PWGSC Contract: 0D160-200323/001/CY

POR Registration: 003-19

Contract Award Date: April 24, 2019

Delivery date: June 20, 2019

Ekos Research Associates Inc.

Post Testing of the Drug Impaired Driving Advertising Campaign

Methodology Report

Prepared for:

Public Safety and Emergency Preparedness Canada

Ce rapport est aussi disponible en français

For more information on this report, please email:

ps.communications-communications.sp@canada.ca

Ekos Research Associates

Contact: Susan Galley

Ottawa Office

359 Kent Street, Suite 300

Ottawa, Ontario

K2P 0R6

Tel: (613) 235 7215

Fax: (613) 235 8498

E-mail: pobox@ekos.com

www.ekos.com

Summary

Introduction

The Government of Canada has legalized, to regulate, and restrict access to cannabis to keep it out of the hands of children, and the profits out of the hands of criminals. There is a corresponding need for the Government of Canada to learn more about the public's awareness, knowledge, attitudes, and behaviours with respect to risks and penalties associated with drug-impaired driving. Of particular interest to the government are younger Canadians, among whom marijuana use is more prevalent. The need to explore this area of public opinion is spurred by the recent legalization of marijuana in 2018, in an effort to regulate and restrict access to its use.

Background

Public Safety Canada's mandate is to keep Canadians safe from a range of risks, including drug-impaired driving. Research has shown that many Canadians are concerned about drug-impaired drivers on public roads, and that many cannabis users – particularly younger users – are not aware it impairs driving, underestimating the risk. The Department has therefore been mandated to deliver a public awareness campaign to inform Canadians of the dangers and risks associated with drug-impaired driving in light of its impending legalization. Specifically, this national marketing and advertising campaign was designed to increase public awareness of the dangers and risks associated with drug-impaired driving, even as its legal status changes. The campaign was launched in 2017, continuing in intervals throughout 2018 and 2019, including multimedia advertising.

As the Drug Impaired Driving Campaign exceeds $1,000,000, public opinion research is required by the Treasury Board Secretariat using the Advertising Campaign Evaluation Tool in two phases; a benchmarking phase prior to the campaign, and a post-campaign phase. Data collection to evaluate the advertising campaign supports the Government of Canada's goal of effectively gauging Canadians awareness and knowledge of the dangers of drug-impaired driving, and determining the effectiveness of these campaign tools in influencing Canadians' knowledge and behaviour. Information gathered from this process will provide Public Safety Canada with concrete data that will assist in developing/adjusting future media strategies.

Research Purpose

Specifically, the purpose of the quantitative baseline and post-testing was to jointly evaluate the Drug Impaired Driving campaign and to gauge:

• Unaided and aided recall of the campaign and of key messages;
• Canadians' awareness/knowledge of the campaign as seen on television, web and social media;
• Understanding of the messaging and performance in increasing awareness of the dangers of drug impaired driving, particularly for teens and young adults who may not fully understand the risks;
• Campaign effectiveness in promoting personal relevance (i.e., connecting to an individuals' life experiences designed to increase motivation to learn more, as well as engagement and knowledge in the topic, and general recall of the message) among Canadians.

Information obtained through this public opinion research can be extrapolated to the wider population of Canadians as the sample was provided from a randomly recruited survey panel. This allows Public Safety Canada to determine the impact of its advertising campaign and provide direction on areas where the campaign can be adjusted to reach a broader Canadian public. The findings provide useful information to improve future campaigns which are better targeted, more informative and better geared to the target population and Canadians at large.

Sample design

Two bilingual, national online surveys were conducted: one as a baseline, in advance of the campaign, and one following the end of the campaign to measure change in awareness and intent to visit over time, to assess impact of the campaign. The baseline included 2,007 Canadians 16 years of age or older, and the post campaign sample also included 2,016 Canadians, also 16 years of age or older. In each sample, roughly 430 cases were completed across the two target groups (i.e., 209 and 221 with youth in the pre- and post-campaign surveys, and 221 and 206 with parents in the pre- and post-campaign surveys, respectively.) Each survey instrument was based on the Advertising Campaign Evaluation Tool questions used by the Government of Canada in all of its advertising evaluation research, adding a few questions testing the impact on knowledge, perceptions and behaviour targeted through the campaign. Each survey instrument included a sample of randomly selected respondents from all provinces and territories. Each survey sample relied on Ekos' Probit panel, which is assembled using a random digit dial process for sampling from a blended land-line cell-phone frame, and provides full coverage of Canadians with telephone access. The distribution of the recruitment process is meant to mirror the actual population in Canada (as defined by Statistics Canada). As such, our more than 90,000 member panel can be considered representative of the general public in Canada (meaning that the incidence of a given target population within our panel closely resembles the public at large) and margins of error can be applied.

The contract value for the POR project is $45,124.29 (including HST).

Supplier Name: Ekos Research Associates

PWGSC Contract : 0D160-200323/001/CY

Contract Award Date: April 24, 2019

To obtain more information on this study, please e-mail

mailto:TPSGC.Questions-Questions.PWGSC@tpsgc-pwgsc.gc.ca

Political Neutrality Certification

This certification is to be submitted with the final report submitted to the Project Authority.

I hereby certify as Senior Officer of Ekos Research Associates Inc. that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research.

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 by: Susan Galley (Vice President)

Appendix A

Methodology

Appendix A: Methodology

Each survey instrument consisted of the Advertising Campaign Evaluation Tool questions used by the Government of Canada in all of its advertising evaluation research. The post-campaign survey added questions testing recall of one video key to the campaign, along with questions testing the impact of the video on perceptions and behaviour. The average time it took respondents to complete the questionnaire was seven minutes for the baseline, and 10 minutes for the post-campaign survey. No testing was conducted given the baseline and post-campaign questionnaires were virtually identical to the instruments used previously, with very minor wording changes.

In each case, respondents to the online survey were 16 years of age and older, and were randomly selected. The sample included all provinces and territories, and the survey was administered in English and French, as well as with an accessible link for those using a mobile phone or screen reading technology. The survey sample relied on an Ekos' Probit panel, which is assembled using a random digit dial process for sampling from a blended land-line cell-phone frame, and provides full coverage of Canadians with telephone access. The distribution of the recruitment process is meant to mirror the actual population in Canada (as defined by Statistics Canada). As such, our more than 90,000 member panel can be considered representative of the general public in Canada (meaning that the incidence of a given target population within our panel very closely resembles the public at large) and margins of error can be applied. All households/individuals in the Probit panel are contacted by telephone and the nature of the panel is explained in greater detail (as are our privacy policies) and demographic information is collected. At this time the online/off-line as well as landline/cell phone status is ascertained in order to determine the method of completing surveys (i.e., online, telephone, or mail). This variable of ‘type of telephone service' (cell phone only, landline only or both) collected at the time of screening is used to determine cell phone only sample. As with any random digit dialling sample, Probit panel cases are considered to be a probability-based sample.

In the pre-campaign survey, the number of total completed in the sample was 2,007, with an associated margin of error of up to plus or minus 2.2%, at a .05 confidence interval (i.e., 19 times out of 20). This baseline survey was collected between April 24 and 29. The post-campaign survey, including 2,016 completed cases, was collected between May 21 and 30.

Survey data collection adhered to Government of Canada standard for public opinion research as well as all applicable industry standards. Ekos informed respondents of their rights under the Privacy Act and the Access to Information Act, and ensured that those rights were protected throughout the research process. This included: informing respondents of the purpose of the research; identifying both the sponsoring department and the research supplier; informing respondents that their participation in the study is voluntary, and that the information provided would be administered according to the requirements of the Privacy Act.

Once the survey data was collected, each database was reviewed for data quality. Coding was also completed. Survey results were weighted based on Statistics Canada data according to age, gender, education and region to ensure the sample was representative of the general public aged 16 years and older.

Data tables were created for each survey to isolate results for major subgroups to be used in the analysis (e.g., results for each age segment, gender, and region).

Response Rates and Non-Response Bias

The response rate for the online baseline survey was 17.2%, using a formula developed by the Marketing Research Intelligence Agency in conjunction with the Government of Canada. A total of 14,726 email invitations were sent, of which 464 were returned as undeliverable, for a resulting valid sample of 14,262. A total of 2,007 valid cases were completed, and combined with another 446 respondents who were screened out of the survey due to their responses as the responding numerator in the calculation of the response rate.

For the post-campaign online survey, the response rate was 15.0%, using the same formula. This includes 19,892 email invitations sent, of which 1,213 were returned as undeliverable for a resulting valid sample of 18,679. The 2,016 valid cases completed are combined with another 779 respondents who were screened out of the survey due to their responses to form the responding numerator in the calculation.

A comparison of each unweighted sample with 2016 Census figures from Statistics Canada suggests that there are similar sources of systematic sample bias in each survey, following patterns typically found in most general public surveys. There is a somewhat more educated sample in each survey than found in the population with 31% reporting university degrees in the baseline and 29% in the post-campaign compared with 23% in the population. There is also an under representation of Canadians born outside of Canada in each survey (10% in the baseline and 12% in the post-campaign versus 22%). As previously described, each sample was weighted by age, gender, education and region.

Appendix B

Baseline Questionnaire (English and French)

Appendix B: Baseline Questionnaire (English and French)

INTRO

Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français, veuillez cliquer sur "Français".

Your participation is voluntary and your responses will be kept entirely confidential and anonymous. The survey takes about 5 minutes to complete and is registered with the Marketing Research and Intelligence Association (MRIA). This survey is being directed by Ekos Research, and is being administered according to the requirements of the Privacy Act. Click here if you wish to verify the authenticity of this survey. To view our privacy policy, click here. If you require any technical assistance, please contact online@ekos.com.

D1A [1,7]

Does anyone in your household work for any of the following organizations?

Select all that apply

A marketing research firm 1

A magazine or newspaper 2

An advertising agency or graphic design firm 3

A political party 4

A radio or television station 5

A public relations company 6

Federal or provincial government 7

None of the above 98

Prefer not to say 99

CD1A

CD1A = recode("D1A","98=2","Else=1")

Forbidden work 1

Clear to continue 2

D1B

Are you...

Male 1

Female 2

Prefer not to say 99

QAGEA

Some questions in this survey are intended for specific age groups. For the purposes of the survey, what year were you born in?

Year : 77

2002 or more recent 98

Prefer not to say 99

QAGEX

If 2001, confirm if at least 16

Are you at least 16 years of age?

Yes 1

No 2

Prefer not to say 99

QAGEY

Hesitant

May we place your age into one of the following general age categories?

Under 16 98

16-17 years 1

18-24 years 2

25-34 years 3

35-44 years 4

45-54 years 5

55-64 years 6

65-74 years 7

75 years or older 8

Prefer not to say 99

QCHILD

Looking for Parents of 16 to 24

A few questions in the survey are also intended for parents. Are you the parent or legal guardian of any children currently living in the household? If so, how many?

Yes (please enter number of children) : 1

No 2

Prefer not to say 9

QCHILDA [1,6]

Parents, QCHILD

What are the ages of children in the home?

Select all that apply

Under 5 1

6 to 12 2

13 to 15 3

16 to 18 4

19 to 24 5

25 or older 6

Prefer not to say 9

D1E

In which province or territory do you live?

Alberta 9

British Columbia 10

Manitoba 7

New Brunswick 4

Newfoundland and Labrador 1

Northwest Territories 12

Nova Scotia 3

Nunavut 13

Ontario 6

Prince Edward Island 2

Quebec 5

Saskatchewan 8

Yukon 11

Prefer not to say 99

Q1

Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?

Yes 1

No 2

Don't remember 99

Q2 [1,14]

Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?

Select all that apply

Cinema 1

Facebook 12

Internet website 2

Magazines 3

Newspaper (daily) 4

Newspaper (weekly or community) 5

Outdoor billboard 6

Pamphlet or brochure in the mail 7

Public transit (bus or subway) 8

Radio 9

Television 10

Twitter 11

Youtube 13

Other, specify (try to be as specific as you can) : 77

Don't remember 99

Q3

What do you remember about this ad?

Specify (try to be as specific as you can) : 77

Don't remember 97

Q4

How did you know that it was an ad from the Government of Canada?

Specify (try to be as specific as you can) : 77

Don't remember 97

T1A

Over the past three weeks, have you seen, read or heard any Government of Canada advertising about driving while under the influence of marijuana?

Yes 1

No 2

Don't remember 97

T1B [1,14]

Where have you seen, read or heard this Government of Canada ad about driving while under the influence of marijuana?

Select all that apply

Cinema 1

Facebook 12

Internet website 2

Magazines 3

Newspaper (daily) 4

Newspaper (weekly or community) 5

Outdoor billboard 6

Pamphlet or brochure in the mail 7

Public transit (bus or subway) 8

Radio 9

Television 10

Twitter 11

Youtube 13

Other, specify (try to be as specific as you can) : 77

Don't remember 99

T1C

What do you remember about this ad?

Specify (try to be as specific as you can) : 77

Don't remember 99

Q5

To what extent do you agree or disagree with the statement.

Marijuana has a negative impact on a person's ability to drive.

Strongly disagree 1

Somewhat disagree 2

Neither agree nor disagree 3

Somewhat agree 4

Strongly agree 5

Don't know/ No response 99

Q6

How comfortable would you be trying to stop a friend or family member from driving if you thought that they were impaired after using marijuana?

Not at all comfortable 1

Not very comfortable 2

Moderately comfortable 3

Comfortable 4

Very comfortable 5

Don't know 98

No response 99

Q7

How comfortable would you be trying to stop a friend or family member from accepting a ride from a driver who you thought was impaired after using marijuana?

Not at all comfortable 1

Not very comfortable 2

Moderately comfortable 3

Comfortable 4

Very comfortable 5

Don't know 98

No response 99

Q8

Have you used marijuana in the past 12 months?

Yes 1

No 2

No response 99

DEMIN

These next questions will help us to analyze the survey results.

D1

Which of the following categories best describes your current employment status? Are you...?

Working full-time (35 or more hours per week) 1

Working part-time (less than 35 hours per week) 2

Self-employed 3

Unemployed, but looking for work 4

A student attending full-time school 5

Retired 6

Not in the workforce (Full-time homemaker, unemployed but not looking for work) 7

Other employment status (please specify) 77

Prefer not to say 99

D2

What is the highest level of formal education that you have completed?

Grade 8 or less 1

Some high school 2

High school diploma or equivalent 3

Registered Apprenticeship or other trades certificate or diploma 4

College, CEGEP or other non-university certificate or diploma 5

University certificate or diploma below bachelor's level 6

Bachelor's degree 7

Post graduate degree above bachelor's level 8

Prefer not to say 99

D3

Are there any children under the age of 18 currently living in your household?

Yes 1

No 2

Prefer not to say 99

D4

Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?

Under $20,000 1

Between $20,000 and $39,999 2

Between $40,000 and $59,999 3

Between $60,000 and $79,999 4

Between $80,000 and $99,999 5

Between $100,000 and $149,999 6

$150,000 or above 7

Prefer not to say 99

D5

Where were you born?

Born in Canada 1

Born outside Canada (specify the country): 2

Prefer not to say 99

D6

In what year did you first move to Canada?

Record year: 77

Prefer not to say 99

D7 [1,2]

What is the language you first learned at home as a child and still understand?

Select up to two

English 1

French 2

Other (specify): 77

Prefer not to say 99

THNK

That concludes the survey. This survey was conducted on behalf of Public Safety Canada. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey. Your help is greatly appreciated.

Visit ekos.com

INTRO

Merci de remplir le présent sondage portant sur des enjeux qui intéressent actuellement les Canadiens. If you wish to complete the survey in English, please click "English". Votre participation est volontaire et toutes vos réponses demeureront confidentielles et anonymes. Il faut environ cinq minutes pour répondre au sondage, lequel est enregistré auprès de L'Association de la recherche et de l'intelligence marketing (ARIM). Ce sondage est dirigée par Recherche Ekos, et est administré conformément aux exigences de la Loi sur la protection des renseignements personnels. Cliquez ici si vous souhaitez vérifier l'authenticité du présent sondage et ici pour lire notre politique de confidentialité. Veuillez communiquer avec online@ekos.com pour obtenir de l'aide d'ordre technique.

D1A [1,7]

Quelqu'un au sein de votre foyer travaille-t-il pour l'une ou l'autre des organisations suivantes?

Choisissez toutes les réponses applicables.

Une firme de recherche en marketing 1

Un magazine ou un quotidien 2

Une agence de publicité ou de conception graphique 3

Un parti politique 4

Une station radiophonique ou de télévision 5

Une firme de relations publiques 6

Le gouvernement fédéral ou provincial 7

Aucune de ces organisations 98

Préfère ne pas répondre 99

CD1A

CD1A = recode("D1A","98=2","ELSE=1")

Forbidden work 1

Clear to continue 2

D1B

Êtes-vous...

Un homme 1

Une femme 2

Préfère ne pas répondre 99

QAGEA

Certaines questions dans le présent sondage s'adressent à des groupes d'âge en particulier. Pour les besoins du sondage, en quelle année êtes-vous né(e)?

Année : 77

2002 ou plus récent 98

Pas de réponse 99

QAGEX

If 2001, confirm if at least 16

Avez-vous au moins 16 ans?

Oui 1

Non 2

Pas de réponse 99

QAGEY

Hesitant

Pourrions-nous vous situer dans l'un des groupes d'âges suivants?

Moins de 16 ans 98

16-17 ans 1

18-24 ans 2

25-34 ans 3

35-44 ans 4

45-54 ans 5

55-64 ans 6

65-74 ans 7

75 ans ou plus 8

Pas de réponse 99

QCHILD

Looking for Parents of 16 to 24

Dans le sondage, il y a aussi quelques questions qui s'adressent aux parents. Est-ce que vous êtes le parent ou le tuteur légal d'un ou de plusieurs enfants qui habitent actuellement dans votre ménage? Si c'est oui, combien?

Oui (veuillez inscrire le nombre d'enfants) : 1

Non 2

Pas de réponse 9

QCHILDA [1,6]

Parents, QCHILD

Quels sont les âges des enfants dans votre ménage?

Choisir toutes les réponses pertinentes

Moins de 5 ans 1

6 à 12 ans 2

13 à 15 ans 3

16 à 18 ans 4

19 à 24 ans 5

25 ans ou plus 6

Pas de réponse 9

D1E

Dans quelle province ou quel territoire habitez-vous?

Alberta 9

Colombie-Britannique 10

Manitoba 7

Nouveau-Brunswick 4

Terre-Neuve-et-Labrador 1

Territoire du Nord-Ouest 12

Nouvelle-Écosse 3

Nunavut 13

Ontario 6

Île-du-Prince-Édouard 2

Québec 5

Saskatchewan 8

Yukon 11

Pas de réponse 99

Q1

Au cours des trois dernières semaines avez-vous vu, lu ou entendu des publicités du gouvernement du Canada?

Oui 1

Non 2

Ne me souviens pas 99

Q2 [1,14]

Pensez à la plus récente publicité du gouvernement du Canada qui vous revient à l'esprit. Où avez-vous vu, lu ou entendu cette publicité?

Choisissez toutes les réponses applicables.

Cinéma 1

Facebook 12

Site Internet 2

Magazines 3

Journal (quotidien) 4

Journal (hebdomadaire ou communautaire) 5

Panneaux d'affichage extérieurs 6

Dépliant ou brochure reçu(e) par la poste 7

Transport public (autobus ou métro) 8

Radio 9

Télévision 10

Twitter 11

YouTube 13

Autre, veuillez préciser (essayez d'être aussi précis que possible) : 77

Ne me souviens pas 99

Q3

De quoi vous souvenez-vous à propos de cette publicité?

Veuillez préciser (essayez d'être aussi précis que possible) : 77

Ne me souviens pas 97

Q4

Comment avez-vous su qu'il s'agissait d'une publicité du gouvernement du Canada?

Veuillez préciser (essayez d'être aussi précis que possible) : 77

Ne me souviens pas 97

T1A

Au cours des trois dernières semaines, avez-vous vu, lu ou entendu une publicité du gouvernement du Canada au sujet de conduire sous l'influence de la marijuana?

Oui 1

Non 2

Ne me souviens pas 97

T1B [1,14]

Où avez-vous vu, lu ou entendu cette publicité du gouvernement du Canada au sujet de conduire sous l'influence de la marijuana?

Choisissez toutes les réponses applicables.

Cinéma 1

Facebook 12

Site Internet 2

Magazines 3

Journal (quotidien) 4

Journal (hebdomadaire ou communautaire) 5

Panneaux d'affichage extérieurs 6

Dépliant ou brochure reçu(e) par la poste 7

Transport public (autobus ou métro) 8

Radio 9

Télévision 10

Twitter 11

YouTube 13

Autre, veuillez préciser (essayez d'être aussi précis que possible) : 77

Ne me souviens pas 99

T1C

De quoi vous souvenez-vous à propos de cette publicité?

Veuillez préciser (essayez d'être aussi précis que possible) : 77

Ne me souviens pas 99

Q5

À quel point êtes-vous d'accord ou en désaccord avec les énoncés suivants.

La marijuana a un impact négatif sur les capacités de conduire.

Fortement en désaccord 1

Plutôt en désaccord 2

Ni d'accord ni en désaccord 3

Plutôt d'accord 4

Tout à fait d'accord 5

Ne sait pas/ Pas de réponse 99

Q6

À quel point seriez-vous à l'aise d'empêcher un ami ou un membre de votre famille de conduire si vous aviez l'impression qu'il avait les facultés affaiblies après avoir consommé de la marijuana?

Pas du tout à l'aise 1

Pas très à l'aise 2

Moyennement à l'aise 3

À l'aise 4

Très à l'aise 5

Ne sait pas 98

Pas de réponse 99

Q7

À quel point seriez-vous à l'aise d'empêcher un ami ou un membre de votre famille de monter à bord d'une voiture si vous aviez l'impression que le conducteur avait les facultés affaiblies par la consommation de marijuana?

Pas du tout à l'aise 1

Pas très à l'aise 2

Moyennement à l'aise 3

À l'aise 4

Très à l'aise 5

Ne sait pas 98

Pas de réponse 99

Q8

Avez-vous consommé de la marijuana au cours des 12 derniers mois?

Oui 1

Non 2

Pas de réponse 99

DEMIN

Ces prochaines questions nous aideront à analyser les résultats de l'enquête.

D1

Laquelle de ces descriptions correspond le mieux à votre situation d'emploi actuelle? Êtes-vous...?

Travailleur/travailleuse à temps complet (35 heures et plus par semaine) 1

Travailleur/travailleuse à temps partiel (moins de 35 heures par semaine) 2

Travailleur/travailleuse autonome 3

Sans emploi, mais à la recherche d'un emploi 4

Étudiant(e) à temps plein 5

Retraité(e) 6

À l'extérieur du marché du travail (personne au foyer à temps plein ou sans emploi et non à la recherche d'emploi) 7

Autre situation d'emploi (veuillez préciser) 77

Préfère ne pas répondre 99

D2

Quel est le plus haut niveau de scolarité que vous avez atteint?

huitième année ou moins 1

Quelques années d'étude au secondaire 2

Diplôme d'études secondaires ou l'équivalent 3

Apprentissage enregistré ou autre certificat ou diplôme d'une école de métiers 4

Collège, cégep ou autre certificat ou diplôme d'une institution non universitaire 5

Certificat ou diplôme inférieur au baccalauréat 6

Baccalauréat 7

Diplôme d'études universitaires supérieur au baccalauréat 8

Préfère ne pas répondre 99

D3

Des enfants de 18 ans et moins habitent-ils actuellement dans votre foyer?

Oui 1

Non 2

Préfère ne pas répondre 99

D4

Laquelle des catégories suivantes décrit le mieux la somme des revenus annuels avant impôts de tous les membres de votre foyer?

Moins de 20 000 $ 1

Entre 20 000 $ et 39,999 $ 2

Entre 40 000 $ et 59,999 $ 3

Entre 60 000 $ et 79,999 $ 4

Entre 80 000 $ et 99,999 $ 5

Entre 100 000 $ et 149,999 $ 6

150 000 $ et plus 7

Préfère ne pas répondre 99

D5

Où êtes-vous né(e)?

Au Canada 1

à l'étranger (Précisez quel pays ) : 2

Préfère ne pas répondre 99

D6

En quelle année êtes-vous arrivé(e) au Canada?

Veuillez indiquer l'année : 77

Préfère ne pas répondre 99

D7 [1,2]

Quelle est la première langue que vous avez apprise lorsque vous étiez enfant et que vous comprenez toujours?

Selectionner jusqu'a deux

Anglais 1

Français 2

Autre (Veuillez spécifier la langue) : 77

Préfère ne pas répondre 99

THNK

Voilà qui met fin au sondage que nous avons effectué pour le compte des Sécurité publique Canada. Dans les mois à venir, le rapport sera disponible de Bibliothèque et Archives Canada. Nous vous remercions beaucoup d'avoir pris le temps d'y participer, nous vous en sommes reconnaissant.

Visitez ekos.com

(English and French)

Appendix C

Post-Campaign Questionnaire (English and French)

Appendix C: Post-Campaign Questionnaire (English and French)

INTRO

Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français, veuillez cliquer sur [Click here]. Your participation is voluntary and your responses will be kept entirely confidential and anonymous. The survey takes about 5 minutes to complete and is registered with the Marketing Research and Intelligence Association (MRIA). This survey is being directed by Ekos Research, and is being administered according to the requirements of the Privacy Act. [Click here] if you wish to verify the authenticity of this survey. To view our privacy policy, [Click here]. If you require any technical assistance, please contact online@ekos.com.

D1A [1,7]

Does anyone in your household work for any of the following organizations?

Select all that apply

A marketing research firm 1

A magazine or newspaper 2

An advertising agency or graphic design firm 3

A political party 4

A radio or television station 5

A public relations company 6

The federal or provincial government 7

None of the above 98

Prefer not to say 99

CD1A

CD1A = recode("D1A","CD1A","98=2","Else=1")

Forbidden work 1

Clear to continue 2

D1B

Are you...

Male 1

Female 2

Prefer not to say 99

QAGEA

Some questions in this survey are intended for specific age groups. For the purposes of the survey, what year were you born in?

Year : 77

2003 or more recent 98

Prefer not to say 99

QAGEX

If 2000, confirm if at least 16

Are you at least 16 years of age?

Yes 1

No 2

Prefer not to say 99

QAGEY

Hesitant

May we place your age into one of the following general age categories?

Under 16 98

16-17 years 1

18-24 years 2

25-34 years 3

35-44 years 4

45-54 years 5

55-64 years 6

65-74 years 7

75 years or older 8

Prefer not to say 99

QCHILD

Looking for Parents of 16 to 24

A few questions in the survey are also intended for parents. Are you the parent or legal guardian of any children currently living in the household? If so, how many?

Yes (please enter number of children) : 1

No 2

Prefer not to say 9

QCHILDA [1,6]

Parents, QCHILD

What are the ages of children in the home?

Select all that apply

Under 5 1

6 to 12 2

13 to 15 3

16 to 18 4

19 to 24 5

25 or older 6

Prefer not to say 9

D1E

In which province or territory do you live?

Alberta 9

British Columbia 10

Manitoba 7

New Brunswick 4

Newfoundland and Labrador 1

Northwest Territories 12

Nova Scotia 3

Nunavut 13

Ontario 6

Prince Edward Island 2

Quebec 5

Saskatchewan 8

Yukon 11

Prefer not to say 99

Q1

Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?

Yes 1

No 2

Don't remember 99

Q2 [1,14]

Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?

Select all that apply

Cinema 1

Facebook 12

Internet website 2

Magazines 3

Newspaper (daily) 4

Newspaper (weekly or community) 5

Outdoor billboard 6

Pamphlet or brochure in the mail 7

Public transit (bus or subway) 8

Radio 9

Television 10

Twitter 11

YouTube 13

Other, specify (try to be as specific as you can) : 77

Don't remember 99

Q3

What do you remember about this ad?

Specify (try to be as specific as you can) : 77

Don't remember 97

Q4

How did you know that it was an ad from the Government of Canada?

Specify (try to be as specific as you can) : 77

Don't remember 97

T1A

Over the past three weeks, have you seen, read or heard any Government of Canada advertising about driving while under the influence of marijuana?

Yes 1

No 2

Don't remember 97

T1B [1,14]

Where have you seen, read or heard this Government of Canada ad about driving while under the influence of marijuana?

Select all that apply

Cinema 1

Facebook 12

Internet website 2

Magazines 3

Newspaper (daily) 4

Newspaper (weekly or community) 5

Outdoor billboard 6

Pamphlet or brochure in the mail 7

Public transit (bus or subway) 8

Radio 9

Television 10

Twitter 11

YouTube 13

Other, specify (try to be as specific as you can) : 77

Don't remember 99

T1C

What do you remember about this ad?

Specify (try to be as specific as you can) : 77

Don't remember 99

T1D

To what extent do you agree or disagree with the statement.

Marijuana has a negative impact on a person's ability to drive.

Strongly disagree 1

Somewhat disagree 2

Neither agree nor disagree 3

Somewhat agree 4

Strongly agree 5

Don't know/ No response 99

T1E

How comfortable would you be trying to stop a friend or family member from driving if you thought that they were impaired after using marijuana?

Not at all comfortable 1

Not very comfortable 2

Moderately comfortable 3

Comfortable 4

Very comfortable 5

Don't know 98

No response 99

T1F

How comfortable would you be trying to stop a friend or family member from accepting a ride from a driver who you thought was impaired after using marijuana?

Not at all comfortable 1

Not very comfortable 2

Moderately comfortable 3

Comfortable 4

Very comfortable 5

Don't know 98

No response 99

T1G

Have you used marijuana in the past 12 months?

Yes 1

No 2

No response 99

T1HINTRO

Here is an ad that was recently broadcasted on various media. Click below to watch. [VIDEO1]

T1H

Over the past three weeks, have you seen this ad?

Yes 1

No 2

T1I [1,14]

Where have you seen, read or heard this ad?

Select all that apply

Cinema 1

Facebook 12

Internet website 2

Magazines 3

Newspaper (daily) 4

Newspaper (weekly or community) 5

Outdoor billboard 6

Pamphlet or brochure in the mail 7

Public transit (bus or subway) 8

Radio 9

Television 10

Twitter 11

YouTube 13

Other, specify (try to be as specific as you can) : 77

Don't remember 99

T1J

What do you think is the main point this ad is trying to get across?

Response 77

Don't know/not sure 99

PT1K

Please indicate your level of agreement with the following statements about this video ad? Click below to watch again if you prefer. [VIDEO2]

T1KA

This video ad catches my attention

Strongly disagree 1 1

2 2

3 3

4 4

Strongly agree 5 5

Don't Know/ Not sure 99

T1KB

This video ad is relevant to me

Strongly disagree 1 1

2 2

3 3

4 4

Strongly agree 5 5

Don't Know/ Not sure 99

T1KC

This video ad is difficult to follow

Strongly disagree 1 1

2 2

3 3

4 4

Strongly agree 5 5

Don't Know/ Not sure 99

T1KD

The information in this ad is objective

Strongly disagree 1 1

2 2

3 3

4 4

Strongly agree 5 5

Don't Know/ Not sure 99

T1KE

This video ad talks about an important topic

Strongly disagree 1 1

2 2

3 3

4 4

Strongly agree 5 5

Don't Know/ Not sure 99

T1KF

This video ad provides new information

Strongly disagree 1 1

2 2

3 3

4 4

Strongly agree 5 5

Don't Know/ Not sure 99

T1KG

These ads clearly convey that the Government of Canada had been advertising about driving while under the influence of marijuana

Strongly disagree 1 1

2 2

3 3

4 4

Strongly agree 5 5

Don't Know/ Not sure 99

DEMIN

These next questions will help us to analyze the survey results.

D1

Which of the following categories best describes your current employment status? Are you...?

Working full-time (35 or more hours per week) 1

Working part-time (less than 35 hours per week) 2

Self-employed 3

Unemployed, but looking for work 4

A student attending full-time school 5

Retired 6

Not in the workforce (Full-time homemaker, unemployed but not looking for work) 7

Other employment status (please specify) 77

Prefer not to say 99

D2

What is the highest level of formal education that you have completed?

Grade 8 or less 1

Some high school 2

High school diploma or equivalent 3

Registered Apprenticeship or other trades certificate or diploma 4

College, CEGEP or other non-university certificate or diploma 5

University certificate or diploma below bachelor's level 6

Bachelor's degree 7

Post graduate degree above bachelor's level 8

Prefer not to say 99

D3

Are there any children under the age of 18 currently living in your household?

Yes 1

No 2

Prefer not to say 99

D4

Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?

Under $20,000 1

Between $20,000 and $39,999 2

Between $40,000 and $59,999 3

Between $60,000 and $79,999 4

Between $80,000 and $99,999 5

Between $100,000 and $149,999 6

$150,000 or above 7

Prefer not to say 99

D5

Where were you born?

Born in Canada 1

Born outside Canada (specify the country): 2

Prefer not to say 99

D6

In what year did you first move to Canada?

Record year: 77

Prefer not to say 99

D7 [1,2]

What is the language you first learned at home as a child and still understand?

Select up to two

English 1

French 2

Other (specify): 77

Prefer not to say 99

THNK

That concludes the survey. This survey was conducted on behalf of Public Safety Canada. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey. Your help is greatly appreciated.

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INTRO

Merci de remplir le présent sondage portant sur des enjeux qui intéressent actuellement les Canadiens. If you wish to complete the survey in English, please [Click here]. Votre participation est volontaire et toutes vos réponses demeureront confidentielles et anonymes. Il faut environ cinq minutes pour répondre au sondage, lequel est enregistré auprès de L'Association de la recherche et de l'intelligence marketing (ARIM). Ce sondage est dirigée par Recherche Ekos, et est administré conformément aux exigences de la Loi sur la protection des renseignements personnels. [Cliquez ici] si vous souhaitez vérifier l'authenticité du présent sondage et ici pour lire notre politique de confidentialité. Veuillez communiquer avec online@ekos.com pour obtenir de l'aide d'ordre technique.

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