Baseline and Post-Emergency
Preparedness Public Awareness Campaign-ACET
Executive
Summary
Prepared for Public Safety Canada
Supplier name: Ipsos Public Affairs
Contract Number: CW2247851
Contract value: $78,919.20
Award Date: 22 December 2022
Delivery Date: 30 April 2023
Registration
number: POR 078-22
For more
information on this report, please contact Public Safety Canada at:
ps.communications-communications.sp@canada.ca
Ce rapport est aussi disponible en français
POLITICAL
NEUTRALITY STATEMENT
I hereby certify as Senior Officer of Ipsos 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.
Mike Colledge
President
Ipsos Public Affairs
Baseline and
Post-Emergency Preparedness Public Awareness Campaign-ACET
Executive Summary
Prepared for Public Safety Canada
Supplier name: Ipsos Public Affairs
April 2023
This public opinion research report presents the methodology of the Baseline and Post-Emergency Preparedness Public Awareness
Campaign-ACET online survey conducted by Ipsos Public
Affairs on behalf of Public Safety Canada. The baseline survey was conducted
with a sample of n=2,006 Canadians between the ages of 25 to 55 years old from
January 31st to February 8th, 2023. The post-wave survey
was conducted with a sample of n=2,008 Canadians between the ages of 25 to 55
years old from March 15th and March 24th, 2023.
This
publication may be reproduced for non-commercial purposes only. Prior written
permission must be obtained from Public Safety Canada. For more information on
this report, please contact Public Safety Canada at ps.communications-communications.sp@canada.ca or at:
Public Safety Canada
269 Laurier Avenue West
Ottawa
ON K1A 0P8
Catalogue Number:
PS9-29/2-2023E-PDF
International Standard Book Number
(ISBN):
978-0-660-47716-9
Related publications (registration
number: POR 078-22)
Catalogue Number PS9-29/2-2023F-PDF
(Final Report, French)
ISBN 978-0-660-47718-3
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 Canada’s (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 Canada’s 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.