Prepared for Public Safety Canada
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This public opinion research report presents the results of 12 focus groups conducted by Ekos Research Associates on behalf of Public Safety Canada. The research was conducted in December 2023.
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© His Majesty the King in Right of Canada, as represented by the Minister of Public Works and Government Services, 2024
The Government of Canada's National Strategy for the Protection of Children from Sexual Exploitation was launched in 2004 and expanded in 2009. In 2020, the Online Child Sexual Exploitation and Abuse: Voluntary Principles was released to provide a framework to combat online sexual crimes against children and coordinate action between governments and industry partners. Public Safety launched a national awareness campaign in March 2021 that focused on changing the attitudes and behaviours of Canadians on the subject of online child sexual exploitation, a reprehensible crime causing life-long harm and suffering to victims. According to the Public Safety website, online child sexual exploitation (OCSE) is defined as when children are tricked into seeing or participating in online encounters of a sexual nature. OCSE is one of the most disturbing public safety issues facing society today. It continues to harm past and present generations of children in Canada and abroad[1].
The awareness campaign was renewed in the fall of 2022 to continue to increase awareness levels of OCSE by increasing public and parental understanding that children (persons under 18) who engage in sexting could be at risk of OCSE. Canada's Criminal Code serves to protect children from all forms of child pornography, the use of the internet to lure children, from sexual contact or touching, and the procurement of children for illicit sexual activity. Public Safety (PS) Canada has been leading the National Strategy.
The objective of the current research is to test a number of proposed concept for the newest iteration of the awareness campaign among parents of children 8 to 18.
Three concepts were tested in 12 online focus groups, which included participants from five different regions across the country. Participants logged onto a Zoom video meeting to generally discuss finding information for parents about online child sexual exploitation (OCSE) and subsequently viewed proposed animated storyboards to create a 30-second video as well as an associated website/social media static ads, for the three proposed concepts. They were asked to react to each concept in terms of overall impressions, tone, clarity of message and perceived effectiveness of the approach in encouraging parents to research, plan and discuss OCSE with their children. They were also asked to provide a series of ratings for each concept along similar dimensions.
In eight of the 12 groups participants were recruited to represent a region, rather than one specific city. Eight participants were recruited to attend each discussion. In the remaining four of the 12 discussions, participants were recruited among parents living in Halifax or Vancouver, which were intended to be conducted in-person. In the end only the two Vancouver sessions were held in-person, while the sessions with Halifax residents were conducted online. The recruitment sample was drawn from among parents responding to an earlier survey on the same topic, conducted in September 2023, at which time respondents indicated a willingness to be re-contacted about the follow-up focus group discussions. The original sample source for the survey, as well as some added records of Halifax and Vancouver parents, was the Probit online panel. The recruitment screener is provided in Appendix A. Participants were selected from those who registered their interest in participating, based on the age of their child (8 – 13 or 14-18), region they live in (Eastern or Western Canada), gender of the child, and language. In total, 77 individuals participated in the concept testing discussions, of the 100 recruited. Discussions occurred between December 4 and 11, 2023.
| Region/Demographic | # of Groups | Total # of Participants |
|---|---|---|
| East/Ontario | 5 | 38 |
| West | 5 | 31 |
| Francophone | 2 | 8 |
A focus group discussion guide (provided in Appendix B) was developed by Ekos in consultation with Public Safety, along with a rating sheet used to rate each concept to quantify the results and obtain an initial reaction from each participant prior to discussion. Ten of the groups were conducted in English, while the two groups held with residents of Quebec were conducted in French. Each focus group took roughly 90 minutes to conduct. Participants received an incentive of $120 for their participation in the online discussions[2]. Video recordings, researchers' notes and observations from the focus groups formed the basis for analysis and reporting of results.
A few overarching themes expressed about the campaign include:
Highlights of the testing of the three concepts are summarized below in terms of positive and negative reactions to each of the concepts.
| Concepts | Positive Reactions | Negative Reactions |
|---|---|---|
| Open-Closed |
|
|
| Someone Else Will |
|
|
| Uncomplicate It |
|
|
Participants were presented with the animated storyboard of the 30 second video for each of the three concepts. In each discussion, the scenario was described and subsequently played twice, at which point participants were asked to go to a ratings page to provide reactions to the concept before any discussion was held. The order of presenting the three concepts was changed from one discussion to the next. Participants were asked to provide reactions from weak to strong in terms of the clarity of the message, the ad's ability to capture their attention, its relevance, ability to send them looking for information, and overall.
Results suggest that the message is most clearly conveyed in Open-Closed, which is also given the highest rating in terms of ability to capture attention. Both Open-Closed and Someone Else Will are seen as relevant. Each of the three concepts received modest ratings with regard to the call to action to look for information. The Open-Closed concept received the highest overall rating. Having seen and discussed all three concepts, participants were asked to pick a preferred approach that is effective at having parents think about the issue and take action. In this case, the concept Someone Else Will was preferred by a small margin. Some of the participants who selected Open-Closed or Someone Else Will as their preferred choice said the other was a close second choice.
Uncomplicate It was seen as relatable to some, however, there is a significant risk of offending some parents, particularly fathers. The ad would require toning down (strong anxious reaction, pace of the ad, etc.) in order to be effective. The message that it is important to speak with kids, and the reassurance that there is information was nonetheless considered helpful for some.
Both Open-Closed and Someone Else Will feature the shock factor that many said is needed to command attention and motivate action. Open-Closed was preferred by some because it is a simple and straightforward story, that is easy to portray and understand. Those who preferred Someone Else Will, liked the stronger shock value of seeing luring in action "right in the living room". The portrayal of the predator in the room is, however, more difficult to convey, adding distraction for some, who had trouble "seeing" what was intended for the live action video even when presented with a description of the scenario before viewing it. Ultimately, either of these two concepts is likely to be effective at commanding attention and conveying the message.
It should be kept in mind when reading this report that findings from the focus groups are qualitative in nature, designed to provide a richer context rather than to measure percentages of the target population. These results are not intended to be used to estimate the numeric proportion or number of individuals in the population who hold a particular opinion as they are not statistically projectable.
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 on Communications and Federal Identity and the Directive on the Management of Communications. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leaders.
Signed by Susan Galley (Vice President)
A few participants were asked if they feel knowledgeable about OCSE and whether or not they have looked for information regarding OCSE, as well as the types of sources they rely on. Because of time constraints in group discussions, this section of the focus group guide was only asked in a few discussion groups or asked of only a few participants.
Among those who were asked, most parents said that they feel knowledgeable about the dangers that exist online for children. Many report that they have "open and honest" communication with their children in general and said that they have had discussions with their children about how to use technology in a safe manner. These parents often said that they have told their children to be careful of who they communicate with online and that they can come to them with any questions or concerns. This is particularly true of those with older children, as some parents with younger children do not yet have their own devices or are heavily supervised. A few parents said that their child is not receptive to hearing information about online dangers, is less receptive and even guarded when speaking with them about these issues.
Few parents said that they have looked for information or guidance on what to look out for regarding the potential dangers their children may encounter online, or about how to talk to their children about these dangers. Of those who have, this was typically information or sessions provided to parents or to students through the schools. Among these parents, most felt that the information was useful in opening a dialogue with their children. A few parents said that they have searched online for information, but not found any useful sources for talking to children about online dangers. Some parents said that guidance on what to talk to their children about, things to look out for, would be helpful in supporting future discussions.
Most parents said that it makes sense for the Government of Canada, and specifically Public Safety, to be providing information and tools for parents to guide conversations with their kids about online child sexual exploitation and how to keep their kids safe. Parents perceive it to be a critical issue and important to raise awareness about the risks that children face online.
An ominous and fear-inducing tone was deemed appropriate by most parents, to reflect the seriousness of the topic. Many said they do not feel that the material presented is a sensitive topic or overly shocking in approach. Among those asked, some parents noted that they have been online most of their lives and very little would shock them. A few observed that their generation never received a talk from their parents about online dangers, and some guidance would be useful on how and when to approach the topic with their children. Views were somewhat divided on the value and appropriateness of using a more light-hearted tone as presented in one of the three concepts. Those who appreciated it said that they can relate to the character and situation of needing to prepare (i.e., parents are not alone). Others felt that a more serious and pressing tone is needed.
In each discussion, participants were presented with the animated storyboard of the 30 second video for each of the three concepts. In each discussion, the scenario was described and subsequently played twice, at which point participants were asked to go to a ratings page to provide reactions to the concept before any discussion was held. The order of presenting the three concepts was changed from one discussion to the next. Following the ratings, the approach to the 30 second video was discussed. Two mock ups of still image ads which might be seen on a website or social media post were then presented and discussed. A description of each concept, along with findings of the discussions are presented below. The ratings are presented in the next section.
Someone Else begins with a boy sitting on a couch, looking at his phone. There are texting ‘dings' and the start of a conversation as a man appears, saying, "hey, how are you feeling". Then, "I know things at school are tough right now", "I remember when I was your age, I had a hard time finding my crowd". The man continues, "I just want you to know that I'm here for you". The music starts to get more ominous, and the man says, "you can tell me anything, like if you are interested in anyone at school. The boy's screen displays the text that is read out loud in the man's voice, "I can even show you what kind of things they like". The conversation is interrupted, and the man disappears, with the boy's dad popping around the corner and saying, "Kids, time for dinner". The boy gets up from the couch to walk away, presumably for dinner. The text on the screen reads, "Reports of online child sexual exploitation have increased 31% since 2022", while the voice over says, "Have the online dangers talk with your kid before someone else does", and "Find ways to talk to your kids", with the website onscreen.
The static ads for Someone Else includes a GIF ad with the opening text "Online predators have tricks for talking to children". The GIF transitions to a frame with the words "Have the online dangers talk with your kids. Before someone else does" and the image of a father and daughter. The end image reads, "Find resources on what to say" with a button to Learn More. The social media ad has the statement of "815% increase in online child luring reports between 2018 and 2022 (Source: Cybertip.ca), and text from Safety Canada at the bottom. These ads are predominantly yellow, black with white.
Most participants said the video for Someone Else contained an impactful "shock factor" that grabs attention and instills fear, which they feel is needed to increase the likelihood that parents will take action. Some participants noted that the ad conveys the message that a child can be sitting in a shared space, such as the family room, and the contact with predators may be happening "under our noses". Many said the ad would motivate them to talk with their children, even if they felt that they already have open communication with their children.
Some parents found the animated storyboard for the video confusing, particularly in early groups when the video was not prefaced with a description of what they will see. Specifically, it was not clear to some that the predator was not physically in the room or how this would be produced in a live action video. Some said that the lack of clarity about who the predator is, or is posing as, and that he was not actually in the room distracted them from appreciating the video or message. Others said that the initial perception that the adult (predator) is trusted and in the room makes for a startling reveal and sends a powerful message to parents.
Some participants felt that the dialogue highlights that the predator is posing as a trusted adult, demonstrating how grooming can start very innocuously and progresses slowly as they lure children toward greater threats. A few participants said that the phrases used by the predator did not seem realistic, or reflective of how kids would speak with each other; further highlighting the confusion about who the predator is posing as. A few others felt that the predator should be an adult posing as a younger peer to be more representative of common OCSE deceptions. A few suggested that having the full chat script displayed on screen would add to the clarity of the video. Having further clues of an ongoing history of communication between the child and predator were also suggested to add power regarding the nature of grooming and how it unfolds slowly, over time.
Some participants also appreciated that the child at risk is a boy, as girls are perceived to be most often targeted by predators and therefore a scenario involving a boy would be less obvious, and more likely to captivate parents of both boys and girls, having a greater impact as a result.
Overall, the static ads for Someone Else were well received by participants. Most felt that the orange and black colouring commands attention and sends a message of warning or urgency. Many parents appreciated that the final frame of the GIF ad communicates that there are resources available and provides a button to learn more. As with all static ads, some participants said they would appreciate referencing a website as they may not feel comfortable clicking on the ad, or to have the web address to source the material at a later date. Some parents, however, said that they appreciate having a button or link right in the ad, to provide easy access to the site, suggesting that both may have the widest reach.
The word "tricks" was viewed negatively by some participants, as it is associated with click bait ads such as "tips and tricks for a slimmer waistline". A few also said that the word tricks seems too trivial for what is being described, suggesting tactics or strategies instead. Additionally, while a few participants identified with the image of the father and daughter in the second frame of the GIF ad, some others felt the image was too "stock" or that the dad himself looked like a predator.
This concept was the only one to incorporate statistics relating to the increase in reported OCSE. While only some participants noticed the statistic during the 30-second video without having it pointed out, many participants felt that the "815%" statistic in the social media ad is very powerful to highlight the significant proliferation and increase in reported exploitation of children. Most parents said that the very large percentage draws attention and creates "shock value" to take action in light of the increasing threat of OCSE. Some, particularly those who described them as "data" or "stats" people, said that they would question the accuracy of the exceptionally large percentage and that including the 'raw' numbers would be more impactful. Some others said that the large percentage is too abstract and using an alternative format of "has increased eight times" would be more understandable.
Open & Closed starts with a child sitting in their bedroom in the dark, typing at their laptop. Overlapping whispers are heard faintly with phrases such as "what are you doing" "how old are you" "share a pic" and "what school do you go to". There is a knock at the door, and the child says, "come in". The mom enters and says "Hey love, what are you up to". The daughter responds, "not much, just chatting". The mom says "can we talk" and the child responds "sure". The room gets lighter as the mom enters and sits on the bed. The script on screen and voice over indicates "Open conversations with your kids can close opportunities for predators", then "Learn how to talk to your kids about Online child sexual exploitation" and displays the website.
The static ads for Open & Closed are predominantly yellow and black, with pink shading. The GIF begins by showing two texts from Thunderguy34091. The messages say "hey – wyd" and then "send me a pic! I wanna see what you look like". The messages are then covered by an incoming call from Mom. The ad transitions to present the text "Open conversations with your kids can close opportunities for predators." The final image indicates "Talk to your kids about online dangers", with a button to Learn More.
The Open & Closed video was seen by most participants as simple, clear and direct. The whispering at the beginning of the ad draws attention and sets an ominous tone, according to many participants. Some said that a sense of urgency is created in the ad because the child is being approached by predators. Some participants suggested that the ad would benefit from displaying the text of the whispering either on the laptop or as callout bubbles.
Many participants appreciated the visual tone of the video, showing a child in a darkened room, with light entering the room as the mom enters to talk. Likewise, some participants said that the child closing the laptop is a good visual aid, suggesting that they child is open to talking with the parent and the action is closing out predators. Conversely, a few interpreted this as the child closed the laptop because they were hiding something. However, some participants said it is unclear if the mom has entered the room to talk about OCSE or some other topic. Nor did it make the connection to the mom visiting the OSCE website in order to prepare for the talk. Additionally, it is not clear, according to a few participants, if the mom is aware that the child is communicating with predators or if the child is aware that she is engaging in dangerous activity.
Featuring a mom and daughter in this scenario was perceived by some participants as being too typical, with girls as the target of predators, and the mom responsible for talking with their child. A few participants, including dads, did see themselves in the ad, as their child is often in their bedroom, and they are welcomed into the room to talk. Some participants said that the child should be seen using another device such as a phone or tablet, rather than a laptop which some felt is not a likely device for a younger child to use.
Many participants felt that the text of the GIF ad was clear and direct; that opening conversations with your kids can close opportunities for predators. A few parents said that the term "online dangers" is unclear and can be interpreted as the need to avoid viruses on their computer or financial scams. Further, the initial display of two text messages were deemed by some parents as too small, unclear in the term "wyd", or lacking context. The incoming call from Mom seemed to be an unintentional interruption, according to some participants, rather than active communication by parents to keep their kids safe.
The social media post was also considered to feature a confusing image which many participants said they would not take the time to read in order to figure out what was being said in the chats. The family chat was again interpreted by some participants to be an accidental interruption rather than a dialogue about OCSE, with a few participants perceiving that the message may be intended to make (or perceived as making) them feel guilty for not checking in with their kids during the day. Some participants said that the information paragraph from Public Safety Canada is too long, and they would not be likely to read the content, especially if they have to click ‘more' in the post to display the text.
The 30 second ad for Uncomplicate It opens with a daughter walking upstairs, holding a phone or tablet. The parents are then shown in the living room on the couch. The dad starts sweating and stands to look at a series of post-it notes on the wall stating, "Talk to Olivia about online dangers", and then various notes such as, "Grooming", "Chat rooms", "Luring", "Capping", and "Video games". The mom is seen opening a laptop, and then both parents sit on the couch with the laptop. The OCSE website is shown and the voice over states "Having the online dangers talk doesn't have to be complicated". The ad ends with the parents sitting in the child's room, presumably to have a talk about OCSE, with the wording on screen and voice over stating "Learn more at Canada.ca/child-exploitation".
The static ads for Uncomplicate It have a colourful background of purple, pink, blue, green and yellow. The GIF opens with a blank search engine box. In the subsequent image, a search history containing six topics are visible, such as "risks for kids online", "what is luring", "how to keep kids safe online" and finally, in bold, "talking to kids about online safety". The final image states "Protecting your kids online doesn't have to be complicated" in large font, and a button to "Start the Conversation". The social media post displays the second image of the search history from the GIF ad, with the statement from Safety Canada that "Having the online dangers talk can feel overwhelming, but it doesn't have to be complicated. It starts with being open and honest about risks and finding ways to lessen them".
Some participants felt that this approach was successful in communicating a proactive approach to talking to children about OCSE. The parents in the ad knew that they should be talking to their daughter about OCSE and looked up information on how to do so. Further, this concept seemed to suggest a proactivity on the part of the parents, according to a few participants, since the scenario suggested that the daughter was not already in contact with predators. Some parents liked the use of key words presented visually through sticky notes, to help illustrate some of the concerns and topics when discussing OCSE. A few said they did not however, like using sticky notes in the style of an evidence board. A few participants said that they could see themselves in the ad; discussing with the other parent and wondering how to best approach the topic of OCSE with their children.
Some parents did not like presenting the dad as the confused and bumbling father, and the mother as the serene and intelligent parent who solved a problem, which they characterized as a tired trope featured in commercials and shows. While some felt that this comedic stereotype was over the top, a few parents expressed a stronger dislike for the portrayed image of the "idiot parent", presenting parents as inept, and the government as providing needed assistance. A few went so far as to say that their kids may also see these ads and did not need any further reasons to dismiss parents as uninformed.
Many participants said that the message of Uncomplicate It is clear; that the conversation does not have to be complicated and there are tools to help parents.
Participants were generally less positive about the static ads for Uncomplicate It. For the GIF ad, many said that the first image with the blank search box was not needed and would cause them to lose attention right at the start. While some parents said they would not read the additional search queries, a few said they would be drawn to the last line about talking to kids about online safety, and others said that they found the search topics to be realistic, although fewer search questions might be better. A few parents again questioned what was meant by "online safety" arguing that the topic is broader than just OCSE. The final transition page in the GIF was received more favourably by some parents as a stand alone message that talking to their children does not have to be complicated. The button "Start the Conversation" was considered more motivating and clearer to some parents compared with the "Learn More" button in the other two concepts.
The social media post was viewed as confusing by some participants. They felt that without context, they would not know what the message was about and would not read the bottom caption. A few participants felt that the encouragement to be "open and honest" was not needed as they already have open communication with their children. Although a few parents said they liked the bright colours, some participants said they did not like the multi-coloured purple and pink colours of the static ads as they felt they were too light-hearted or may give visual cues that the ad is associated with the 2SLGBTQI+ community due to the use of rainbow colours.
Participants were asked to provide reactions from weak to strong in terms of the clarity of the message, the ad’s ability to capture their attention, its relevance, ability to send them looking for information, and overall. Results were collapsed according to ratings indicating the specific concept to be weak to moderate (rating it a 1, 2 or 3 out of 5), or strong (rating it a 4 or a 5). Results show that the message is clearest in Open-Closed, which is also given the highest rating in terms of garnering attention. Both Open-Closed and Someone Else Will are seen as relevant. Each of the three concepts received modest ratings with regard to the call to action to look for information.
Ultimately, Open-Closed received the highest overall rating when participants were rating a concept individually, keeping in mind that the ordering of presentation of the three concepts was rotated across the 12 sessions. Having seen and discussed all three concepts and asked to pick a preferred approach that is effective at having parents think about the issue and take action, the concept Someone Else Will was preferred by a small margin. Some of the participants who selected Open-Closed or Someone Else Will as their preferred choice said the other was a close second choice. Although 14 people chose Uncomplicate It as their preferred concept in terms of effectiveness, 10 attended one of two sessions suggesting more ‘group think' for this concept. This also occurred for the other two concepts, but a much lesser degree.
Uncomplicate it was seen as relatable to some, however, there is a significant risk of offending some parents, particularly fathers. The ad would require toning down (strong anxious reaction, pace of the ad, etc.) in order to be effective. The message that it is important to speak with kids, and the reassurance that there is information was nonetheless considered helpful for some.
Both Open-Closed and Someone Else Will feature the shock factor that many said is needed to command attention and motivate action. Open-Closed was preferred by some because it is a simple and straightforward story, that is easy to portray and understand. Those who preferred Someone Else Will, preferred the stronger shock value of seeing luring in action "right in the living room". The portrayal of the predator in the room is, however, more difficult to convey, adding distraction for some, who had trouble "seeing" what was intended for the live action video even when presented with a description of the scenario before viewing it. Ultimately, either of these two concepts is likely to be effective at commanding attention and conveying the message.
As with most concept testing discussions, many participants said they would like to see combined elements of each concept presented. In this case:
Hello, my name is [name of interviewer] from Ekos Research. May I speak with [name of respondent]? In September you completed a survey on the topic of children's safety while online. In a second phase of this research we are conducting a series of small, discussions.
These 90-minute discussions will take [CALCTYPEB] between December 4th and December 11th in the evening. In each session, a small group of [CALCSIZE] participants will be asked to provide constructive feedback to help Public Safety by reviewing and discussing proposed approaches to the upcoming campaign. The sessions will be observed by representatives responsible for planning the campaign so that they can hear first-hand what Canadian parents think. Confidentiality and anonymity will be maintained throughout the research process. Participants will receive a [CALCINCENTIVE] incentive for their participation.
Are you potentially interested in participating?
In September you completed a survey on the topic of children's safety while online, and in it you indicated that you have one or more children between the ages of 8 and 18. Is that correct?
[Q1 is empty or Q1 = 2,8] We are leading a series of discussions to get feedback on several proposed approaches to an awareness campaign about children's safety when online on behalf of the Government of Canada. Is your child or children between the ages of 8 and 13 or 14 and 18?
Are you or is any member of your household or immediate family employed in:
Government of Canada
An advertising agency
A market research company
The media (Print, Radio, TV, Internet)
In which province or territory do you live?
Do you live within the limits of the Metro Vancouver region?
Do you live in, or close to the city of Halifax?
Record gender of respondent (Do not ask)
Which of the following best describes the racial or ethnic community that you belong to? We recognize this list of racial or ethnic identifiers may not exactly match how you would describe yourself.
Interviewer: Read list. Please select all that apply.
What is the highest level of formal education that you have completed to date?
Interviewer: Read list if needed.
Which of the following categories best describes your total household income? That is, the total income of all persons in your household, before taxes?
Interviewer: Read list if needed.
Participants in these discussions will be asked to voice their opinions and thoughts in the discussion. How comfortable are you in voicing your opinions in front of others, in English ? Are you...
Interviewer: Read list.
Participants will be asked to read or view materials during the discussion. Is there any reason why you might have difficulty reading the materials or participating fully in the discussion?
Is there anything that you would need assistance with, that we could provide in order for you to participate?
Have you ever attended a focus group or one on one discussion for which you have received a sum of money?
Yes, Q4
When did you last attend one of these discussions that was sponsored by the Government of Canada?
Yes, Q4 AND not never, Q5
Have you attended 5 or more of these discussions that were sponsored by the Government of Canada?
Would you be interested in participating in one of these discussions?
Would you prefer to participate in a discussion in English or in French?
QFOCUSA
[PRESTRATE not = 14,15 and DEMOPRESTRATE not = 14,15 and ((QPROV = 1 and QVAN = 1) or (QPROV = 8 and QHAL = 1))] Based on your responses, you are also be eligible to participate in an in-person discussion for which participants will be paid $140 to thank them for their time. [Else] Replacements are not permitted. If you usually use reading glasses you should make sure to have them with you as there will be some viewing of some images and reading of materials throughout the discussion.
Are you able to participate in the 90 minute discussion on...?
Note that times are listed as eastern standard time and may not necessarily be in your own time zone.
QHAL = 1 and Q1B = 1,2 and CG4 = 1
QHAL = 1 and Q1B = 1,2 and CG5 = 1
QVAN = 1 and Q1B = 1,2 and CG11 = 1
QVAN = 1 and Q1B = 1 and CG12 = 1
[(PRESTRATE = 14,15 or DEMOPRESTRATE = 14,15) and QVAN not = 1 and QHAL not = 1]While you are not eligible for the in-person discussion, we would like to invite you to attend an online discussion for which participants will be paid $120 to thank them for their time [Else] Replacements are not permitted. If you usually use reading glasses you should make sure to have them with you as there will be some viewing of some images and reading of materials throughout the discussion.
Are you able to participate in the 90 minute discussion on...?
Group
What gender does your child aged [CALCQCHILDGEN] identify as? If you have more than one child aged [CALCQCHILDGEN], please answer for the oldest.
If asked: We want to be sure to hear from a mix parents of male and female children in the discussions.
CALCQ3B (Piped-in based on group selected at "CALCQ3B")
You will be asked to [CALCQ3B]. You will participate through a general discussion, as well as by viewing some materials shown to you throughout the discussion. Sessions will be recorded for research purposes only, but confidentiality and anonymity will be maintained.
QFOCUSB
We are asking that all participants [CALCQFOCUSB] prior to the start time of the session. Late arrivals may not be admitted to the discussion, nor would an incentive be received.
At the start of the discussion you will be given some added details about the purpose and kinds of questions you will be going through. Basically, you and a handful of other parents will provide your thoughts and reactions to several ideas for ads the Government is considering for this campaign to increase awareness about children's safety online. This will be done through a guided conversation, section by section, and everyone will be asked to provide some opinions, although no one will be "put on the spot". And, remember, there are no right or wrong answers for this, it's just your opinion. You will not need to have any special knowledge to participate.
The discussion will be led by an experienced moderator and observed by officials responsible for planning the awareness campaign.
These discussions will take place in a secure and confidential environment. All personal identities will be protected. You will only be referred to by your first name. No one else in the discussion will know your identity. Anonymous excerpts or quotes from the discussion may be included in the final aggregate report to illustrate the findings, but they will not be linked to any participant.
Are you comfortable with all of this?
If you have not used them recently, please check to make sure your audio and recording equipment, such as speakers and webcam, are working well before the day of the discussion group. You will not be able to participate without a working webcam and audio. Also, we are providing a Canadian call-in number for anyone without audio on their computer/tablet, but please be advised that it is not a toll-free number, although it may be in your province or region. This is all of the information and questions I have for you, so now, do you have any questions for me before the group discussion?
Now that we have gone through all of the details about what is involved in the group, that sessions will be observed and recorded, and what is being done to protect everyone's privacy and personal information, are you comfortable with participating in the discussion?
Text/phone
We will give you a reminder telephone call and send an email to remind you and provide the link to the discussion a day or two prior to your group discussion.
[APHONE is empty] What is the best telephone number to reach you? [Else] Is [$_telephone] the best telephone number at which to reach you?
APHONE is not empty
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Let's start by going around the group. Please introduce yourself and tell us something about yourself (# and age of children, the part of the country you live in, etc).
Do you feel you have the information you need to be able to look out for the potential dangers your children may encounter online?
Online child sexual exploitation (OCSE) is one of the most pressing and serious public safety issues in Canada, and internationally. This crime is on the rise and continues to increase significantly because of new technological advances. These technological advances—combined with low cost and anonymity—are contributing factors to this growing problem, allowing child sex offenders to easily recruit (luring and grooming) and coerce (sextortion) children.
The Online Child Sexual Exploitation awareness campaign aims to increase awareness among Canadians and parents in particular, about the scale of and types of methods used in OCSE, as well as engage them to think about, discuss and plan concrete actions they can take to help.
We are going to look at three different concepts or approaches that the Government of Canada is considering and get everyone's reaction to them. Your feedback will feed into developing some new communication material to be used in the campaign to help people become informed.
Again, remember that there are no right or wrong answers here. Everybody has an equally valid opinion.
Each of these concepts or approaches is currently at the development stage, so what we will look at is an animated storyboard mock-up of a 30 second video. So, it's not really what the video of the ad would look like, which would be shot with live actors, but it's meant to give us an idea of what they are thinking about. Then you will go to a ratings page for the set so open your chat now and that is where you will find the links after each concept.
Moderator: Show and go through each concept individually. Rotate order each time.
Open-Closed – This takes place in a child's bedroom where she is hearing or reading online chat through her laptop. We hear whisperings such as you are beautiful, how old are you, share a pic, and you hear words like shy. Then her mother comes into her room to speak with her.
Someone Else Will – We see a boy using his phone while sitting on a couch and someone older coming to sit next to him. We begin to understand through chat notifications and some texting that the person next to him is not actually, physically in the room, but engaging with the child online. They are posing as an older and supportive confident.
Uncomplicate it – We see a child going upstairs to her bedroom, while the father and mother are sitting downstairs. The father is worrying. The mother goes to a website, which they review together before going upstairs.
Before we start our discussion, take a minute to fill in a few ratings on the sheet and write down a few words on your initial reaction on the comments line on the ratings sheet.
What do you think of it? What is your first impression?
So, now I want to show you some corresponding drafts of photo ads that would be part of the same campaign.
What do you think of these ads? What did you like or not like about them? What stood out?
After presenting all concepts:
Thinking about these three different approaches, which one do you think is more effective (i.e., would have you thinking about practices to keep children safe online, and where to look for information to support this)?
Is there anything that would make it better or clearer, more relevant or more impactful as far as you are concerned?
What do you think generally about this campaign and its objectives?
This may be a sensitive topic area for parents. How do you feel about a more serious and even ominous tone versus a more light-hearted tone?
Is there anything that we haven't talked about or that you would like to add before we go?
Thank you