1.
Background
Natural
disasters are increasing in frequency and severity in Canada. Some of the most
expensive years for disaster losses ever in Canada occurred over the last
decade. Disaster losses are likely to continue to increase in the foreseeable
future in part due to climate change, the impacts of which are already being
felt across Canada, increasing the frequency and intensity of hazards.
A key
element in building a stronger more resilient Canada is empowering citizens to
educate themselves and to take action to mitigate risks to their property and
personal safety. A national advertising campaign will seek to educate and
inform a broad swath of Canadians about the risks they could potentially face
in their region. This advertising initiative aims to increase the preparedness
and readiness of Canadians when it comes to disasters and emergencies, helping
to not only reduce the financial costs of disaster response and recovery but
ultimately to increase the resiliency of all individuals and communities in
Canada.
The
national campaign will feature the continuation of the successful Emergency
Preparedness Awareness campaign launched in March 2021 and allow for a refresh
of the brand and its existing assets. This advertising campaign will target
Canadians between 25 and 55 years old, newcomers to Canada, and those with a
lower socio-economic status which are less likely to know the specific risks in
their area.
Public
Safety Canadas (PSC) marketing team would like to conduct Public
Opinion Research (POR) to evaluate both the baseline and post-campaign via the
advertising campaign evaluation tool (ACET) to determine the recall
effectiveness of advertising messages
The value of this contract, including HST, is $78,919.20.
The research objectives for the pre-campaign evaluation
(ACET) are to assess and later to track campaign performance using the
advertising campaign evaluation tool, in accordance with the Communications
Policy of the Government of Canada. Results from ACET testing allow for
comparison with past and future campaigns providing valuable trend information
for the department, allowing Public Safety Canada to evaluate the performance and
improve future phases of the campaign.
The objectives of the ACET
(Advertising Campaign Evaluation Tool) research are as follows:
·
Determine if people have
seen the advertisements associated with the campaign
·
Determine where the ads have
been seen
·
Measure recall of specific
elements of the campaign
·
Identify
attitudinal and behavioral changes as a result of the advertising campaign
A baseline survey was conducted prior to ads being run in
the media and a post-campaign survey, using the same online panel, was
conducted after the ads have been run in the media. Both surveys ask similar
questions to allow comparisons.
Post-campaign evaluation research is conducted to assess and
track campaign performance via the advertising campaign evaluation tool (ACET),
in accordance with the Communications Policy of the Government of Canada.
The Government of Canadas Policy on
Communications and Federal Identity requires the evaluation of all advertising
campaigns exceeding $1 million in media through the Advertising Campaign
Evaluation Tool (ACET).
The
target audience for both surveys was as follows:
·
General Canadian population 25-55 years of age
·
Newcomers to Canada
·
Those with a lower socio-economic status
·
Indigenous communities
Secondary Target Audience:
·
Canadian home and property owners
3.
Methodology
3.1 Online
Sample
This project involved two (2) waves
of surveying a baseline survey and a post-campaign survey. Both surveys were executed
online using a non-probability online panel. This is the standard approach for
all Government of Canada advertising evaluation surveys. The
initial baseline survey was conducted before the campaign launched and the
recall survey was conducted following the completion of the campaign.
Respondents for the survey samples were drawn from a trusted
partner panel vendor, Canadian Viewpoint
Inc. The baseline survey was conducted with a sample of
n=2,006 Canadians ages 25-55 and the post-wave survey was conducted with a
sample of n=2,008 Canadians ages 25-55. Interviews were conducted in the
language of their choice, either English or French.
For the baseline survey, a pre-test was
conducted on January 31st, 2023, with 40 completes (19 English / 21 French) to confirm the survey length before fully deploying the
questionnaire. An open-ended question was asked at the end of the survey where
any problems, questions, or unclear statements could be brought to our
attention. No issues were flagged. The survey was fully
launched and ran between February 1st and February 8th,
2023.
For the post-wave survey, a pre-test was
conducted on March 15th, 2023, with 31 completes (16 English / 15
French). An open-ended question was asked at the end
of the survey where any problems, questions, or unclear statements could be
brought to our attention. Again, no issues were
flagged. The survey was fully launched and ran between March 16th
and March 24th, 2023.
For both surveys, quotas were set to ensure representation
by region, age, and gender, according to the latest Census information. In the
end, within natural fallout, we obtained our targets without having to
oversample. The unweighted counts are shown below.
|
|
Baseline Survey
|
Post-wave
Survey
|
|
Those with
lower socio-economic status (Under $40K)
|
435
|
384
|
|
Indigenous
communities
|
75
|
87
|
|
Newcomers to
Canada (<10 years in Canada)
|
186
|
186
|
|
Homeowners
|
1070
|
1111
|
The sampling
methodology utilized email invitations and router technology to invite
participants. Each participant received a unique URL link. This link could
only be used once, with respondents being allowed to pause during completion
and return to complete. On average, the online interviews took 7 minutes
for the baseline and 10 minutes for the post-wave survey to complete.
Ipsos partnered with sub-contractor
Canadian Viewpoint Inc (CVI). Canadian Viewpoint has one of the largest
consumer panels with ~300,000 active panelists. Like Ipsos, Canadian Viewpoint
uses mixed-media strategies (phone/online/in-person) to build its panel to
allow more representative samples. Canadian Viewpoints online consumer panel
is also recruited using post screeners during telephone surveys, Facebook,
online vetted lists and in-person studies. Incentives were not used for
recruitment purposes to ensure quality, but respondents were incentivized for
completing the survey, which is directly proportionate to the amount of time
taken to complete the survey and with comparable incentives offered by other
online panel sources.
The comprehensive background profiling data
were gathered when respondents joined the panel through screener questions,
which allowed for the targeting of respondents based on key criteria, such as
region, age, gender, education and income level, intention to buy a home within
12 months, profession, and other characteristics.
The online survey was conducted using
Computer Assisted Web Interviewing (CAWI). Every panelist opted-in or chose to
participate in research surveys. Panelists that meet our desired criteria were
randomly selected and sent an email invitation to complete the survey.
Participants were offered a choice to complete the survey in either English or
French.
The survey platform was Accessibility for
Ontarians with Disabilities Act (AODA) compliant, according to Web Content
Accessibility Guidelines (WCAG 2.0AA).
Incentives and Quality Control
Measures
Canadian Viewpoint uses a
multi-faceted approach to quality, integrating controls and best practices into
every phase of the process. Panel members come from diverse fully certified
sources. A dedicated team monitors performance by source using feedback loops
and continuous reporting to prevent fraud. Our dedicated team monitors the
panels for potentially fraudulent behavior, and blocks these people from ever
entering a survey via safeguards that includes:
·
A double opt-in authentication process
·
Cash incentives, in the form of cheques to
ensure confirmation of our panelist identity
·
Respondents provided us with legitimate
information about their identity and address and allow them to receive their
incentive cheque
·
Immediate examination of suspicious email
addresses, suspicious behavior, or unrealistic completion
·
Fast and permanent removal of offenders
·
CVI works with our clients to set up customized
data quality checks for the surveys that we program. When we provide Sample
Only, the client is ultimately responsible for setting up their own data
quality checks
·
We limited invitations to 3 x a week. The
average respondent receives 1.38 surveys a month from Ipsos and completes 5 - 6
surveys per year
·
CVI keeps the participation history, join date
and source of the respondent on file. Project analysis of such data is
available to our clients upon request
·
Proprietary Verification is a suite of quality
control procedures, including digital fingerprinting, address verification
against USPS databases (standard in the US and Canada) and third-party
verification upon request
Sample
Weighting
The table below shows the unweighted and weighted
distributions of the online sample. Weighting was applied to the sample to
ensure that the final data reflects the general adult population by region, age,
and gender according to the 2021 Census. A Random Iterative Method (RIM)
technique was applied for weighting.
Weighted and Unweighted Online Sample
|
|
Baseline Survey
|
Post-wave Survey
|
|
|
Unweighted Sample Size
|
Weighted Sample Size
|
Unweighted Sample Size
|
Weighted Sample Size
|
|
Canada
|
2006
|
2006
|
2008
|
2008
|
|
Region
|
|
|
|
|
|
British
Columbia/ Yukon
|
282
|
263
|
247
|
263
|
|
Alberta /Northwest
Territories
|
222
|
253
|
196
|
253
|
|
Prairies
(MB/SK) / Nunavut
|
142
|
124
|
126
|
124
|
|
Ontario
|
763
|
774
|
805
|
775
|
|
Quebec
|
461
|
469
|
482
|
470
|
|
Atlantic
Canada
|
136
|
122
|
152
|
122
|
|
Gender
|
|
|
|
|
|
Male
|
992
|
980
|
876
|
983
|
|
Female
|
1000
|
1012
|
1122
|
1015
|
|
Diverse /
Prefer not to Answer
|
14
|
14
|
10
|
10
|
|
Age
|
|
|
|
|
|
25-34
|
618
|
633
|
607
|
634
|
|
35-44
|
624
|
613
|
641
|
614
|
|
45+
|
764
|
760
|
760
|
760
|
The figures presented in the table
above show minimal differences between the unweighted and weighted samples. As
a result of the strong representativeness of the unweighted data, the largest
weight factor that was applied for any respondent is 1.29, which is well within
acceptable ranges for a survey of the general population.
Email Statistics
For this survey, a sample router was used. Therefore, a
response rate cannot be calculated. However, the participation rate for
the baseline survey was 96% and the post-wave survey was 93%. The participation
rate is calculated as follows: (qualified completes + over quota +
terminates)/click-through).
|
Completions
|
Baseline Survey
|
Post-wave Survey
|
|
Click-Through
|
3112
|
4126
|
|
- Partial
Completes
|
128
|
235
|
|
-
Terminates
|
362
|
812
|
|
- Over
quota
|
616
|
1030
|
|
Qualified
Completes
|
2006
|
2008
|
|
Participation
Rate
|
96%
|
93%
|
Non-Response Analysis
The
results of this survey are not statistically projectable to the target
population because the sampling method used does not ensure that the sample
represents the target population with a known margin of sampling error.
Reported percentages are not generalizable to any group other than the sample
studied, and therefore no formal statistical inferences can be drawn between
the sample results and the broader target population it may be intended to
reflect. The data have been weighted to reflect the demographic composition of
Canadian adults between the ages of 22 to 55 years.
The table below compares the unweighted survey samples to
the 2021 Census results by region, age, and gender.
|
|
Baseline Survey
|
Post-wave Survey
|
|
|
Unweighted Percentage
|
Census 2021 Proportions
|
Unweighted Percentage
|
Census 2021 Proportions
|
|
Region*
|
|
|
|
|
|
British
Columbia/ Yukon
|
14%
|
13%
|
12%
|
13%
|
|
Alberta /Northwest
Territories
|
11%
|
13%
|
10%
|
13%
|
|
Prairies
(MB/SK) / Nunavut
|
7%
|
6%
|
6%
|
6%
|
|
Ontario
|
38%
|
39%
|
40%
|
39%
|
|
Quebec
|
23%
|
23%
|
24%
|
23%
|
|
Atlantic
|
7%
|
6%
|
8%
|
6%
|
|
Gender*
|
|
|
|
|
|
Male
|
49%
|
49%
|
44%
|
49%
|
|
Female
|
50%
|
51%
|
56%
|
51%
|
|
Diverse /
Prefer not to Answer
|
1%
|
<1%
|
<1%
|
<1%
|
|
Age*
|
|
|
|
|
|
25-34
|
31%
|
32%
|
30%
|
32%
|
|
35-44
|
31%
|
31%
|
32%
|
31%
|
|
45+
|
38%
|
38%
|
38%
|
38%
|
* Denotes
variables included in the weighting scheme.
Differences among the variables used in the weighting scheme
are minimal. The distribution in the sample is consistent, with only slight
differences observed between the unweighted percentages and the 2021 Census
data.
4.1 English Baseline Questionnaire
Thank you
for taking the time to complete this survey dealing with current issues of
interest to Canadians. Do you prefer to continue in English or French? /
Prιfιrez-vous continuer en franηais ou en anglais ?
·
English
/ Anglais
·
French
/ Franηais
Your
participation is voluntary, and your responses will be kept entirely
confidential. The
survey takes about 5 minutes to complete.
START SURVEY
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 Daniel Kunasingam at daniel.kunasingam@ipsos.com
a)
Does
anyone in your household work for any of the following organizations? Select
all that apply.
o A marketing research firm
o A magazine or newspaper
o An advertising agency or
graphic design firm
o A political party
o A radio or television station
o A public relations company
o The federal or provincial
government
o None of these organizations [Exclusive]
IF NONE
OF THESE ORGANIZATIONS CONTINUE, OTHERWISE THANK AND TERMINATE.
b)
Are
you
o Male gender
o Female gender
o Other
o Prefer not to answer
c)
In
what year were you born?
YYYY
ADMISSIBLE RANGE 1967-1997
IF <> 1967-1997, THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
d)
In
which of the following age categories do you belong?
SELECT ONE ONLY
- Less than 18 years old
- 18 to 24
- 25 to 34
- 35 to 44
- 45 to 55
- 56 to 64
- 65 or older
IF LESS
THAN 25 OR MORE THAN 55 THANK AND TERMINATE
E) In which province or territory do you live?
SELECT ONE ONLY
o Alberta
o British Columbia
o Manitoba
o New Brunswick
o Newfoundland and Labrador
o Northwest Territories
o Nova Scotia
o Nunavut
o Ontario
o Prince Edward Island
o Quebec
o Saskatchewan
o Yukon
o I do not live in Canada [THANK
AND TERMINATE]
F1.
Are you the parent or legal guardian of a child under the age of 19?
Yes (please enter number of children) [NUMERIC TEXT BOX] [ALLOW RESPONSES
1-10]
No
[If Yes in F1 ask F2 , else skip to Q1]
F2. Please enter the age of your child(ren) below. If your child is under 1
years old, please enter 0
Child 1 [NUMERIC TEXT BOX, RANGE 0-18]
Child 2 [NUMERIC TEXT BOX, RANGE 0-18]
[INSERT CHILD BOXES FOR NUMBER OF CHILDREN - CHILD 1, CHILD 2, CHILD 3,
CHILD
10]
ASK ALL
RESPONDENTS
Q1: Over the past three weeks, have you seen, read or heard any
advertising from the Government of Canada?
o Yes
o No =>
GO TO T1A
Q2: Deleted
Q3: Think about the most recent Government of Canada ad that comes to
mind. What do you remember about this ad?
[Record]
Q4: Deleted
CAMPAIGN SPECIFIC QUESTIONS
ASK ALL
RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any
Government of Canada advertising about getting prepared for emergencies, such
as severe winter storms, floods, and power outages?
o Yes
o No =>
GO TO T1D
T1B: Where have you seen, read or heard this ad about getting prepared
for emergencies? Select all that apply.
SELECT ALL THAT APPLY
|
Printed publications
|
|
Flyer/postcard/brochure
(by mail)
|
Print
newspaper
|
|
Print
magazine
|
|
|
Broadcasting
|
|
Radio
|
Television
|
|
Online / digital
|
|
Digital/Streaming
TV (e.g. Netflix, Disney+)
|
Snapchat
|
|
Facebook
|
Digital/Streaming
radio (e.g. Spotify, Podcast)
|
|
In
a mobile app
|
TikTok
|
|
Instagram
|
Twitch
|
|
Internet
website
|
Twitter
|
|
LinkedIn
|
Video
game
|
|
Online
news sites
|
Web
search (e.g. Google, Bing)
|
|
Pinterest
|
YouTube
|
|
Out-of-home (indoor and
outdoor signage)
|
|
The following are examples of signage locations.
Please select those that apply or add ones specific to campaign.
|
|
Arena/stadium
|
Highway
billboard
|
|
Airport
|
Point-of-sale
display
|
|
Cinema
|
Restaurant
|
|
On
school campus
|
Restroom
|
|
Digital
billboard
|
Shopping
mall
|
|
Doctor's
office
|
Pharmacy
|
|
Elevator
|
Transit
(e.g. Inside/outside bus/subway or bus shelter)
|
|
Mandatory option(s):
|
|
Other,
specify:
|
|
T1C: What do you remember about this ad?
[Record]
ASK ALL
RESPONDENTS
T1D. Would you know where
to find information about how to get prepared for an emergency, such as severe
winter storms, floods, and power outages?
Yes
No
Dont
know
[IF YES ASK T2D, OTHERWISE SKIP TO T3D]
T2D. Where would you go?
[text
box]
Dont
know
T3D. The Government of Canada has created a website designed to help
Canadians get prepared for emergencies such as a natural disaster or a
weather-related event. It provides a variety of information, including what to
do before, during and after a natural disaster, how to draft an emergency plan
and how to build an emergency kit. Before today, were you aware of this
website?
Yes
No
Dont
know
[IF YES ASK T4D OTHERWISE SKIP TO T5D]
T4D. What is the name of the website? Please type the URL below.
[text
box]
Dont
know
T5D. The website we are talking about is getprepared.ca, have
you visited the website before today?
Yes
No
Dont
know
T6D. In the past 12 months, have you or a family
member taken any measures to prepare your household for a weather-related
emergency or natural disaster such as severe winter storms, floods, and power
outages, etc.?
Yes
No
Dont
know / Not sure
[IF YES ASK T6D2 OTHERWISE SKIP TO T7D]
T6D2. What action have you or your family member taken?
[Text
box]
Dont
know
T7D. To the best of your knowledge, how at risk is your household from
a weather-related emergency or natural disaster such as severe winter storms,
floods, and power outages, etc.?
GRID ROW
Severe winter
storms
Floods
Power outages
GRID COLUMN
Very at risk
Somewhat at
risk
Not very at
risk
Not at all at
risk
T8D. How concerned are you about the risk that your household would be
affected by a weather-related emergency or natural disaster?
Very
concerned
Somewhat
concerned
Not
very concerned
Not
at all concerned
Dont
know
Pretest 1: Was anything in the survey today confusing?
Yes (please
specify)
No
D1: Which of the following categories best describes your current
employment status? Are you
SELECT ONE ONLY
o Working full-time (30 or more hours per week)
o Working part-time (less than 30 hours per week)
o Self-employed
o Unemployed, but looking for work
o A student attending school full-time
o Retired
o Not in the workforce (Full-time homemaker or unemployed but not looking for work)
o Other employment status
D2: What is the highest level of formal
education that you have completed?
SELECT ONE ONLY
o Grade 8 or less
o Some high school
o High school diploma or equivalent
o Registered Apprenticeship or other trades
certificate or diploma
o College, CEGEP or other non-university
certificate or diploma
o University certificate or diploma below
bachelor's level
o Bachelor's degree
o Postgraduate degree above bachelor's level
D3: Deleted
D4:Which of the following categories best describes your total annual
household income, including income from all household members, before taxes are
deducted?
SELECT ONE ONLY
o Under $20,000
o Between $20,000 and $40,000
o Between $40,000 and $60,000
o Between $60,000 and $80,000
o Between $80,000 and $100,000
o Between $100,000 and $150,000
o between $150,000 and $200,000
o $200,000 and above
o Prefer not to say
D5: Where were you born?
o Born in Canada
o Born outside Canada
Κ Specify the country: [Record]
ASK IF
D5=BORN OUTSIDE CANADA
D6: In what year did you first move to Canada?
[Record]
YYYY
ADMISSIBLE RANGE: 1900-2023
D7: What
is the language you first learned at home as a child and still understand?
SELECT UP TO TWO
English
French
Other language, specify ___________________
D8. Are you First Nations, Mιtis, or Inuk (Inuit)?
SELECT
ONE ONLY
Yes
No
Prefer not to answer
D11. Which of the following best describes your
living situation?
SELECT ONE ONLY
Own a house
Own a condo/co-op
Rent
Live with parents/relatives
Other
Prefer not to answer
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, it is greatly appreciated.
4.2 English Post-Wave
Questionnaire
Thank you
for taking the time to complete this survey dealing with current issues of
interest to Canadians. Do you prefer to continue in English or French? /
Prιfιrez-vous continuer en franηais ou en anglais ?
·
English
/ Anglais
·
French
/ Franηais
Your
participation is voluntary, and your responses will be kept entirely
confidential. The
survey takes about 5 minutes to complete.
START SURVEY
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 Daniel Kunasingam at daniel.kunasingam@ipsos.com
e)
Does
anyone in your household work for any of the following organizations? Select
all that apply.
o A marketing research firm
o A magazine or newspaper
o An advertising agency or
graphic design firm
o A political party
o A radio or television station
o A public relations company
o The federal or provincial
government
o None of these organizations [Exclusive]
IF NONE
OF THESE ORGANIZATIONS CONTINUE, OTHERWISE THANK AND TERMINATE.
f)
Are
you
o Male gender
o Female gender
o Other
o Prefer not to answer
g)
In
what year were you born?
[Record]
YYYY
ADMISSIBLE RANGE 1967-1997
IF <> 1967-1997, THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
h)
In
which of the following age categories do you belong?
SELECT ONE ONLY
- Less than 18 years old
- 18 to 24
- 25 to 34
- 35 to 44
- 45 to 55
- 56 to 64
- 65 or older
IF LESS
THAN 25 OR MORE THAN 55 THANK AND TERMINATE
E) In which province or territory do you live?
SELECT ONE ONLY
o Alberta
o British Columbia
o Manitoba
o New Brunswick
o Newfoundland and Labrador
o Northwest Territories
o Nova Scotia
o Nunavut
o Ontario
o Prince Edward Island
o Quebec
o Saskatchewan
o Yukon
o I do not live in Canada [THANK
AND TERMINATE]
F1.
Are you the parent or legal guardian of a child under the age of 19?
Yes (please enter number of children) [NUMERIC TEXT BOX] [ALLOW RESPONSES
1-10]
No
[If Yes in F1 ask F2 , else skip to Q1]
F2. Please enter the age of your child(ren) below. If your child is under 1
years old, please enter 0
Child 1 [NUMERIC TEXT BOX, RANGE 0-18]
Child 2 [NUMERIC TEXT BOX, RANGE 0-18]
[INSERT CHILD BOXES FOR NUMBER OF CHILDREN - CHILD 1, CHILD 2, CHILD 3,
CHILD
10]
ASK ALL
RESPONDENTS
Q1: Over the past three weeks, have you seen, read or
heard any advertising from the Government of Canada?
o Yes
o No =>
GO TO T1A
Q2: Deleted
Q3: Think about the most recent Government of
Canada ad that comes to mind. What do you remember about this ad?
[Record]
Q4:Deleted
CAMPAIGN SPECIFIC QUESTIONS
ASK ALL
RESPONDENTS
T1A:Over the past three weeks, have you seen, read or
heard any Government of Canada advertising about getting prepared for
emergencies, such as severe winter storms, floods, and power outages?
o Yes
o No =>
GO TO T1D
T1B: Where have you seen, read or heard this ad
about getting prepared for emergencies? Select all that apply.
SELECT ALL THAT APPLY
|
Printed publications
|
|
Flyer/postcard/brochure
(by mail)
|
Print
newspaper
|
|
Print
magazine
|
|
|
Broadcasting
|
|
Radio
|
Television
|
|
Online / digital
|
|
Digital/Streaming
TV (e.g. Netflix, Disney+)
|
Snapchat
|
|
Facebook
|
Digital/Streaming
radio (e.g. Spotify, Podcast)
|
|
In
a mobile app
|
TikTok
|
|
Instagram
|
Twitch
|
|
Internet
website
|
Twitter
|
|
LinkedIn
|
Video
game
|
|
Online
news sites
|
Web
search (e.g. Google, Bing)
|
|
Pinterest
|
YouTube
|
|
Out-of-home (indoor and
outdoor signage)
|
|
The following are examples of signage locations.
Please select those that apply or add ones specific to campaign.
[Dont show ]
|
|
Arena/stadium
|
Highway
billboard
|
|
Airport
|
Point-of-sale
display
|
|
Cinema
|
Restaurant
|
|
On
school campus
|
Restroom
|
|
Digital
billboard
|
Shopping
mall
|
|
Doctor's
office
|
Pharmacy
|
|
Elevator
|
Transit
(e.g. Inside/outside bus/subway or bus shelter)
|
|
Mandatory option(s):
|
|
Other,
specify:
|
|
T1C: What do you remember about this ad?
[Record]
ASK ALL
RESPONDENTS
T1D. Would you know
where to find information about how to get prepared for an emergency, such as severe
winter storms, floods, and power outages?
Yes
No
Dont
know
[IF YES ASK T2D, OTHERWISE SKIP TO T3D]
T2D. Where would you go?
[text
box]
Dont
know
T3D. The Government of Canada has created a website designed to help
Canadians get prepared for emergencies such as a natural disaster or a
weather-related event. It provides a variety of information, including what to
do before, during and after a natural disaster, how to draft an emergency plan
and how to build an emergency kit. Before today, were you aware of this
website?
Yes
No
Dont
know
[IF YES ASK T4D OTHERWISE SKIP TO T5D]
T4D. What is the name of the website? Please type the URL
below.
[text
box]
Dont
know
T5D. The website we are talking about is getprepared.ca, have
you visited the website before today?
Yes
No
Dont
know
T6D. In the past 12 months, have you or a family
member taken any measures to prepare your household for a weather-related
emergency or natural disaster such as severe winter storms, floods, and power
outages, etc.?
Yes
No
Dont
know / Not sure
[IF YES ASK T6D2 OTHERWISE SKIP TO T7D]
T6D2. What action have you or your family member taken?
[Text
box]
Dont
know
T7D. To the best of your knowledge, how at risk is your household from
a weather-related emergency or natural disaster such as severe winter storms,
floods, and power outages, etc.?
GRID
ROW
Severe winter
storms
Floods
Power outages
GRID
COLUMN
Very at risk
Somewhat at
risk
Not very at
risk
Not at all at
risk
T8D. How concerned are you about the risk that your household would be
affected by a weather-related emergency or natural disaster?
Very
concerned
Somewhat
concerned
Not very
concerned
Not at all
concerned
Dont know
AD RECALL QUESTIONS [ASK IN POST-CAMPAIGN SURVEY ONLY]
T1H: Here are some ads that have recently been broadcast on various
media. Click here to watch.
[INSERT VIDEO, PRINT AND RADIO ADS]
[CLICK TO GO TO THE NEXT PAGE]
Over
the past three weeks, have you seen, read or heard these ads?
o yes
o no =>
GO TO T1J
T1I: Where have you seen, read or heard these ads?
[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY
ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT
TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Printed publications
|
|
Flyer/postcard/brochure
(by mail)
|
Print
newspaper
|
|
Print
magazine
|
|
|
Broadcasting
|
|
Radio
|
Television
|
|
Online / digital
|
|
Digital/Streaming
TV (e.g. Netflix, Disney+)
|
Snapchat
|
|
Facebook
|
Digital/Streaming
radio (e.g. Spotify, Podcast)
|
|
In
a mobile app
|
TikTok
|
|
Instagram
|
Twitch
|
|
Internet
website
|
Twitter
|
|
LinkedIn
|
Video
game
|
|
Online
news sites
|
Web
search (e.g. Google, Bing)
|
|
Pinterest
|
YouTube
|
|
Out-of-home (indoor and
outdoor signage)
|
|
The following are examples of signage locations.
Please select those that apply or add ones specific to campaign.
[Dont show ]
|
|
Arena/stadium
|
Highway
billboard
|
|
Airport
|
Point-of-sale
display
|
|
Cinema
|
Restaurant
|
|
On
school campus
|
Restroom
|
|
Digital
billboard
|
Shopping
mall
|
|
Doctor's
office
|
Pharmacy
|
|
Elevator
|
Transit
(e.g. Inside/outside bus/subway or bus shelter)
|
|
Mandatory option(s):
|
|
Other,
specify:
|
|
T1J: What do you think is the main point these ads are
trying to get across?
[Record]
T1K: Please indicate your level of agreement with the following
statements about these ads?
RANDOMIZE STATEMENTS
|
|
1
Strongly Disagree
|
2
|
3
|
4
|
5
Strongly Agree
|
|
These ads catch my
attention
|
o
|
o
|
o
|
o
|
o
|
|
These ads are relevant
to me
|
o
|
o
|
o
|
o
|
o
|
|
These ads are difficult
to follow
|
o
|
o
|
o
|
o
|
o
|
|
These ads do not favour
one political party over another
|
o
|
o
|
o
|
o
|
o
|
|
These ads talk about an
important topic
|
o
|
o
|
o
|
o
|
o
|
|
These ads provide new
information
|
o
|
o
|
o
|
o
|
o
|
|
These ads clearly
convey that the Government of Canada had [INSERT CAMPAIGN TOPIC AREA]
|
o
|
o
|
o
|
o
|
o
|
Pretest
1: Was anything in
the survey today confusing?
Yes (please
specify)
No
D1: Which of the following categories best
describes your current employment status? Are you
SELECT ONE ONLY
o Working full-time (30 or more hours per week)
o Working part-time (less than 30 hours per week)
o Self-employed
o Unemployed, but looking for work
o A student attending school full-time
o Retired
o Not in the workforce (Full-time homemaker or unemployed but not looking for work)
o Other employment status
D2: What is the highest level of formal education that you have completed?
SELECT ONE ONLY
o Grade 8 or less
o Some high school
o [IN QUEBEC] Secondary 2 or
less
o [IN QUEBEC] Secondary 2 to 5
o High school diploma or equivalent
o Registered Apprenticeship or other trades
certificate or diploma
o College, CEGEP or other non-university
certificate or diploma
o University certificate or diploma below
bachelor's level
o Bachelor's degree
o Postgraduate degree above bachelor's level
D3: Deleted
D4: Which of the following categories best describes
your total annual household income, including income from all household
members, before taxes are deducted?
SELECT ONE ONLY
o Under $20,000
o Between $20,000 and $40,000
o Between $40,000 and $60,000
o Between $60,000 and $80,000
o Between $80,000 and $100,000
o Between $100,000 and $150,000
o between $150,000 and $200,000
o $200,000 and above
o Prefer not to say
D5: Where were you born?
o Born in Canada
o Born outside Canada
Κ Specify the country: [Record]
ASK IF D5=BORN OUTSIDE CANADA
D6: In what year did you first move to Canada?
[Record]
YYYY
ADMISSIBLE RANGE: 1900-2023
D7: What is the language you first learned at home as
a child and still understand?
SELECT
UP TO TWO
English
French
Other language, specify ___________________
D8. Are you First Nations, Mιtis, or Inuk (Inuit)?
SELECT
ONE ONLY
Yes
No
Prefer not to answer
D11. Which of the following best describes your
living situation?
SELECT
ONE ONLY
Own a house
Own a condo/co-op
Rent
Live with parents/relatives
Other
Prefer not to answer
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, it is greatly appreciated.
