Target audience
LOCATION | GROUP | LANGUAGE | DATE | TIME (EST) | GROUP COMPOSITION | NUMBER OF PARTICIPANTS |
---|---|---|---|---|---|---|
Greater Toronto Area (GTA) | 1 | English | May 4 | 6:00-8:00 pm | Vaccine Hesitant, Racialized Canadians | 8 |
Northern Alberta | 2 | English | May 5 | 8:00-10:00 pm | General Population | 5 |
Greater Montreal Area (GMA) | 3 | French | May 6 | 6:00-8:00 pm | People Experiencing COVID Fatigue/Exhibiting Riskier Behaviour | 7 |
Atlantic Canada | 4 | English | May 11 | 5:00-7:00 pm | Opinion Leaders/Influencers/Paying more attention to news/media, Seniors 65+ | 7 |
Northern Ontario | 5 | English | May 12 | 6:00-8:00 pm | Parents with Children in Daycare | 6 |
Manitoba | 6 | English | May 13 | 7:00-9:00 pm | Received First Dose of COVID-19 Vaccine, Seniors 65+ | 5 |
Saskatoon and Regina | 7 | English | May 17 | 8:00-10:00 pm | People Experiencing COVID Fatigue/Exhibiting Riskier Behaviour | 8 |
Quebec Eastern Townships | 8 | French | May 18 | 6:00-8:00 pm | Vaccine Hesitant | 7 |
Eastern Ontario | 9 | English | May 20 | 6:00-8:00 pm | Opinion Leaders/Influencers/Paying more attention to news/media | 7 |
Lower Mainland BC | 10 | English | May 25 | 9:00-11:00 pm | Parents with Children in Daycare | 8 |
Southern Ontario | 11 | English | May 26 | 6:00-8:00 pm | General Population | 8 |
Quebec City Region | 12 | French | May 27 | 6:00-8:00 pm | Received First Dose of COVID-19 Vaccine | 7 |
Total number of participants | 83 |
Overall, most participants felt the current level of restrictions were appropriate, and no one thought that stricter restrictions were needed.
The above image has a navy blue header, with white text reading ‘Vaccinated Against COVID-19? Here’s what happens next’ with an outline of a maple leaf in the right corner. Below, there is a tan header with navy blue text reading ‘More people getting vaccinated means fewer people getting sick. When you get your shot, you make it safer in your community so that certain measures can be lifted and we can gather safely.’ Below, there is a white backdrop split into three sections by light grey lines. The leftmost section has a red circle with a needle in the middle with the word ‘SPRING’ inside a navy blue rectangle on the right. Below, black text reads ‘Cases are high and vaccine coverage is low’ in bold font. In regular font, the text reads ‘Continue following local public health advice and maintain individual protective measures whether or not you have been vaccinated to keep yourself, your family, and your community safe. More people need to be vaccine before restrictions can be lifted. Reach out to help friends, family or neighbours who might need help booking or getting to a vaccination appointment.’ Below, a red box outlines the text ‘stay home. stay safe. get vaccinated’ in navy blue font. The middle section has a yellow circle with a needle and the word ‘SUMMER’ inside a navy blue rectangle on the right. Below, black text reads ‘Cases are low and vaccine coverage is high for one dose and increasing for second’ in bold font. In regular font, text reads ‘IF 75% of those eligible for vaccines have one dose and 20% have a second dose. THEN restrictions start to lift based on conditions in your area, but you still need to follow local public health advice and keep up with individual measures like physical distancing and wearing a mask. You can look forward to small, outdoor gatherings with family and friends. You should still avoid crowds.’ With words ‘IF’ and ‘THEN’ bolded and underlined. Below, a yellow box outlines the text ‘camping. hiking. picnics. patios’ in navy blue font. The rightmost section has a green circle with two needles and the word ‘FALL’ inside a navy blue rectangle on the right. Below, black text reads ‘Cases are low and two dose vaccine coverage is high’ in bold font. In regular font, text reads ‘IF 75% of those eligible for vaccines have received a full COVID-19 vaccination series. THEN local public health will be able to lift more measures and you should be able to do more activities indoors with people outside your household. However, COVID-19 will not be eliminated so you will still need to follow some public health measures.’ With words ‘IF’ and ‘THEN’ bolded and underlined. Below, a green box outlines the text ‘colleges. indoor sports. family gatherings’ in navy blue font. Below, a tan banner with black font reads ‘For more information visit: canada.ca/covid-vaccine’ where the website is in bold font. The very bottom of the image has a navy blue banner with the Public Health Agency of Canada department wordmark in the left-hand corner and the Government of Canada wordmark in the right-hand corner.
Group | % of Canadians who had received at least one COVID-19 vaccine dose | Canada’s International Ranking | Canada’s Ranking within the G20 |
---|
GTA Vaccine Hesitant and Racialized Canadians | 34% | 13 | 3 |
---|---|---|---|
Northern Alberta | 35% | 13 | 3 |
GMA Experiencing COVID Fatigue and Exhibiting Riskier Behaviours | 35% | 14 | 3 |
Atlantic Canadian Opinion Leaders Seniors | 39% | 14 | 3 |
Northern Ontario Parents with Children in Daycare | 40% | 13 | 3 |
Manitoba Recipients of First Dose of COVID-19 Seniors | 41% | 13 | 3 |
The above video ad begins with a woman getting vaccinated, the camera then shifts right and shows a man getting vaccinated as well. The camera pans right again and shows the man standing up and walking away. In front of him, a man in an apron with an open sign above him is setting a tablecloth on a table, in front of him, a woman in a wheelchair is holding cotton candy next to a man holding a stuffed bear. In front of them, three people dance under a disco ball. To their left, two Indigenous women are singing together into microphones. The camera shifts right again and shows a man pulling a suitcase and holding a ticket under a sign that shows an airplane landing. In front of him, a woman is wearing a graduation cap and gown and holding a scroll while she steps onto a stage with flashing lights. In front of her, there is a man and woman holding a hand drum and sitting down on a bench. In front of them, children in hockey gear skate towards each other, cheering after scoring a goal. The camera shifts left again and shows a man setting his child down, who runs to an older lady and hugs her. Next, a white screen appears with bold text reading ‘We can all help’ with each word in a different colour (brown, blue, orange and yellow, respectively) and smaller blue text reading ‘get there by getting vaccinated.’ At the bottom of the screen, small blue text reads ‘Continue to follow public health measures as vaccines roll out, regardless of your vaccination status. Canada.ca/covid-vaccine.’ As the ad plays, the following script is read overtop ‘It all starts with one small action, but even the smallest action can create a ripple. If enough of us do our part by getting vaccinated, that ripple can become a wave. We can all help get there by getting vaccinated. A message from the Government of Canada.’ The ad ends with a white screen and as the Government of Canada wordmark is displayed, the Government of Canada jingle plays.
The above video ad begins with a blue-grey backdrop with the square images of nine different people (representing a variety of genders, ages and ethnicities) all of whom are smiling towards the camera. 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 while white, bold text reads ‘COVID-19 vaccines were authorized quickly. How do we know they are safe?’ The next screen has the same maple leaf displayed in the right hand corner and white text reads ‘Vaccine Safety. COVID-19 Vaccines Explained’ where the words ‘vaccine safety’ are in bold. The video then switches to Dr. Supriya Sharma, Chief Medical Advisor for Health Canada. Dr. Sharma 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 where 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 effective? Are side effects common? What is an mRNA vaccine?’ The next screen reads, in white bold text ‘Good. We’ve got answers.’ with ‘Canada.ca/covid-vaccine in white font. The ad ends with a black screen and as the Government of Canada wordmark is displayed, the Government of Canada jingle plays.
When asked what the Government of Canada has done to support the oil and gas industry, participants were either unaware of any support, or felt that little assistance had been offered. A few did indicate that there had been some support for the natural gas pipeline running from the Tidewater Brazeau River facility to the Keephills and Sundance Generating Stations, which ensured that this project would not be cancelled. Some mentioned the implementation of a carbon credit system - the Greenhouse Gas Offset System – and funding available to communities and businesses to invest in green initiatives. Participants felt the Greenhouse Gas Offset System was primarily an effort by the federal government to help those industries and sectors which had been adversely affected by the federal carbon pricing system.
GROUP | DATE | TIME (EDT) | TIME (LOCAL) | LOCATION | COMPOSITION | MODERATOR |
---|---|---|---|---|---|---|
1 | Tues., May 4 | 6:00-8:00 | 6:00-8:00 (EDT) | GTA | Vaccine Hesitant – Racialized Canadians | DN |
2 | Wed., May 5 | 8:00-10:00 | 6:00-8:00 (MDT) | Northern Alberta | General Population | TBW |
4 | Tues., May 11 | 5:00-7:00 | 6:00-8:00 (ADT) 6:30-8:30 (NDT) | Atlantic Canada | Opinion Leaders/ Influencers/Paying more Attention to News/Media – Seniors 65+ | TBW |
5 | Wed., May 12 | 6:00-8:00 | 6:00-8:00 (EDT) | Northern Ontario | Parents with Children in Daycare | DN |
6 | Thurs., May 13 | 7:00-9:00 | 6:00-8:00 (CDT) | Manitoba | Recipient of First Dose of COVID-19 Vaccine – Seniors 65+ | DN |
7 | Mon., May 17 | 8:00-10:00 | 6:00-8:00 (CST) | Saskatoon and Regina | People Experiencing COVID-19 Fatigue/Exhibiting Riskier Behaviours | TBW |
9 | Thurs., May 20 | 6:00-8:00 | 6:00-8:00 (EDT) | Eastern Ontario | Opinion Leaders/ Influencers/Paying more Attention to News/Media | DN |
10 | Tues., May 25 | 9:00-11:00 | 6:00-800 (PST) | Lower Mainland | Parents with Children in Daycare | DN |
11 | Wed., May 26 | 6:00-8:00 | 6:00-8:00 (EDT) | Southern Ontario | General Population | TBW |
LOCATION | CITIES | |
---|---|---|
GTA | Cities include: City of Toronto, Durham (Ajax, Clarington, Brock, Oshawa, Pickering, Whitby), Halton (Burlington, Halton Hills, Oakville, Milton), Peel (Brampton, Caledon, Mississauga), York (Markham, Vaughan, Richmond Hill, Newmarket, Aurora), Dufferin County (Mono, Orangeville) and Simcoe County ENSURE A GOOD MIX ACROSS THE REGION. NO MORE THAN TWO FROM CITY OF TORONTO OR PER REGION/COUNTY. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 1 |
Northern Alberta | Cities could include (but are not limited to): Fort McMurray, Grand Prairie, Peace River, Slave Lake, Cold Lake, Whitecourt, Athabasca, Grimshaw, Fairview, Rainbow Lake, Wembley NO MORE THAN 2 PER CITY. ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 2 |
Atlantic Canada | Cities could include (but are not limited to): NS: Halifax, Cape Breton NB: Moncton, Saint John, Fredericton, Dieppe, Miramichi, Edmundston PEI:Charlottetown, Summerside N&L: St. John’s, Conception Bay, Mount Pearl, Corner Brook ENSURE 2 PARTICIPANTS FROM EACH PROVINCE. ENSURE A GOOD MIX OF CITIES WITHIN EACH PROVINCE. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 4 |
Northern Ontario | Cities could include (but are not limited to): Sudbury, Thunder Bay, Sault Ste. Marie, North Bay, Timmins, Kenora, West Nipissing, Elliot Lake, Temiskaming Shores, Kapuskasing, Dryden NO MORE THAN 2 PER CITY. ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 5 |
Manitoba | Cities could include (but are not limited to): Winnipeg, Brandon, Steinbach, Thompson, Portage La Prairie, Winkler, Selkirk, Dauphin, Morden, Flin Flon, The Pas, Stonewall, Swan River, Virden
MAX 2 PARTICIPANTS FROM EACH MAJOR CITY - WINNIPEG AND BRANDON. ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 6 |
Saskatoon and Regina | Cities include: Saskatoon and Regina PARTICIPANTS SHOULD RESIDE IN THE ABOVE-NOTED CENTERS PROPER. ENSURE FOUR FROM EACH CITY. |
CONTINUE - GROUP 7 |
Eastern Ontario | Cities could include: Ottawa-Gatineau, Kingston, Kanata, Beleville, Cornwall, Brockville, Pembroke, Petawawa, Rockland, Carleton Place, Kawkesbury, Arnprior
NO MORE THAN 2 PER CITY. ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 9 |
Lower Mainland | Cities include: Vancouver, Abbotsford, Burnaby, Coquitlam, Richmond, Surrey, Delta, Langley, White Rock, Chilliwack, Mission Hope, Maple Ridge, New Westminster, North Vancouver, Port Coquitlam, Port Moody ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. NO MORE THAN TWO PER CITY. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 10 |
Southern Ontario | Cities could include: Hamilton, Waterloo, Halton Region (Burlington, Halton Hills, Oakville, Milton), Middlesex County (London, Strathroy, Mount Brydges) Wellington County (Guelph, Fergus, Elora, Belwood), Brantford ENSURE A GOOD MIX OF CITIES ACROSS THE REGION. NO MORE THAN TWO PER CITY. INCLUDE THOSE RESIDING IN LARGER AND SMALLER COMMUNITIES. |
CONTINUE - GROUP 11 |
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 |
Under 18 years of age | IF POSSIBLE, ASK FOR SOMEONE OVER 18 AND REINTRODUCE. OTHERWISE THANK AND END. |
---|---|
18 - 19 | IF ATLANTIC CANADA OR MANITOBA = THANK AND END ALL OTHER LOCATIONS, CONTINUE |
20 - 34 | |
35 - 49 | |
50 - 64 | |
65+ | IF ATLANTIC CANADA = GROUP 4 IF MANITOBA = GROUP 6 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 | 6 mai | 18 h-20 h | Grande région de Montréal – y compris la ville de Montréal | Personnes lasses de la COVID-19 ou ayant des comportements plus à risque | M. Proulx |
8 | 18 mai | 18 h-20 h | Cantons de l’Est (Québec) | Personnes qui hésiteraient à se faire vacciner | M. Proulx |
10 | 27 mai | 18 h-20 h | Région de la ville de Québec | Personnes ayant reçu la première dose d’un vaccin contre la COVID-19 | 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 |
Cantons de l’Est (Québec) | Ces villes peuvent notamment comprendre :
Sherbrooke, Granby, Magog, Cowansville, Drummondville, Victoriaville, Thetford Mines, Saint-Jean-sur-Richilieu, Lac-Mégantic
ASSURER UNE BONNE REPRÉSENTATION DES VILLES DANS CHAQUE LIEU. PAS PLUS DE DEUX PARTICIPANTS PAR VILLE. |
CONTINUER - GROUPE 8 |
Région de Québec | Ces villes peuvent notamment comprendre : Québec, Lévis, Saint-Augustin-de-Desmaures, L’Ancienne-Lorette, Stoneham-et-Tewkesbury, Boischatel, Sainte-Catherine-de-la-Jacques-Cartier, Sainte-Brigitte-de-Laval, Lac-Beauport, Shannon PAS PLUS DE DEUX PARTICIPANTS PAR VILLE. MAXIMUM DE TROIS POUR LA VILLE DE QUÉBEC. ASSURER UNE BONNE REPRÉSENTATION DES VILLES DE LA RÉGION. INCLURE DES RÉSIDENTS DE PETITES ET DE GRANDES VILLES. |
CONTINUER - GROUPE 12 |
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. |
---|---|
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 above video ad begins with a blue-grey backdrop with the square images of nine different people (representing a variety of genders, ages and ethnicities) all of whom are smiling towards the camera. 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 while white, bold text reads ‘COVID-19 vaccines were authorized quickly. How do we know they are safe?’ The next screen has the same maple leaf displayed in the right hand corner and white text reads ‘Vaccine Safety. COVID-19 Vaccines Explained’ where the words ‘vaccine safety’ are in bold.. The video then switches to Dr. Supriya Sharma, Chief Medical Advisor for Health Canada. Dr. Sharma 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 where 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 effective? Are side effects common? What is an mRNA vaccine?’ The next screen reads, in white bold text ‘Good. We’ve got answers.’ with ‘Canada.ca/covid-vaccine in white font. The ad ends with a black screen and as the Government of Canada wordmark is displayed, the Government of Canada jingle plays.
The above video ad begins with a woman getting vaccinated, the camera then shifts right and shows a man getting vaccinated as well. The camera pans right again and shows the man standing up and walking away. In front of him, a man in an apron with an open sign above him is setting a tablecloth on a table, in front of him, a woman in a wheelchair is holding cotton candy next to a man holding a stuffed bear. In front of them, three woman dance under a disco ball. To their left, two Indigenous woman are singing together into microphones. The camera shifts right again and shows a man pulling a suitcase and holding a ticket under a sign that shows an airplane landing. In front of him, a woman is wearing a graduation cap and gown and holding a scroll while she steps onto a stage with flashing lights. In front of her, there is a man and woman holding a hand drum and sitting down on a bench. In front of them, children in hockey gear skate towards each other, cheering after scoring a goal. The camera shifts left again and shows a man setting his child down, who runs to an older lady and hugs her. Next, a white screen appears with bold text reading ‘We can all help’ with each word in a different colour (brown, blue, orange and yellow, respectively) and smaller blue text reading ‘get there by getting vaccinated.’ At the bottom of the screen, small blue text reads ‘Continue to follow public health measures as vaccines roll out, regardless of your vaccination status. Canada.ca/covid-vaccine.’ As the ad plays, the following script is read overtop ‘It all starts with one small action, but even the smallest action can create a ripple. If enough of us do our part by getting vaccinated, that ripple can become a wave. We can all help get there by getting vaccinated. A message from the Government of Canada.’ The ad ends with a white screen and as the Government of Canada wordmark is displayed, the Government of Canada jingle plays.
The above image has a navy blue header, with white text reading ‘Vaccinated Against COVID-19? Here’s what happens next’ with an outline of a maple leaf in the right corner. Below, there is a tan header with navy blue text reading ‘More people getting vaccinated means fewer people getting sick. When you get your shot, you make it safer in your community so that certain measures can be lifted and we can gather safely.’ Below, there is a white backdrop split into three sections by light grey lines. The leftmost section has a red circle with a needle in the middle with the word ‘SPRING’ inside a navy blue rectangle on the right. Below, black text reads ‘Cases are high and vaccine coverage is low’ in bold font. In regular font, the text reads ‘Continue following local public health advice and maintain individual protective measures whether or not you have been vaccinated to keep yourself, your family, and your community safe. More people need to be vaccine before restrictions can be lifted. Reach out to help friends, family or neighbours who might need help booking or getting to a vaccination appointment.’ Below, a red box outlines the text ‘stay home. stay safe. get vaccinated’ in navy blue font. The middle section has a yellow circle with a needle and the word ‘SUMMER’ inside a navy blue rectangle on the right. Below, black text reads ‘Cases are low and vaccine coverage is high for one dose and increasing for second’ in bold font. In regular font, text reads ‘IF 75% of those eligible for vaccines have one dose and 20% have a second dose. THEN restrictions start to lift based on conditions in your area, but you still need to follow local public health advice and keep up with individual measures like physical distancing and wearing a mask. You can look forward to small, outdoor gatherings with family and friends. You should still avoid crowds.’ With words ‘IF’ and ‘THEN’ bolded and underlined. Below, a yellow box outlines the text ‘camping. hiking. picnics. patios’ in navy blue font. The rightmost section has a green circle with two needles and the word ‘FALL’ inside a navy blue rectangle on the right. Below, black text reads ‘Cases are low and two dose vaccine coverage is high’ in bold font. In regular font, text reads ‘IF 75% of those eligible for vaccines have received a full COVID-19 vaccination series. THEN local public health will be able to lift more measures and you should be able to do more activities indoors with people outside your household. However, COVID-19 will not be eliminated so you will still need to follow some public health measures.’ With words ‘IF’ and ‘THEN’ bolded and underlined. Below, a green box outlines the text ‘colleges. indoor sports. family gatherings’ in navy blue font. Below, a tan banner with black font reads ‘For more information visit: canada.ca/covid-vaccine’ where the website is in bold font. The very bottom of the image has a navy blue banner with the Public Health Agency of Canada department wordmark in the left-hand corner and the Government of Canada wordmark in the right-hand corner.