed, the most frequently mentioned area that should be a focus for support was assistance with post-secondary education.

Recommendation: Include a reference to post-secondary education in the text or images used in the ads.

• The majority of respondents did not feel well informed about the range of financial programs available to them, nor were they familiar with the full range of programs presented to them during the sessions.

Implications: The research supports the need for a campaign designed to raise awareness among Canadian parents of the financial resources available to them from the GOC.

• Respondents who had had past experience with 1 800 O-Canada and with the Service Canada web site indicated that it is difficult to obtain information to a question that is general in nature. They emphasized that you need to know exactly what you are looking for.

Recommendation: The campaign should arm Canadians with the information they require to formulate specific requests or questions. Whether the impression is correct or inaccurate, the call-to-action will have more traction if Canadians are confident that their inquiry or search will be successful.

Overall Reactions to the Concepts

• Both ad concepts clearly communicated the fundamental purpose of the campaign. Participants consistently understood the reason behind the campaign and what is it endeavoring to do. With changes, both concepts should also be successful at driving traffic to the Service Canada website or 1 800 O-Canada to seek more information.

• Overall, both ad concepts were well received.  The support for both ads is reflected in the ranking where the ‘Child First’ concept is only slightly preferred to the ‘Don’t Forget’ concept. Respondents were also asked if their preferred choice was a solid foundation for a campaign. The majority said ‘yes’ and very few reacted strongly negatively to either concept.

The main reasons for preferring the ‘Child First’ concept included:

• It is more informative – the main reason is the inclusion of the list of programs on the print ad.
• It was regarded as more professional and serious and, as a result, more suitable for the Government of Canada.
• It was regarded as clearer and simpler and, as a result, the main messages were more effectively communicated.
• They liked the inclusion of graphics that clearly communicated eligible age ranges.
• They preferred the radio ad. Although there were respondents who preferred the radio ad from the ‘Don’t Forget’ concept, this was less likely to be mentioned as a reason for preferring the concept overall.

The main reason for preferring the ‘Don’t Forget’ concept included:

• The overall tone of the ad. It was regarded as ‘friendly’, ‘familiar’ and ‘fun’. It was easy to relate to the family fridge and the use of post-it notes. The ‘don’t forget’ theme was also seen as a gentle nudge that was a good fit for the overall personable tone of the concept.

Implication: No clear and/or obvious winner emerged. Either ad concept could form a workable foundation for a campaign. In addition, some of the reasons for preferring the ‘Child First’ concept could be incorporated in the ‘Don’t Forget’ concept, e.g. communicate eligible age ranges. The decision will rest in the overall image the Government of Canada wants to portray and how this campaign is to be positioned.  

Guiding Principles and Lessons Learned

The review and discussion of the proposed themes did reveal important guiding principles / lessons learned that will be important to consider when refining the selected concept.

Relevant to All Ads

• In addition to lack of awareness, several believed that looking into and applying for support programs would be difficult to do. In order to increase take-up, the messaging and look of the campaign should take steps to make the process appear uncomplicated.
• Ensure the images and / or information provided in the ads communicates the range of ages eligible for family support. This was effectively achieved through the images used in the ‘Child First’ print ad.
• The ‘Don’t miss out’ message was well received and some stated it is a strong call to action. Ensure this message is prominent.
• The URL is regarded as too complicated and hard to recall, particularly when presented in the radio ad. Consider a URL that is directly linked to the campaign and / or the intent of the ads. In addition, the ‘www’ should be dropped and the pace slowed down when announcing it in the radio ad.
• The phrase ‘we want to help’ was well received in the ‘Child First’ ad. It contributes to creating a positive, caring tone. Language that creates the sense that the GOC is there to help / support families should be maintained.
• If the Child First concept is used, consider changing the word ‘child’ to ‘family’ to ensure the message does not make anyone who does not always put their child first feel guilty and portrays the more realistic and inclusive notion of family.

Relevant to the Print Ads

• Ensure the core messages are prominently placed and easy to see so that the viewer does not have to work too hard to ascertain that the ads are related to ‘financial support from the Government of Canada’. One approach is to move the core message to the top of the ad.
• Include the list of programs. This arms Canadians with the information they need when visiting the website or calling the 1 800 #. Canadians are more likely to call or visit the website if they have something specific to ask about or look for. They are also less likely to assume that they are aware of all the programs that are relevant to them.
• Ensure that it is very clear that the ad is sponsored by the GOC. This increases the importance of the ad and separates it from private sector sales-oriented ads.
• Ensure the contact information for the website and the 1 800 number is prominently placed and that the font is easy to read.

Relevant to the Radio Ads

• The family-oriented scenes used in the ‘Child First’ ad worked well. They are a positive feature of the concept and add to its warmth. They should be maintained if this concept is used. However, consider using scenarios that cross income levels and length of time in Canada. In this case the hockey scene may alienate some as it is regarded as an expensive sport and is not a familiar family activity for newcomers to Canada.
• The use of a child’s voice attracted attention and was well received. This should be retained / incorporated into the radio ad.
• The tone, pace and content of the informative section of both radio ads was well received. The format and style should be maintained.
• The transition from the first part of the ad to the informative piece was not smooth in both ads and caused confusion. Steps should be undertaken to make the connection between the two parts of the ad clearer to listeners.
• Ensure the pace of the ad is appropriate for those whose first language is not English or French.

Relevant to the Internet Ads

• The attention of site visitors needs to be drawn immediately. Participants emphasized that core messages should be presented at the outset of the ad, not at the end in order to increase the number who view the ad.
• Ensure that it is very clear from the outset that the ad is sponsored by the GOC. The GOC wordmark should appear on each screen. 
• Ensure the contact information for the website and the 1 800 number is prominently placed and that the font is easy to read.
• Internet users are looking for, and familiar with, interactivity and more active engagement. Take steps to proactively engage the site visitors. For example, ‘Click here to see what your family is eligible for…’