Do you, or does anyone in your household, work in any of the following areas?
1 = A marketing research firm
2 = A magazine or newspaper
3 = An advertising agency or graphic design firm
4 = A political party
5 = A radio or television station
6 = A public relations company
7 = Federal or provincial government
8 = None of the above

1 = Male
2 = Female
3 = Other
4 = Prefer not to answer

In which of the following age categories do you belong?
0 = Less than 18 years old
1 = 18 to 24
2 = 25 to 34
3 = 35 or older

In which province or territory do you live?
1 = Alberta
2 = British Columbia
3 = Manitoba
4 = New Brunswick
5 = Newfoundland and Labrador
6 = Northwest Territories
7 = Nova Scotia
8 = Nunavut
9 = Ontario
10 = Prince Edward Island
11 = Quebec
12 = Saskatchewan
13 = Yukon
14 = None of the above

Over the past three weeks, have you seen, heard or read any advertising from the Government of Canada?
1 = Yes
2 = No

Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?
1 = Cinema
2 = Facebook
3 = Internet website
4 = Magazines
5 = Newspaper (daily)
6 = Newspaper (weekly or community)
7 = Outdoor billboards
8 = Pamphlet or brochure in the mail
9 = Public transit (bus or subway)
10 = Radio
11 = Television
12 = Twitter
13 = YouTube
14 = Instagram
15 = LinkedIn
16 = Snapchat
17 = Spotify
18 = Other
98 = Don't know

What do you remember about this ad?
1 = About the government/Political party/Justin Trudeau
13 = About smoking/vaping/Cigarette packaging/Dangers of vaping
30 = Canadian Armed Forces/Joining the Armed Forces
32 = Donald Trump/Justin Trudeau meeting with Donald Trump
36 = Talking about COVID-19/News/updates about COVID-19
39 = Staying safe/Preventing the spread of COVID-19/Social distancing/Wear a mask/Wash hands
41 = About the safety/effects of cannabis/edibles

How did you know that it was an ad from the Government of Canada?
1 = The logo
2 = They said so/They said Government of Canada
3 = Prime Minister/Justin Trudeau
4 = Showed the website link/address
5 = Showed the Canadian flag
6 = By the content/message of the ad
7 = Liberal Party ad
8 = The music/Heard national anthem
9 = It looked/seemed like a government ad (general)
10 = Heard it on the news/radio/tv
98 = Don't know
99 = Other

What do you remember about this ad?
1 = About the Canadian Armed Forces
2 = Recruitment/Jobs available
3 = Good/Informative ad
4 = Shows the work/jobs done by the Armed Forces
5 = Canada's 150th anniversary/celebrations
6 = Support/Appreciate our troops/soldiers
7 = Message from the Government of Canada
8 = The visuals/pictures
9 = The logo
10 = Financial support/benefit
11 = About COVID-19
12 = Showed women/Women in the Armed Forces
13 = War/Ukraine and Russia
14 = Benefits of joining the Armed Forces/Free education
97 = Nothing
98 = Don't know
99 = Other

What did you do as a result of seeing, hearing, or reading recent advertising about the Canadian Armed Forces?
1 = Visited the Department of National Defence/DND website
2 = Visited other website(s)
4 = Telephoned the Department of National Defence/DND
5 = Visited the Department of National Defence/DND in person
6 = Visited the Department of National Defence/DND social media pages
7 = Other
8 = Discussed it/Spoke with friends
9 = Visited Canadian Armed Forces jobs website
97 = Nothing
98 = Don't know

What do you remember about this ad?
1 = Showed Canadian Armed Forces
2 = Recruitment/Jobs available
3 = Good/Informative ad
4 = Shows the work/jobs done by the Armed Forces
5 = People were happy/proud of their job
6 = Soldiers helping people
7 = Showed women/Women in the Armed Forces
8 = Government ad/Sponsored by the government
9 = Bad ad/Don’t like it
10 = War/Ukraine and Russia
11 = Showed them in training/doing drills
12 = Benefits of joining the Armed Forces
13 = General ad mentions (non-specific)
97 = Nothing
98 = Don't know
99 = Other

If someone you know, such as a family member or friend, told you that they were joining the Canadian Armed Forces, how would you view that decision? Would your reaction be...
1 = Very favourable
2 = Somewhat favourable
3 = Neutral
4 = Somewhat unfavourable
5 = Very unfavourable

- To what extent are you aware of career or job options in the Canadian Armed Forces?
1 = 1 - Not at all informed
2 = 2
3 = 3
4 = 4
5 = 5 - Very informed

Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?
1 = Cinema
2 = Facebook
3 = Internet website
4 = Magazines
5 = Newspaper (daily)
6 = Newspaper (weekly or community)
7 = Outdoor billboards
8 = Pamphlet or brochure in the mail
9 = Public transit (bus or subway)
10 = Radio
11 = Television
12 = Twitter
13 = YouTube
14 = Instagram
15 = LinkedIn
16 = Snapchat
17 = Spotify
18 = Other

What do you think is the main point this ad is trying to get across?
1 = Recruitment/Join the Armed Forces
2 = Job opportunities/Different jobs available
3 = Women in the Armed Forces/Want women to join the Armed Forces
4 = Learn new skills/Training provided
5 = Good/Rewarding career
6 = Anyone can join the Armed Forces/Diversity
7 = Canadian Armed Forces/Awareness about the Armed Forces
8 = Opportunities/Benefits/Positive working experience
9 = Follow your passion/True calling
10 = General positive ad mentions
11 = Protecting your country/Saving lives of Canadian citizens
12 = Negative mentions (army, war, job, etc)
97 = Nothing
98 = Don't know
99 = Other

Do you think this advertisement provides an authentic representation of the Canadian Armed Forces?
1 = Yes
2 = No
3 = Don't know

Please indicate your level of agreement with the following statements about this ad. - This ad catches my attention
1 = 1 - Strongly disagree
2 = 2
3 = 3
4 = 4
5 = 5 - Strongly agree

Which of the following categories best describes your current employment status? Are you…
1 = Working full-time (30 or more hours per week)
2 = Working part-time (less than 30 hours per week)
3 = Self-employed
4 = Unemployed, but looking for work
5 = A student attending school full-time
6 = Other employment status

What is the highest level of formal education that you have completed?
1 = Grade 8 or less
2 = Some high school
3 = High school diploma or equivalent
4 = Registered Apprenticeship or other trades certificate or diploma
5 = College, CEGEP or other non-university certificate or diploma
6 = University certificate or diploma below bachelor's level
7 = Bachelor's degree
8 = Postgraduate degree above bachelor's level

Where were you born?
1 = Born in Canada
2 = Born outside Canada

Where were you born? - OTHER COUNTRY SPECIFIED
3 = United Kingdom
4 = China
5 = United States
6 = India
7 = Hong Kong
8 = Ukraine
9 = Taiwan
10 = Philippines
11 = Pakistan
12 = France
13 = Germany
14 = Italy
15 = Iran
16 = Nigeria
17 = Bangladesh
18 = Jamaica
19 = Ireland
20 = Egypt
21 = Kenya
22 = Brazil
23 = Vietnam
24 = Thailand
25 = Algeria
26 = Romania
27 = Morocco
28 = Haiti
29 = United Arab Emirates
30 = Japan
31 = South Korea
32 = Colombia
33 = Turkey
34 = Sri Lanka
35 = Mexico
36 = Ghana
96 = Prefer not to say
99 = Other

You may belong to one or more racial or cultural groups on the following list. Are you...?
1 = White
2 = South Asian (e.g., East Indian, Pakistani, Sri Lankan)
3 = Chinese
4 = Black
5 = Filipino
6 = Latin American
7 = Arab
8 = Southeast Asian (e.g., Vietnamese, Cambodian, Malaysian, Laotian)
9 = West Asian (e.g., Iranian, Afghan)
10 = Korean
11 = Japanese
12 = Other
13 = None of the above
14 = First Nations/Indigenous/Metis/Inuit
15 = Caribbean

What is the language you first learned at home as a child and still understand?
1 = English
2 = French
3 = Other

1 = March21
2 = August21
3 = February22

What do you remember about this ad?
97 = Nothing

How did you know that it was an ad from the Government of Canada?
98 = Don't know