Prepared for Immigration,
Refugees and Citizenship Canada
Supplier name: Advanis Inc.
Contract number: B8815-21-0121/001/CY
Contract value: $41,329.57 (including HST)
Award date: February 5, 2021
Delivery date: March 31, 2021
Registration number: POR 115-20
For more information on this
report, please contact IRCC at:
IRCC.COMMPOR-ROPCOMM.IRCC@cic.gc.ca
Ce rapport est aussi disponible en français
This public opinion research
report presents the methodological details for the 2020-21 Newcomer Services
Advertising Campaign ACET online study conducted by Advanis
Inc. on behalf of Immigration, Refugees and Citizenship Canada (“IRCC”). The
survey for the baseline (pre-advertising campaign) wave was administered with
531 newcomers to Canada between February 16th and 22nd, 2021, while the
post-advertising campaign wave was conducted with 538 newcomers March 18th
to March 29th, 2021.
Cette publication est aussi
disponible en français sous le titre : Campagne publicitaire sur
les services à l’intention des nouveaux arrivants ACET (2020-21)
This publication may be
reproduced for non-commercial purposes only. Prior written permission must be
obtained from Immigration, Refugees and Citizenship Canada. For more
information on this report, please contact Immigration, Refugees and
Citizenship Canada at IRCC.COMMPOR-ROPCOMM.IRCC@cic.gc.ca
or at:
Communications Branch
Immigration, Refugees and Citizenship Canada
Jean Edmonds Tower South
365 Laurier Ave W
Ottawa ON K1A 1L1
Catalogue Number: Ci4-226/2021E-PDF
International Standard Book Number (ISBN): 978-0-660-40208-6
Related publications (registration number: POR 115-20):
Catalogue Number: Ci4-226/2021F-PDF (Methodological Report, French)
ISBN: 978-0-660-40209-3
© Her Majesty the Queen in Right
of Canada, as represented by the Minister of Immigration, Refugees and Citizenship
Canada, 2021
I hereby certify as Senior
Officer of Advanis that the deliverables fully comply
with the Government of Canada political neutrality requirements outlined in
the Policy on Communications and Federal Identity and the Directive on the
Management of Communications.
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.
Signed: Nicolas Toutant,
Vice-President, Research and Evaluation
Nicolas Toutant, Vice-President,
Research and Evaluation
The Government of Canada wishes
to make it easier for immigrants to build successful lives in Canada. In order to
raise awareness among newcomers about services permanent residents can access,
the Government of Canada launched the Newcomer Services advertising campaign in
2009, to inform newcomers to Canada about the settlement services available to
help them succeed in their new country. In 2020-21, the campaign also
aimed to provide information on how to access the services during the COVID-19
pandemic.
The Government of Canada requires
a campaign evaluation using the Advertising Campaign Evaluation Tool (ACET) for
all advertising campaigns with a media buy exceeding $1,000,0001
1See the Directive on the Management of
Communications:https://www.tbs-sct.gc.ca/pol/doc-eng.aspx?id=30682#appB
The purpose of this quantitative
study is to ensure that advertising aimed at newcomers to Canada was effective
and appropriate and that it accomplished its objective to build awareness and
understanding of the settlement services available during the pandemic.
The focus of the survey was
newcomers to Canada since 2015 across the country (outside Quebec). This study
measured awareness, recall and impact of the ads among the target population.
It consisted of two survey waves: a baseline wave conducted before the campaign
launch and a wave at the end of the campaign. More precisely the study aimed to
assess:
The results of this research provided
feedback on the effectiveness of the ads in raising awareness among the target
audience about the services available to them. The results will also be used to
guide and inform the design and implementation of future public awareness and
outreach activities aimed at newcomers.
The baseline wave of the survey
was conducted online with 531 newcomers to Canada (since 2015, aged 18 and
older) outside of Quebec from February 16 to February 22, 2021. The
post-campaign wave of the survey was conducted with 538 newcomers to Canada
outside of Quebec from March 18 to March 29, 2021. Respondents from a
pre-profiled database recruited randomly via telephone were sent SMS or email
invites to participate in the study. The average survey length of the baseline
survey was 5 minutes, and was 8 minutes for the post-campaign survey. The
online survey sample was non-probability, meaning that a margin of error cannot
be calculated. The data reported was weighed to replicate, as closely as
possible, actual newcomer population distribution by age and gender within
Canada according to IRCC data. Respondents were offered the survey in the
official language of their choice.
A full quantitative methodology
report, including all information about the execution of the fieldwork that is
needed to replicate the research initiative, can be found can be found under a
separate cover (“Newcomer Services Campaign ACET (2020-2021) Methodological
Report”). The quantitative survey research instruments and a set of tabulated
results from the quantitative surveys are provided in English and French under
separate covers.
The value of this contract,
including HST, is $41,329.57.