Target audience
LOCATION | GROUP | LANGUAGE | DATE | TIME (EST) | GROUP COMPOSITION | NUMBER OF PARTICIPANTS |
---|---|---|---|---|---|---|
Sudbury and Thunder Bay Districts | 1 | English | Apr 6 | 6:00-8:00 pm | Opinion Leaders/Influencers/Paying more attention to news/media | 5 |
Calgary and Edmonton | 2 | English | Apr 7 | 8:00-10:00 pm | People Experiencing COVID Fatigue/Exhibiting Riskier Behaviours (Age 20-34) COVID Hotspots | 6 |
Greater Montreal Area (GMA) | 3 | French | Apr 8 | 6:00-8:00 pm | Received 1st Dose of COVID-19 vaccine | 7 |
Central and Southern Ontario | 4 | English | Apr 12 | 6:00-8:00 pm | Indigenous | 6 |
Mid-size and Major Centres Atlantic Canada | 5 | English | Apr 13 | 5:00-7:00 pm | Vaccine Hesitant | 8 |
Yukon and Northwest Territories | 6 | English | Apr 15 | 9:00-11:00 pm | Received 1st Dose of COVID-19 vaccine | 7 |
Windsor-Essex, Lambton and Niagara Regions | 7 | English | Apr 20 | 6:00-8:00 pm | Fatigue/Exhibiting Riskier Behaviours (Age 35-49) COVID Hotspots | 7 |
Mid-size and Major Centres Quebec | 8 | French | Apr 21 | 6:00-8:00 pm | Opinion Leaders/Influencers/Paying more attention to news/media | 6 |
Interior B.C. | 9 | English | Apr 22 | 9:00-11:00 pm | General Population | 6 |
Rural Quebec | 10 | French | Apr 27 | 6:00-8:00 pm | General Population | 7 |
Major Centres Ontario | 11 | English | Apr 28 | 6:00-8:00 pm | Parents of Young Children Ages 1-10 | 7 |
Mid-size and Major Centres Prairies | 12 | English | Apr 29 | 8:00-10:00 pm | General Population | 7 |
Total number of participants | 79 |
Group | % of Canadians who had received at least one COVID-19 vaccine dose | Canada’s International Ranking | Canada’s Ranking within the G20 |
---|
Windsor-Essex, Lambton and Niagara Regions | 25% | 17 | 3 |
---|---|---|---|
Mid-size and Major Centres Quebec | 25% | 16 | 3 |
Interior B.C. | 26% | 16 | 3 |
Rural Quebec | 30% | 15 | 3 |
Major Centres Ontario | 30% | 15 | 3 |
Mid-size and Major Centres Prairies | 31% | 14 | 3 |
The above video ad begins with a blue-grey backdrop with the square images of nine different people smiling. The people include a woman holding a mug, a boy sitting in a wheelchair, a man smiling, a second man in a wheelchair, a man outdoors, a woman smiling, a group of three sitting around a table and a woman outdoors. On the right-hand side of the screen, there is also a white outline of a maple leaf. As the video plays, all the images fold onto one another and eventually disappear. The outline of the maple leaf then grows and takes up most of the right half of the screen. On the left, white text reads ‘Vaccine Safety’ in bold font. Below, white text reads ‘COVID-19 Vaccines Explained.’ The next screen has the same maple leaf and white bold text then reads ‘The COVID-19 vaccines were authorized quickly. How do we know they are safe?’ The video then switches to Dr. Supriya Sharma, Chief Medical Advisor for Health Canada (where her name and title are written on the bottom left-hand side of the frame in white text). She proceeds to say ‘COVID-19 vaccines went through exactly the same type of review that any vaccine would. In Health Canada, we have dedicated special teams that are only reviewing these vaccines and they look at the same amount of data as they would for any vaccine that would be authorized in Canada, they just do that faster. So the teams are only working on one COVID-19 vaccine at a time, they are working 24/7 and they are making sure that all of the data shows us that these vaccines are safe and effective and that ultimately the benefits outweigh the potential risks.’ The scene then switches back to the blue-grey backdrop with the white outline of a maple leaf on the right-hand side, with bold white text on the left reading ‘How are the COVID-19 vaccines being monitored for safety?’ The scene then switches back to Dr. Supriya Sharma who says ‘What we know about these vaccines so far is the result of a lot of study. Study in the labs, in the animal studies as well as clinical trials that involve thousands and thousands of people. And what we know is that it is unlikely that there will be other side effects that will show up in the long term. But we want to make sure that that is the case and that is why we have requirements on the manufacturers to continue to monitor these vaccines for two years. We get information from the millions of doses that are being administered internationally, and of course, are following very closely the vaccines that are being delivered in Canada and so if any issue comes up at all in terms of the safety we will look at that as quickly as possible and do whatever we need to make sure that these vaccines make sure to be as safe and as effective as possible. The scene then switches back to the blue-grey backdrop with the white outline of a maple leaf on the right-hand side, with bold white text on the left reading ‘Will you get the COVID-19 vaccine?’ The scene then switches back to Dr. Supriya Sharma who says ‘So, when it is my turn to get the vaccine, I absolutely will roll up my sleeve and not hesitate to take any of the vaccines that have been authorized by Health Canada. And the reason being, well, one, I want to protect myself against COVID-19 and getting very sick from that which is a possibility, but more than that, I want to protect others and we know that the more people we get vaccinated as soon as possible, the more we are all protected against COVID-19. The scene then switches back to the blue-grey backdrop where in bold white text at the top of the screen reads ‘Got questions?’ below, there are three white text bubbles with blue-grey font reading ‘Are the vaccines safe? Are side effects common? What are the vaccine ingredients?’ The next slide then reads, in white bold text ‘Good. We’ve Got Answered’ with ‘Canada.ca/covid-vaccine in white, normal font. The ad ends with a black screen and as the Government of Canada Wordmark is displayed in the middle, the Government of Canada jingle plays.
The ad begins by depicting a group of friends sitting around a table together sharing food and playing games. The scene pans out wider to show a man who is wearing an apron and carrying tools, an elderly woman using a walker, a younger woman delivering food, and a woman serving coffee. The ad finishes with a close up of the elderly woman using a walker with white text across the screen reading ‘Let’s keep following public health measures’ with clip art below showing an open hand with a water droplet above it, two figures socially distanced, a face mask and the COVID Alert App icon. While music plays, a voice over says ‘You could spread COVID-19 further than you think. As vaccines rollout, keep following public health measures to help keep others safe.’ The ad ends with a black screen and the Government of Canada Wordmark.
The ad begins by depicting a group of friends sitting around a table together sharing food and playing games. The scene pans out wider to show a man who is wearing an apron and carrying tools, an elderly woman using a walker, a younger woman delivering food, a woman serving coffee and a mail carrier. The ad finishes with this scene of all the characters in the same room and white text across the screen reading ‘Let’s keep following public health measures’ with clip art below showing an open hand with a water droplet above it, two figures socially distanced, a face mask and the COVID Alert App icon. While music plays, a voice over says ‘you could spread COVID-19 further than you think. As vaccines rollout, keep following public health measures to help keep others safe.’ The ad ends with a black screen and the Government of Canada Wordmark.
GROUP | DATE | TIME (EDT) | TIME (LOCAL) | LOCATION | COMPOSITION | MODERATOR |
---|---|---|---|---|---|---|
1 | Tues., April 6 | 6:00-8:00 | 6:00-8:00 (EDT) | Sudbury and Thunder Bay Districts Ontario | Opinion Leaders/ Influencers/Paying more Attention to News/Media | DN |
2 | Wed., April 7 | 8:00-10:00 | 6:00-8:00 (MDT) | Calgary and Edmonton | People Experiencing COVID-19 Fatigue/Exhibiting Riskier Behaviours, Age 20-35/COVID-19 Hotspot | TBW |
4 | Mon., April 12 | 6:00-8:00 | 6:00-8:00 (EDT) | Central and Southern Ontario | Indigenous Peoples | DN |
5 | Tues., April 13 | 5:00-7:00 | 6:00-8:00 (ADT) 6:30-8:30 (NDT) | Mid-size Centres Atlantic Canada | Vaccine Hesitant | TBW |
6 | Thurs., April 15 | 9:00-11:00 | 7:00-9:00 (MDT) 6:00-8:00 (MST) | Yukon and Northwest Territories | Recipient of First Dose of COVID-19 Vaccine | TBW |
7 | Tues., April 20 | 6:00-8:00 | 6:00-8:00 (EDT) | Windsor-Essex, Lambton and Niagara Region | People Experiencing COVID-19 Fatigue/Exhibiting Riskier Behaviours, Age 35-49/COVID-19 Hotspot | DN |
9 | Thurs., April 22 | 9:00-11:00 | 6:00-8:00 (PDT) | Interior BC | General Population | TBW |
11 | Wed., April 28 | 6:00-8:00 | 6:00-8:00 (EDT) | Major Centres Ontario | Parents of Children, Age 1-10 | DN |
12 | Thurs., April 29 | 8:00-10:00 | 6:00-8:00 (CST) 7:00-9:00 (CDT) | Mid-size and Major Centres Prairies | General Population | TBW |
LOCATION | CITIES | |
---|---|---|
Sudbury and Thunder Bay Districts Ontario | Cities include: Sudbury District: Sudbury, Espanola, French River, Markstay-Warren, St. Charles Thunder Bay District: Thunder Bay, Greenstone, Marathon ENSURE 4 PARTICIPANTS FROM EACH DISTRICT. NO MORE THAN THREE PER CITY. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 1 |
Calgary and Edmonton | Cities include: Calgary, Edmonton ENSURE 4 PARTICIPANTS FROM EACH CITY. PARTICIPANTS SHOULD RESIDE IN THE ABOVE-NOTED CENTERS PROPER. |
CONTINUE - GROUP 2 |
Central and Southern Ontario | Cities could include (but are not limited to): Central: Toronto, Durham Region (Ajax, Clarington, Brock, Oshawa, Pickering, Whitby), York Region (Markham, Vaughan, Richmond Hill, Newmarket, Aurora), Peel Region (Mississauga, Brampton), Simcoe Region, Dufferin Region (Mono, Orangeville) Southern: Hamilton, Waterloo, Halton Region (Burlington, Halton Hills, Oakville, Milton), Middlesex County (London, Strathroy, Mount Brydges) Wellington County (Guelph, Fergus, Elora, Belwood), Brantford ENSURE 4 PARTICIPANTS FROM CENTRAL ONTARIO AND 4 FROM SOUTHERN REGION. ENSURE A GOOD MIX OF CITIES ACROSS THESE REGIONS. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 4 |
Mid-size Centres Atlantic Canada | Cities could include (but are not limited to): NS: Truro, New Glasgow, Glace Bay, Sydney Mines, Kentville NB: Fredericton, Saint John, Quispamsis-Rothesay, Bathurst, Edmundston, Chatham – Douglastown, Cambellton PEI: Charlottetown, Summerside N&L: Mount Pearl, Corner Brook, Conception Bay, Paradise, Grand Falls-Windsor, Gander ENSURE 2 PARTICIPANTS FROM EACH PROVINCE. ENSURE A GOOD MIX OF CITIES WITHIN EACH PROVINCE. |
CONTINUE GROUP 5 |
Yukon and Northwest Territories | Cities include (but not limited to): Yukon: Whitehorse, Dawson City NWT: Yellowknife, Hay River, Inuvik, Fort Smith ENSURE 4 PARTICIPANTS PER TERRITORY. AIM FOR MULTIPLE CITIES IN EACH TERRITORY. |
CONTINUE - GROUP 6 |
Windsor-Essex, Lambton and Niagara Region | Cities could include (but are not limited to):
Windsor-Essex Region: Windsor, Lakeshore, La Salle, Leamington, Tecumseh, Essex, Amherstburg, Kingsville Lambton Region: Sarnia, St. Clair, Lambton Shores Niagara Region: Niagara Falls, Port Corlbone, St. Catherines, Thorold, Welland, Fort Erie, Grimsby, Lincoln ENSURE 2-3 PARTICIPANTS FROM EACH REGION. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 7 |
Interior B.C. | Cities could include (but are not limited to): Kamloops, Vernon, Kelowna, Penticton, Peachland Nelson, Cranbrook, Golden, Revelstoke, Prince George, Williams Lake, Fort St. John ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. NO MORE THAN 2 PARTICIPANTS PER CITY. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 9 |
Major Centres Ontario | Cities include: Toronto, Ottawa and Hamilton.
ENSURE 2-3 PARTICIPANTS FROM EACH CITY. PARTICIPANTS SHOULD RESIDE IN THE ABOVE-NOTED CENTERS PROPER. |
CONTINUE - GROUP 11 |
Mid-size and Major Centres Prairies | Cities include: Manitoba: Winnipeg, Brandon, Steinbach, Thompson, Portage la Prairie, Winkler, Selkirk, Morden, Dauphin, The Pas, Flin Flon. Saskatchewan: Saskatoon, Regina, Prince Alberta, Moose Jaw, Swift Current, Yorkton, North Battleford, Lloydminster, Estevan, Warman, Weyburn, Martensville, Melfort, Humboldt, Meadow Lake. ENSURE 4 PARTICIPANTS FROM EACH PROVINCE. MAX 2 PARTICIPANTS FROM MAJOR CITIES IN EACH PROVINCE (WINNIPEG/BRANDON, SASKATOON/REGINA). ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 12 |
Other | THANK AND END | |
VOLUNTEERED Prefer not to answer | - | THANK AND END |
Less than two years | THANK AND END |
---|---|
Two years or more | CONTINUE |
Don’t know/Prefer not to answer | THANK AND END |
Yes | CONTINUE ENSURE A GOOD MIX OF DIFFERENT INDIGENOUS GROUPS. |
---|---|
No | THANK AND END |
Don’t know/Prefer not to answer |
Child | Age |
---|---|
1 | |
2 | |
3 | |
4 | |
5 |
Under 18 years of age | IF POSSIBLE, ASK FOR SOMEONE OVER 18 AND REINTRODUCE. OTHERWISE THANK AND END. |
---|---|
18 - 19 | IF CALGARY & EDMONTON OR WINDSOR-ESSEX, LAMBTON AND NIAGARA REGION = THANK AND END ALL OTHER LOCATIONS, CONTINUE |
20 - 34 | IF CALGARY & EDMONTON = GROUP 2 IF WINDSOR-ESSEX, LAMBTON AND NIAGARA REGION = THANK AND END ALL OTHER LOCATIONS, CONTINUE |
35 - 49 | IF CALGARY & EDMONTON = THANK AND END IF WINDSOR-ESSEX, LAMBTON AND NIAGARA REGION = GROUP 7 ALL OTHER LOCATIONS, CONTINUE |
50 + | IF CALGARY & EDMONTON OR WINDSOR-ESSEX, LAMBTON AND NIAGARA REGION = THANK AND END ALL OTHER LOCATIONS, CONTINUE |
VOLUNTEERED Prefer not to answer | THANK AND END |
Male | CONTINUE |
---|---|
Female | CONTINUE |
GROUPE | DATE | HEURE (DE L’EST) | LIEU | COMPOSITION DU GROUPE | MODÉRATEUR |
---|---|---|---|---|---|
3 | 8 avril | 18 h-20 h | Grande région de Montréal – y compris la ville de Montréal | Personnes ayant reçu la première dose d’un vaccin contre la COVID-19 | M. Proulx |
8 | 21 avril | 18 h-20 h | Grandes villes et villes de taille moyenne du Québec | Guides d’opinion, influenceurs, personnes plus attentives aux nouvelles ou aux médias | M. Proulx |
10 | 27 avril | 18 h-20 h | Québec rural | Population générale | M. Proulx |
LIEU | VILLES | |
---|---|---|
Grande région de Montréal (GRM) – y compris la ville de Montréal | Les villes de la GRM peuvent notamment comprendre : Montréal, Laval, Longueuil, Terrebonne, Brossard, Saint-Jérôme, Blainville, Mirabel, Dollard-des-Ormeaux PAS PLUS DE DEUX PARTICIPANTS DE LA VILLE DE MONTRÉAL. ASSURER UNE BONNE REPRÉSENTATION DES VILLES DANS CHAQUE LIEU. |
CONTINUER - GROUPE 3 |
Grandes villes et villes de taille moyenne du Québec | Ces villes peuvent notamment comprendre : Pour les grandes villes : Montréal, Gatineau, Québec, Sherbrooke, Trois-Rivières, Chicoutimi – Jonquière Pour les villes de taille moyenne : Saint-Jean-sur-Richelieu, Saint-Jérôme, Chateauguay, Drummondville, Granby, Beloeil, Saint-Hyacinthe RECRUTER QUATRE PERSONNES POUR LES GRANDES VILLES ET QUATRE PERSONNES POUR LES VILLES DE TAILLE MOYENNE. ASSURER UNE BONNE REPRÉSENTATION DES VILLES DE LA RÉGION. PAS PLUS DE DEUX PARTICIPANTS PAR VILLE. |
CONTINUER - GROUPE 8 |
Québec rural | Moins de 50 000 habitants
Ces villes peuvent notamment comprendre :
Joliette, Victoriaville, Salaberry-de-Valleyfield, Shawinigan, Rimouski, Sorel, Saint-Georges, Val-d’Or, Rouyn-Noranda, Sept-Îles, Hudson, Alma, Magog, Varennes, Rivière-du-Loup, Les Coteaux, Buckingham
ASSURER UNE BONNE REPRÉSENTATION DES VILLES DANS CHAQUE LIEU. PAS PLUS DE DEUX PARTICIPANTS PAR VILLE. |
CONTINUER - GROUPE 10 |
Autre lieu | - | REMERCIER ET CONCLURE |
RÉPONSE SPONTANÉE Préfère ne pas répondre | - | REMERCIER ET CONCLURE |
Moins de deux ans | REMERCIER ET CONCLURE |
---|---|
Deux ans ou plus | CONTINUER |
Ne sais pas/Préfère ne pas répondre | REMERCIER ET CONCLURE |
Moins de 18 ans | SI POSSIBLE, DEMANDER À PARLER À UNE PERSONNE DE 18 ANS OU PLUS ET REFAIRE L’INTRODUCTION. SINON, REMERCIER ET CONCLURE./b> |
---|---|
18 à 24 | CONTINUER ASSURER UNE BONNE REPRÉSENTATION DES ÂGES DANS CHAQUE GROUPE. |
25 à 34 | |
35 à 44 | |
45 à 54 | |
55 ans ou plus | |
RÉPONSE SPONTANÉE Préfère ne pas répondre | REMERCIER ET CONCLURE |
The ad begins by depicting a group of friends sitting around a table together sharing food and playing games. The scene pans out wider to show a man who is wearing an apron and carrying tools, an elderly woman using a walker, a younger woman delivering food, and a woman serving coffee. The ad finishes with a close up of the elderly woman using a walker with white text across the screen reading ‘Let’s keep following public health measures’ with clip art below showing an open hand with a water droplet above it, two figures socially distanced, a face mask and the COVID Alert App icon. While music plays, a voice over says ‘You could spread COVID-19 further than you think. As vaccines rollout, keep following public health measures to help keep others safe.’ The ad ends with a black screen and the Government of Canada wordmark.
The ad begins by depicting a group of friends sitting around a table together sharing food and playing games. The scene pans out wider to show a man who is wearing an apron and carrying tools, an elderly woman using a walker, a younger woman delivering food, a woman serving coffee and a mail carrier. The ad finishes with this scene of all the characters in the same room and white text across the screen reading ‘Let’s keep following public health measures’ with clip art below showing an open hand with a water droplet above it, two figures socially distanced, a face mask and the COVID Alert App icon. While music plays, a voice over says ‘you could spread COVID-19 further than you think. As vaccines rollout, keep following public health measures to help keep others safe.’ The ad ends with a black screen and the Government of Canada wordmark.
The above video ad begins with a blue-grey backdrop with the square images of nine different people smiling. The people include a woman holding a mug, a boy sitting in a wheelchair, a man smiling, a second man in a wheelchair, a man outdoors, a woman smiling, a group of three sitting around a table and a woman outdoors. On the right-hand side of the screen, there is also a white outline of a maple leaf. As the video plays, all the images fold onto one another and eventually disappear. The outline of the maple leaf then grows and takes up most of the right half of the screen. On the left, white text reads ‘Vaccine Safety’ in bold font. Below, white text reads ‘COVID-19 Vaccines Explained.’ The next screen has the same maple leaf and white bold text then reads ‘The COVID-19 vaccines were authorized quickly. How do we know they are safe?’ The video then switches to Dr. Supriya Sharma, Chief Medical Advisor for Health Canada (where her name and title are written on the bottom left-hand side of the frame in white text). She proceeds to say ‘COVID-19 vaccines went through exactly the same type of review that any vaccine would. In Health Canada, we have dedicated special teams that are only reviewing these vaccines and they look at the same amount of data as they would for any vaccine that would be authorized in Canada, they just do that faster. So the teams are only working on one COVID-19 vaccine at a time, they are working 24/7 and they are making sure that all of the data shows us that these vaccines are safe and effective and that ultimately the benefits outweigh the potential risks.’ The scene then switches back to the blue-grey backdrop with the white outline of a maple leaf on the right-hand side, with bold white text on the left reading ‘How are the COVID-19 vaccines being monitored for safety?’ The scene then switches back to Dr. Supriya Sharma who says ‘What we know about these vaccines so far is the result of a lot of study. Study in the labs, in the animal studies as well as clinical trials that involve thousands and thousands of people. And what we know is that it is unlikely that there will be other side effects that will show up in the long term. But we want to make sure that that is the case and that is why we have requirements on the manufacturers to continue to monitor these vaccines for two years. We get information from the millions of doses that are being administered internationally, and of course, are following very closely the vaccines that are being delivered in Canada and so if any issue comes up at all in terms of the safety we will look at that as quickly as possible and do whatever we need to make sure that these vaccines make sure to be as safe and as effective as possible. The scene then switches back to the blue-grey backdrop with the white outline of a maple leaf on the right-hand side, with bold white text on the left reading ‘Will you get the COVID-19 vaccine?’ The scene then switches back to Dr. Supriya Sharma who says ‘So, when it is my turn to get the vaccine, I absolutely will roll up my sleeve and not hesitate to take any of the vaccines that have been authorized by Health Canada. And the reason being, well, one, I want to protect myself against COVID-19 and getting very sick from that which is a possibility, but more than that, I want to protect others and we know that the more people we get vaccinated as soon as possible, the more we are all protected against COVID-19. The scene then switches back to the blue-grey backdrop where in bold white text at the top of the screen reads ‘Got questions?’ below, there are three white text bubbles with blue-grey font reading ‘Are the vaccines safe? Are side effects common? What are the vaccine ingredients?’ The next slide then reads, in white bold text ‘Good. We’ve Got Answered’ with ‘Canada.ca/covid-vaccine in white, normal font. The ad ends with a black screen and as the Government of Canada wordmark is displayed in the middle, the Government of Canada jingle plays.