Canadians’ Awareness of VAC’s Benefits and Services and
Satisfaction with VAC Communications
Research Report
Prepared for: Veterans Affairs Canada
Contract Number: 51019-174020/001/CY
POR Number: 070-17
Contract Award Date: January 5, 2018
Date of Delivery: March 14, 2018
Contact Information: info@vac-acc.gc.ca
Ce rapport est aussi disponible en français.
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CONTENTS'
EXECUTIVE SUMMARY ............................................................................................................................ 1
INTRODUCTION ...................................................................................................................................... 5
DETAILED FINDINGS................................................................................................................................ 8
CONCLUSIONS ...................................................................................................................................... 21
APPENDIX A: SURVEY METHODOLOGY REPORT .................................................................................... 22
APPENDIX B: SURVEY INSTRUMENT ...................................................................................................... 27
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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EXECUTIVE'SUMMARY' '
Earnscliffe Strategy Group (Earnscliffe) is pleased to present this report to Veterans Affairs
Canada (VAC) summarizing the results of a quantitative research study to test Canadians’
awareness and perceptions of VAC, as well as satisfaction with VAC communications and
services.
Earlier this year, the Treasury Board Secretariat (TBS) approved a communications outreach initiative to increase
the Veteran community’s awareness and understanding of the suite of programs and services designed to support
their well-being. This initiative was created in acknowledgement of the concerns raised by members of the Veteran
community who find it difficult at times to navigate the programs and services offered by VAC. The overall goal of
the initiative is to improve the way VAC connects with Veterans, members of the Canadian Armed Forces (CAF),
and the Royal Canadian Mounted Police (RCMP), as well as their families, and Canadians more broadly. VAC
required public opinion research to support this evidence based initiative by measuring Canadians’ level of
understanding and awareness about Veterans’ benefits and services, and to determine ways of improving VAC’s
communications with the public.
Quantitative research was required to inform VAC’s communications and outreach related to Veterans’ benefits
and services. More specifically, the research results will be used to:
§ Establish a baseline to determine Canadians’ awareness of VAC’s benefits and services, and satisfaction with
VAC communications;
§ Measure the public’s satisfaction with how VAC communicates to Canadians in support of those benefits and
services; and,
§ Gauge Canadians’ perceptions regarding VAC as delivering on the needs of Veterans and their families.
The specific objectives of the research were to measure:
§ Public awareness of VAC benefits and services;
§ Satisfaction with VAC communications in support of these benefits and services in order to plan for future
communications and outreach with different audiences;
§ Desirability traits of public institutions;
§ Awareness (aided and unaided) of VAC programs and services; and,
§ Satisfaction with how VAC communicates.
The total cost to conduct this research was $102,512.87, including HST.
In order to achieve all of these objectives, Earnscliffe conducted a telephone survey of 2,015 Canadians aged 18
and older. Our chosen fieldwork subcontractor for this assignment was Léger due to their strength in quantitative
(telephone) data collection. Founded in 1986, Léger is a Gold Seal Member of MRIA and is an accredited member
of CASRO, ESOMAR, and CAN-SPAM. Interviews were conducted via telephone from Léger’s centralized call-
centre using state of the art Computer Aided Telephone Interviewing (CATI) system.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Interviews were conducted between January 30 and February 21, 2018. The average length of interview was 16.5
minutes. The margin of error for a telephone sample of 2,015 Canadians is +/-2.18%, at the 95% confidence level.
An overlapping sampling approach was used for the telephone survey. In this approach, the cell phone sample is
not screened for dual landline and cell users. A respondent is included in the sample as long as he/she uses a cell
phone even though they may or may not have a landline. While the overlapping sampling method does not
explicitly screen dual user households, it naturally reaches both cell phone only residents and those living in
households with both cellphone and landline. Using this method, we estimated that the 2,000 interviews would
be comprised of the natural distribution of landline only (LLO) households, cellphone only households (CPO) and
households that have both a landline and a cellphone. The table below shows the Statistics Canada estimates for
each of these segments, the expected number of interviews for each of these segments and the proportion of the
survey sample that would constitute using the overlapping method.
Segment
Actual Proportion*
Expected n
Expected % of Sample
Landline only (LLO)
15.0%
300
15.0%
Cellphone only (CPO)
27.5%
550
27.5%
Households with both
57.5%
1,150
57.5%
TOTAL
100%
2,000
100%
*SOURCE: Statistics Canada, 2015 Survey of Household Spending
When using the overlapping method, the mix of dual and CPO does not always turn out to be exact. As a result,
while we set a target of 550 interviews with CPO respondents, we guaranteed a minimum of 450. In the end, we
conducted 1,082 of the 2,015 interviews via cell phone (including 557 specifically screened as CPO) and 931 via
landline (including 283 screened LLO).
The sample was targeted to the region, gender and age quotas outlined in the Appendices of this report, and the
final data were weighted to replicate actual population distribution by region, age and gender according to the
most recent Census (2016) data available. The key findings from the research are presented below.
Overall Observations
§ Familiarity with VAC and its programs is low, but Canadians’ view of the importance of the programs offered is
strong.
§ Veterans’ mental health is particularly important to Canadians.
§ Atlantic Canadians appear to be the most familiar compared to other Canadians across the country with VAC
and its programs.
§ Younger Canadians (18-34) tend to have a more positive view of VAC’s performance, but also report knowing
the least about VAC.
§ French-speaking Canadians are less familiar with VAC and its programs, and less likely than English speakers to
rate programs as very important. That said, their evaluation of VAC’s performance in terms of communications
is higher.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Awareness and Impressions
§ Unaided awareness and familiarity with VAC remain low and unchanged compared to 2012. In both 2012 and
2018, just under one third (30%) can name the department that is responsible for members of the CAF once
they have retired.
§ Familiarity from 2012 to 2018 remains virtually unchanged, with 15% in both years reporting they are very
or somewhat familiar with VAC. The same proportion in both years (45%) claim to not be familiar at all with
VAC.
§ When it comes to serving the needs of Veterans, there was an erosion in the view of overall performance. In
2012, the question was asked about VAC’s service for all Veterans, and 30% felt VAC served their needs poorly
or somewhat poorly. Now, 36% feel VAC serves the needs of older Veterans poorly, and 37% say the same for
Canada’s modern-day Veterans.
§ There is also now a stronger sense that VAC should be doing more to meet Veterans’ needs. In particular, the
percentage who would like to see VAC do “a lot more” rose from 32% in 2012 to 45% in 2018.
§ Canadians’ ratings of VAC’s performance on a range of criteria were mixed, and those who are more familiar
with VAC tend to provide a more positive rating. VAC’s highest performance ratings were for treating Veterans
with respect - almost half of Canadians (49%) feel VAC performs well in this area. Opinion was more divided on
VAC’s honesty with and fairness towards Veterans, working hard for Veterans, and communicating with
Veterans. Opinion is more negative than positive when it comes to being efficient and communicating with
Canadians.
Programs and Services
§ Familiarity is low and unchanged from 2012. Top Box (10/10) importance of all programs has increased, and
the hierarchy remains nearly identical.
§ Mental health support continues to be the leading program (70% say it is very important). It is followed by
rehabilitation services (63%, up from 53%) and disability benefits (62%, up from 54%). Even the least important
(Remembrance Day programming and career transition services) are rated as very important by the plurality of
Canadians.
§ The percentage of Canadians who have heard something in the news recently about VAC rose over the
tracking period, from 30% in 2012 to 41% in 2018. Among those who had heard something, the most cited
topic was “the government is not doing enough” (27%).
Surrounding Attitudes
§ There is broad consensus on a number of key attitudes related to VAC and Veterans, particularly when it
comes to mental health. Almost all (81%) say Veterans need a lot of mental health support, and 74% agree
that there are more mental health challenges aside from PTSD.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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§ For most (70%), Veterans’ challenges seem to be increasingly complex. They also feel finding the right
government programs to address those needs can be challenging (60%).
§ When it comes to support for Veterans’ families, opinion is more divided - 29% feel VAC provides adequate
support, while 24% disagree and 32% are neutral.
§ The majority (60%) expect career transitioning is difficult. However, opinion is mixed as to whether Veterans
integrate well back into civilian life.
Political Neutrality Statement
I hereby certify as a Representative of Earnscliffe Strategy Group that the final deliverables fully comply with the
Government of Canada political neutrality requirements outlined in the Policy on Communications and Federal
Identity 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: Date: March 14, 2018
Doug Anderson
Principal, Earnscliffe
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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INTRODUCTION'
Earnscliffe Strategy Group (Earnscliffe) is pleased to present this report to Veterans Affairs
Canada (VAC) summarizing the results of a quantitative research study to test Canadians’
awareness and perceptions of VAC, as well as satisfaction with VAC communications and
services.
Earlier this year, the Treasury Board Secretariat (TBS) approved a communications outreach initiative to increase
the Veteran community’s awareness and understanding of the suite of programs and services designed to support
their well-being. This initiative was created in acknowledgement of the concerns raised by members of the Veteran
community who find it difficult at times to navigate the programs and services offered by VAC. The overall goal of
the initiative is to improve the way VAC connects with Veterans, members of the Canadian Armed Forces (CAF),
and the Royal Canadian Mounted Police (RCMP), as well as their families, and Canadians more broadly. VAC
required public opinion research to support this evidence based initiative by measuring Canadians’ level of
understanding and awareness about Veterans’ benefits and services, and to determine ways of improving VAC’s
communications with the public.
Quantitative research was commissioned to inform VAC’s communications and outreach related to Veterans’
benefits and services. More specifically, the research results will be used to:
§ Establish a baseline to determine Canadians’ awareness of VAC’s benefits and services, and satisfaction with
VAC communications;
§ Measure the public’s satisfaction with how VAC communicates to Canadians in support of those benefits and
services; and,
§ Gauge Canadians’ perceptions regarding VAC as delivering on the needs of Veterans and their families.
The specific objectives of the research were to measure:
§ Public awareness of VAC benefits and services;
§ Satisfaction with VAC communications in support of these benefits and services in order to plan for future
communications and outreach with different audiences;
§ Desirability traits of public institutions;
§ Awareness (aided and unaided) of VAC programs and services; and,
§ Satisfaction with how VAC communicates.
The total cost to conduct this research was $102,512.87, including HST.
In order to achieve all of these objectives, Earnscliffe conducted a telephone survey of 2,015 Canadians aged 18
and older. Our chosen fieldwork subcontractor for this assignment was Léger due to their strength in quantitative
(telephone) data collection. Founded in 1986, Léger is a Gold Seal Member of MRIA and is an accredited member
of CASRO, ESOMAR, and CAN-SPAM. Interviews were conducted via telephone from Léger’s centralized call-centre
using state of the art Computer Aided Telephone Interviewing (CATI) system.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Interviews were conducted between January 30 and February 21, 2018. The average length of interview was 16.5
minutes. The margin of error for a telephone sample of 2,015 Canadians is +/-2.18%, at the 95% confidence level.
The sample was targeted to the region and age quotas, and the final data were weighted to replicate actual
population distribution by region, age and gender according to the most recent Census (2016) data available.
Quotas were set as outlined in the table below. In addition to setting quotas, the data was weighted by each
stratum (in this case, age, region and gender), to reflect the actual proportions found in the population. The final
sample sizes within each stratum are presented below:
Spec
Sample size
Percentage
Total
Region
Atlantic Canada
137
6.8%
2,000
Quebec
469
23.4%
Ontario
767
38.3%
Prairies (MB/SK)
131
6.5%
Alberta
225
11.2%
British Columbia
271
13.5%
Age
18 – 34
546
27.3%
2,000
35 – 54
682
34.1%
55+
772
38.6%
Gender
Male
972
48.6%
2,000
Female
1,028
51.4%
TOTAL
An overlapping sampling approach was used for the telephone survey. In this approach, the cell phone sample is
not screened for dual landline and cell users. A respondent is included in the sample as long as he/she uses a cell
phone even though they may or may not have a landline. While the overlapping sampling method does not
explicitly screen dual user households, it naturally reaches both cell phone only residents and those living in
households with both cellphone and landline. Using this method, we estimated that the 2,000 interviews would
be comprised of the natural distribution of landline only (LLO) households, cellphone only households (CPO) and
households that have both a landline and a cellphone. The table below shows the Statistics Canada estimates for
each of these segments, the expected number of interviews for each of these segments and the proportion of the
survey sample that would constitute using the overlapping method.
Segment
Actual Proportion*
Expected n
Expected % of Sample
Landline only (LLO)
15.0%
300
15.0%
Cellphone only (CPO)
27.5%
550
27.5%
Households with both
57.5%
1,150
57.5%
TOTAL
100%
2,000
100%
*SOURCE: Statistics Canada, 2015 Survey of Household Spending
When using the overlapping method, the mix of dual and CPO does not always turn out to be exact. As a result,
while we set a target of 550 interviews with CPO respondents, we guaranteed a minimum of 450 interviews among
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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CPO respondents. In the end, we conducted 1,082 of the 2,015 interviews via cell phone (including 557 specifically
screened as CPO) and 931 via landline (including 283 screened LLO).
The detailed findings from this research are presented in subsequent sections of this report. Percentages may not
add up to 100% due to rounding. “Don’t know” and “Prefer not to say” are denoted by DK and NR respectively.
Caution should be taken when interpreting the data associated with small sample sizes. Please note that the
territories have been analyzed as part of British Columbia.
Appended to this report are additional details about the methodology, as well as the survey instruments and data
tables (provided under a separate cover).
'
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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DETAILED'FINDINGS' '
This quantitative report is divided into three sections:
§ Awareness and Impressions;
§ Programs and Services; and
§ Surrounding Attitudes.
Awareness and Impressions
Unaided awareness and familiarity with VAC remain low and unchanged compared to 2012. In both 2012 and
2018, just under one third (30%) accurately name the department that is responsible for members of the CAF once
they have retired. Twelve percent name DND, while 5% name the Canadian Forces. Among current and former
members of the CAF, awareness is higher (49%) but not universal. Aside from the aforementioned group, unaided
awareness is highest in Atlantic Canada (45% name VAC) and lowest in Quebec, where only 17% correctly identify
VAC. Familiarity in 2018 remains virtually unchanged from 2012, with 15% in both years reporting they are very or
somewhat familiar with VAC. The same proportion in both years (45%) claim being not at all familiar with VAC.
Fewer Atlantic Canadians, 34%, report being not at all familiar with VAC. A large majority of those between ages
18 and 34 report not being at all familiar with VAC (61%), compared to 44% of those between 35 and 54, and 35%
of those 55 and older. Finally, unaided awareness is si gni ficantly lower among French speaking Canadians – just
17% correctly identify VAC, compared to 36% of English speaking respondents.
Exhibit A1 – Q4. To the best of your knowledge, which government department is responsible for the care of
members of the Canadian Armed Forces once they have retired from The Royal Canadian Air Force, The Royal
Canadian Navy and The Canadian Army? [OPEN END]
Unaided Awareness of VAC
2018
2012
Veterans Affairs Canada
30%
30%
Department of National Defence
12%
14%
The Canadian Forces
5%
9%
Department of Foreign Affairs
0%
-
Other
3%
4%
DK/NR
42%
38%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Exhibit A2 – Q5. How familiar are you with Veterans Affairs Canada? Please use a scale from 1 to 7, where 1
means not at all familiar and 7 means very familiar
Familiarity with VAC
2018
2012
Very familiar (7)
4%
3%
Somewhat familiar (5-6)
11%
12%
Neither (4)
9%
10%
Not that familiar (2-3)
30%
30%
Not at all familiar (1)
45%
45%
DK/NR
1%
1%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Opinion remains divided over how well VAC serves the needs of Veterans, however, more Canadians offer low
performance ratings than high performance rating and this year’s survey shows a slight erosion in the view of
overall performance. In 2012, the question was asked for all Veterans, and 30% felt VAC served the needs of
Veterans poorly or somewhat poorly. Now, 36% feel VAC serves the needs of older Veterans poorly, and 37% say
the same for Canada’s modern-day Veterans. However, much of the change in impressions on performance
occurred during the course of conducting interviews.
On February 14, 2018, while the survey was in field, media outlets reported on testimony by the Canadian Forces’
ombudsman critiquing the federal government’s performance on Veterans’ issues. As this is the kind of stimulus
that may affect responses, we compared results before and after that day and found that there was an increase in
the proportion of respondents offering negative performance ratings after that day. In the days preceding the
story, roughly one-third of respondents (32%) were saying that VAC was performing poorly in serving the needs of
modern-day Veterans and that proportion rose to 40% among those surveyed after February 14.
Those who are aware that VAC is the department responsible for Veterans’ services overall feel more strongly that
the department serves the needs of modern-day Veterans poorly (47%) than those who did not identify VAC (34%).
The gap between these two groups is smaller when it comes to older Veterans – 37% of those aware of VAC feel it
serves the needs of those Veterans poorly, compared to 36% of those who are not aware. Predictably, those who
think VAC should be doing a lot more for Veterans are more likely than the general population to say VAC serves
the needs of Veterans very poorly – 22% for both older and modern-day Veterans, relative to 12% of the general
population.
Exhibit A3 – Q6. How well does Veterans Affairs serve the needs of each of the following? Please use a 7-point
scale where 1 means they serve their needs very poorly and 7 means they serve their needs very well.
Serving the Needs of Veterans
Canada’s older
Veterans
(2018)
Canada’s
modern-day
Veterans
(2018)
All Veterans
(2012)
Serves their needs very well (7)
7%
5%
5%
Serves their needs somewhat well (5-6)
21%
19%
21%
Neither (4)
15%
17%
19%
Serves their needs somewhat poorly (2-3)
24%
25%
23%
Serves their needs very poorly (1)
12%
12%
7%
DK/NR
21%
23%
25%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
There is also an increasing consensus that VAC should be doing more to meet Veterans’ needs. In particular, the
percentage who would like to see VAC do “a lot more” rose from 32% in 2012 to 45% in 2018. This sentiment was
particularly strong among current and former CAF members (64%) and their families (56%), in Atlantic Canada
(51%) and weaker in Quebec (30%). Canadians ages 18-34 are the least likely to believe VAC should be doing a lot
more (27%), relative to those 34-55 (47%) and those 55+ (56%). Among those who think VAC should be doing
more, mental health support was by far the most frequently mentioned area for improvement (34%). Health care
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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generally, financial support, pensions, and generally taking better care of Veterans make up the second tier of
services and programs where Canadians feel VAC could do more.
Exhibit A4 – Q7. Do you feel that Veterans Affairs should be doing a lot more, a little more, a little less or a lot
less to serve the needs of Canada’s Veterans, or do you feel they are doing about the right amount?
Canadians would like VAC to do more/less
2018
2012
Should be doing a lot more
45%
32%
Should be doing a little more
28%
26%
Doing the right amount
15%
22%
Should be doing a little less
1%
1%
Should be doing a lot less
-
1%
DK/NR
11%
19%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Exhibit A5 – Q8. [IF THINK VAC SHOULD DO MORE] In what way do you feel Veterans Affairs Canada should be
doing more to serve the needs of Canada’s Veterans?
Ways VAC Could Do More for Veterans
2018
Mental health support
34%
Health care (unspecified)
13%
Financial support
11%
More/better pensions
11%
Take better care of them
11%
Housing support
7%
More resources/services
7%
Physical health support
6%
Giving them more money
5%
Help transition back into society
5%
More help to disabled
4%
More support to family
3%
DK/NR
9%
Base: TELEPHONE: Think VAC should do more (n=1514). Fieldwork Jan 30-Feb 21, 2018.
Canadians’ ratings of VAC’s performance on a range of criteria were mixed, and those who are more familiar with
VAC tend to provide a more positive rating. Almost half of Canadians (49%) feel VAC performs well when it comes
to treating Veterans with respect. However, opinion varies across age groups and region, in particular. Among those
18-34, 63% feel VAC treats Veterans with respect, relative to 49% of those 35-54 and 44% of those 55+. Canadians
living in the Prairies were the least likely to agree, with 38% saying they feel VAC does not perform well when it
comes to treating Veterans with respect, compared to Quebeckers, who were more positive. Just 20% of
Quebecers rated VAC’s performance poorly. Current and former CAF members are more likely to provide a negative
rating, with 44% reporting that VAC performs poorly when it comes to treating Veterans with respect, compared
to 34% of those who have or had family in the CAF, and 25% of those with no connection. It is worth noting that
respondents who completed the survey before February 14 were less likely (21%) to rate VAC’s performance as
poor, compared to 32% who answered after February 14.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Opinion was divided when it came to being honest with Veterans and their families, with 37% feeling VAC performs
well, while 32% feel VAC performs poorly. Results were similarly mixed when respondents were asked to rate VAC’s
performance working hard to help Veterans and treating Veterans fairly. Opinion is more negative when it comes
to listening to feedback to make programs and services better (39% feel VAC is performing poorly) and being
efficient (36% feel VAC is performing poorly). Communication with Veterans is rated higher than communication
with the public. Over half (53%) feel VAC does a poor job of communicating with the public. English speakers are
more likely to express dissatisfaction with VAC communication – 46% feel VAC performs poorly, while 39% of
French speakers feel the same. In contrast, 31% of Canadians feel VAC does a good job communicating with
Veterans, while 32% disagree. Similarly, 30% feel VAC performs well when it comes to providing Veterans with
easily understood information, while 33% feel VAC performs poorly. Current service members and Veterans
themselves are less satisfied with VAC’s communications with them – 50% believe VAC performs poorly, compared
to 30% of those with no familial connection to the CAF or VAC.
The discrepancy in ratings between different age categories is consistent throughout almost all of the items tested.
For each, young people (18-34) are less likely to provide a poor rating than those 35 and over. For example, when
it comes to offering programs and services Veterans need, just 22% of those 18-34 give a poor rating, while 41%
of those over 55 do. Similarly, when asked how VAC does in working hard to help Veterans, 23% of those 18-34
provide a poor rating, compared to 35% of those 35-54 and 44% of those 55+. One of the few exceptions is VAC’s
performance communicating with Canadians. Just under half (46%) of those 18-34 rate VAC’s efforts poorly,
compared to 54% of those 35-54 and 53% of those 55+.
Exhibit A6 – Q9. [IF ANY FAMILIARITY WITH VAC] Based on your impression, I would you like you to rate Veterans
Affairs Canada in terms of how well it does each of the following in support of Veterans. Please use a scale of 1-7,
where 1 means the department performs very poorly and 7 means it performs very well.
Impressions of VAC Performance
Very
well (7)
Somewhat
well (5-6)
Neither
(4)
Somewhat
poorly (2-3)
Very poorly
(1)
Treating Veterans with respect
14%
35%
17%
19%
9%
Being honest in dealing with Veterans and
their families
8%
29%
19%
23%
9%
Working hard to help Veterans
7%
29%
20%
27%
10%
Treating Veterans fairly
7%
28%
20%
27%
10%
Communicating with Veterans about
programs and services available to them
6%
25%
19%
26%
6%
Listening to feedback to make programs and
services better
6%
25%
19%
28%
11%
Offering programs and services that
Veterans need
6%
27%
22%
30%
5%
Communicating with Canadians about
programs and services
5%
19%
17%
38%
15%
Providing easy to understand information to
Veterans
5%
25%
18%
26%
7%
Being efficient in its operations
5%
23%
22%
27%
9%
Base: TELEPHONE: Any familiarity with VAC (n=1146). Fieldwork Jan 30-Feb 21, 2018.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Programs and Services
Program familiarity, much like awareness, is low and unchanged from 2012. Familiarity varies across regions, age
groups and language. While over half (55%) in Quebec report not being at all familiar with VAC programs, just 26%
in Atlantic Canada say the same. Similarly, 54% of those 18-34 have no program familiarity, while 45% of those 35-
54 say the same, as do 34% of those 55+. Over half of French speakers (54%) report being not at all familiar with
VAC programs, relative to 39% of English speakers. Those who are in the CAF, are Veterans, work for the
government or who have family in one of these roles have higher program familiarity, though it is still low – 13%
say they are at least somewhat familiar, relative to 8% among those who do not have an employment connection
to VAC. Among current and former CAF members on their own, almost one quarter (24%) report not being at all
familiar with VAC’s programs and services.
Among those who report being at least a little familiar with VAC programs, mental health support, health
benefits/group health insurance, and financial benefits are mentioned most frequently, though only by a small
percentage of respondents. Familiarity with financial benefits and disability benefits have fallen by 10% and 8%
respectively since 2012. The results are a little different among current and former CAF members – the programs
they are most familiar with are rehabilitation (13%), health benefits/insurance (11%) and career transition services
(11%). Media remains the most popular source of information, followed by word of mouth.
Exhibit A7 – Q10. Using the scale from 1 to 7, where 1 means not at all familiar and 7 means very familiar, how
familiar would you say you are with the programs and services Veterans Affairs Canada provides to Canada’s
Veterans?
Familiarity with VAC Programs and Services
2018
2012
Very familiar (7)
1%
1%
Somewhat familiar (5-6)
9%
9%
Neither (4)
11%
10%
Not that familiar (2-3)
34%
34%
Not at all familiar (1)
43%
46%
DK/NR
2%
-
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
13
Exhibit A8 – Q11. [IF ANY PROGRAM FAMILIARITY] Can you name any Veterans Affairs Canada programs you may
have heard of?
Programs Familiar to Canadians
2018
2012
Mental health support
9%
8%
Health benefits/Group health insurance
9%
11%
Financial benefits
8%
18%
Rehabilitation programs
5%
5%
Disability benefits
5%
13%
Career transition services
4%
7%
Family support
4%
8%
Treatment benefits
3%
6%
Long term care
2%
3%
Funeral and burial services
2%
2%
Veterans Independence Program
2%
3%
Remembrance programming
2%
4%
Other
6%
10%
DK/NR
61%
57%
Base: TELEPHONE: Any program familiarity (n=1160). Fieldwork Jan 30-Feb 21, 2018.
Exhibit A9 – Q12. [IF ANY PROGRAM FAMILIARITY] How did you hear about Veterans Affairs Canada programs and
services?
Sources of Information About VAC Programs and Services
2018
2012
Media (Newspaper, TV, Radio)
44%
40%
Word of mouth (From family, friends)
21%
26%
My spouse/my child/close family member is a Veteran
9%
26%
Social media
8%
-
My spouse/child/close family member works for/used to work for the
army/navy/air force
5%
3%
I am a Veteran
2%
8%
Remembrance Day programs/November 11 programs
2%
2%
Other
5%
9%
DK/NR
10%
3%
Base: TELEPHONE: Any program familiarity (n=1160). Fieldwork Jan 30-Feb 21, 2018.
Respondents were asked to rate the importance of each of eleven (11) VAC programs and the responses show that
all programs are considered important by the vast majority of Canadians and the differentiation tends to be found
over the proportions giving each program as the highest possible importance rating (10 on the 10-point scale). As
well, the level of importance assigned to any program tested in the past has also increased. Those who think VAC
should be doing a lot more to serve Veterans’ needs are among the most likely to provide a 10/10 rating for any
program.
Among Canadians, mental health support remains the number one priority, and the percentage who rate it as very
important has risen from 59% to 70%. Of note, fewer men (65%) than women (75%) rate it as very important.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
14
Mental health support is followed by rehabilitation services (63%, up from 53%) and disability benefits (62%, up
from 54%). Financial benefits saw the largest increase in top-box importance, up 20% to 57%. Group benefits,
funeral services and Remembrance programming saw the least change (up 2-5%).
Although the data shows a hierarchy of importance, even the least important are rated as very important by the
plurality of Canadians. For example, 31% say Remembrance Day programming is very important, while an
additional 26% say it is important. Well over a third (40%) rate career transition services as very important and
almost half (45%) provide the same rating for funeral and burial services.
Of note, though in most cases the majority of French speaking Canadians feel VAC programs are very important
(9 or 10 rating on a 10-point scale), they are less likely than English speakers to provide a top two box rating.
Exhibit A10 – Q13. Now I’m going to read you a list of services for Veterans and for each of the items I’d like to ask
you: how important is it for Veterans to receive these services from Veteran Affairs Canada? Please use a 10-point
scale this time, where 10 means it is very important and 1 means it is not important at all. How about....?
Importance of Services Provided by VAC
Very
important
(10)
Important
(9-8)
Somewhat
important
(6-7)
Not very
important
(4-5)
Not
important
(1-3)
2012 Very
important
Mental health support
70%
19%
7%
3%
2%
59%
Rehabilitation services
63%
24%
8%
3%
1%
53%
Disability benefits
62%
23%
9%
2%
1%
54%
Long term care
58%
26%
11%
4%
1%
48%
Financial benefits
57%
26%
11%
4%
1%
37%
Treatment benefits (hearing
aids, medications, etc.)
56%
26%
12%
5%
-
43%
Group health insurance and
other health benefits
50%
29%
13%
6%
2%
45%
Veterans Independence
Program
49%
29%
15%
5%
2%
39%
Funeral and burial services
45%
24%
16%
10%
3%
42%
Career transition services
40%
32%
17%
7%
1%
29%
Remembrance programming
31%
26%
22%
13%
4%
29%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
The percentage of Canadians who have heard something in the news recently about VAC rose over the tracking
period, from 30% in 2012 to 41% in 2018. Of note, the percentage of people who reported having heard something
about VAC rose after February 14, 2018, when a news story relating to the Canadian Forces ombudsman’s critique
of government’s handling of Veterans’ issues broke. Before February 14
th
, 36% reported having heard something
about VAC. On and after February 14
th
, that number rose to 44%.
Quebecers and French speakers were less likely to report having heard something in the news about VAC (30% in
both cases) compared to those in Atlantic Canada (57%) and the Prairies (50%). Younger people (18-34)
unsurprisingly have heard less about VAC in the news (29%) relative to older cohorts.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
15
Among those who had heard something, the most cited topic was “the government is not doing enough” (27%)
followed by stories about VAC, Veterans and the Prime Minister (15%), and a lack of health support, both mental
and physical (12%). The most common source of information by far is the media (78%).
Exhibit A11 – Q14. Have you heard anything in the news lately about Veterans Affairs Canada or about how the
Canadian government treats Canada's Veterans
Heard News About VAC
2018
Pre-Feb 14, 2018
On and post Feb 14, 2018
2012
Yes
41%
36%
44%
30%
No
58%
63%
55%
69%
DK/NR
1%
1%
1%
1%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Exhibit A12 – Q15. [IF HEARD SOMETHING ABOUT VAC] What have you heard?
Information Heard About VAC
2018
Government is not doing enough
27%
PM thinks government is doing everything they can/Trudeau answers a
veteran
15%
Lack of support re health care (mental, physical)
12%
Pension reforms
7%
Government is not respecting its promises
5%
Government is cutting a lot of the programs
5%
Government would rather help immigrants
3%
Government is trying to improve
3%
Government is fighting Veterans in court
3%
DK/NR
12%
Base: TELEPHONE: Heard something about VAC (n=863). Fieldwork Jan 30 – Feb 21, 2018.
Exhibit A13 – Q16. [IF HEARD SOMETHING ABOUT VAC] And where did you hear this news?
News Sources
2018
Media (newspaper, TV, radio)
78%
Social media
23%
Word of mouth
6%
Internet/Website/Online
5%
Government of Canada/VAC communications (website, notice, etc.)
1%
Other
12%
Base: TELEPHONE: Heard something about VAC (n=863). Fieldwork Jan 30 – Feb 21, 2018.
Not many Canadians (18%) have heard of the Pension for Life (PFL), and among those who could recall having
heard of it, just 17% say they are at least somewhat familiar with it. More men (21%) than women (14%) have
heard of PFL, as have current and former CAF members (42%) compared to those with no connection (15%), and
English speakers (20%) compared to French speakers (11%). Across the regions, awareness is highest in Atlantic
Canada (25%). Despite the lower levels of overall awareness, when provided with a description, 39% said they
have a very favourable impression of the program, while another 30% have a somewhat favourable impression.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Those who would like VAC to do a lot more to support Veterans are particularly enthusiastic – 46% say they have
a very favourable impression of PFL. Finally, those who have heard of PFL are less enthusiastic about the program
(26% say very favourable) than those who had not (42% say very favourable). This suggests that whatever people
have heard about PFL to date, from whatever source it may have been, has evoked a less positive response than
is evoked when described as it was in this study.
Exhibit A14 – Q17. Have you heard anything about an announcement by the Government of Canada to introduce
a new financial package for Veterans called Pension for Life?
Heard About PFL
2018
Yes
18%
No
81%
DK/NR
1%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Exhibit A15 – Q18. [IF HEARD ABOUT PFL] Using the scale from 1 to 7, where 1 means not at all familiar and 7
means very familiar, how familiar would you say you are with the Pension for Life package Veterans Affairs
Canada provides to Canada’s Veterans?
Familiarity with PFL
2018
Very familiar (7)
3%
Somewhat familiar (5-6)
14%
Neither (4)
12%
Not that familiar (2-3)
36%
Not at all familiar (1)
34%
DK/NR
1%
Base: TELEPPHONE: Heard of PFL (n=389). Fieldwork Jan 30- Feb 21, 2018.
Exhibit A16 – Q19. As you may have heard, the Government of Canada recently announced it is modernizing the
financial package that Veterans receive in compensation for their military service-related pain and suffering. The
new package will be called Pension for Life and combines financial recognition of pain and suffering, income
replacement, and a host of wellness services and programs to help Veterans successfully transition to life after
service. The Pension for Life is separate from the Canadian Armed Forces superannuation (pension) that CAF
members receive for their service after they leave the Forces. Using the scale from 1 to 7, where 1 means very
unfavourable, 7 means very favourable, and 4 means a neutral opinion, how favourable or unfavourable an
impression would you say you have of this Pension for Life package?
Impression of PFL
2018
Heard About PFL
Have Not Heard About PFL
Very favourable (7)
39%
26%
42%
Somewhat favourable (5-6)
30%
29%
30%
Neither (4)
20%
24%
19%
Somewhat unfavourable (2-3)
5%
13%
3%
Very unfavourable (1)
2%
3%
2%
DK/NR
4%
5%
4%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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There is some interest in receiving additional information about VAC. Over half (53%) say they would be at least
somewhat interested in hearing more. Those aged 18-34 are the least interested in learning more about VAC (57%)
despite reporting that they know the least about the department. Atlantic Canadians are more eager for
information than others across the country (27% say they are very interested), compared to Quebeckers, who are
the least interested (54% say they are not interested, just 13% say they are very interested). Programs and services
are the most popular areas of interest (33%), followed by information about Canada’s Veterans (17%) and
pensions/benefits (11%). In terms of the best way to provide people with information, 44% say the media,
including newspaper, TV and radio, followed by direct mail (27%) and social media (25%).
Exhibit A17 – Q20. Some people say they would like to receive more information about government programs
and services. Others say they are not interested in receiving more information. Thinking of Veterans issues in
particular, would you say you are very interested in receiving information about programs and services offered in
support of Veterans, somewhat interested, not very interested or not at all interested?
Interest in Receiving More Information About VAC
2018
Very interested
17%
Somewhat interested
36%
Not very interested
24%
Not at all interested
23%
DK/NR
1%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Exhibit A18 – Q21. [IF INTERESTED IN RECEIVING INFO] What specific subjects are you interested in?
Topics of Interest
2018
Programs and services available
33%
Information about Canada’s Veterans
17%
Pensions/benefits
11%
Mental health supports
8%
Care/how Veterans are treated
8%
Changes in policies
8%
Rehab/career transition/integration
7%
General view
7%
Health
7%
Statistics about Veterans
5%
Financial assistance
3%
Long term care
3%
Other
4%
DK/NR
13%
Base: TELEPHONE: Interested in receiving more information (n=1094). Fieldwork Jan 30 – Feb 21, 2018.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Exhibit A19 – Q22. What is the best way to provide you with additional information about government programs
and services for Veterans?
Best Way to Provide Additional Information
2018
Media (newspaper, TV, radio)
44%
Direct mail
27%
Social media
25%
Government of Canada/VAC website
14%
Advertising
11%
Internet/Website
5%
Brochures/Pamphlets
4%
Veterans’ group or association
2%
Other
6%
DK/NR
6%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Surrounding Attitudes
There is broad consensus on a number of key attitudes related to VAC and Veterans, particularly when it comes to
mental health. In fact, of all the attitudinal statements tested, the three that generate the greatest consensus all
relate to mental health. Almost all (87%) say Veterans need a lot of mental health support, and 74% agree that
there are more mental health challenges aside from PTSD. Just 29% agree that Veterans are getting the help they
need with mental illness and injury, relative to the 37% who say the same of Veterans’ physical injuries. Of note,
those who answered the survey after February 14 are more likely to disagree that Veterans are getting the help
they need for their mental illnesses and injuries (44% versus 32%). English speakers are also more likely to disagree
than their French-speaking counterparts (45% compared to 25%).
The importance of mental health support appears to be a consistently held view across all demographic categories,
with the exception of gender. Men are significantly less likely than women to strongly agree that Canada’s Veterans
need a lot of support to maintain good mental health (46% vs. 61%) and that PTSD seems to be affecting a lot of
Veterans today (42% vs. 52%). That being said, the plurality of men at least somewhat agree with both the
statements listed above. Current and former members of the CAF are also less likely to believe Veterans need a lot
of support to maintain good mental health (44% strongly agree).
For most (70%), Veterans’ challenges seem to be increasingly complex. They also feel finding the right government
programs to address those needs can be challenging (60%). When it comes to support for Veterans’ families,
opinion is more divided - 29% feel VAC provides adequate support, while 27% disagree and 32% are neutral.
The majority (60%) expect career transitioning is difficult. This number is even higher, and a more strongly held
view, among Atlantic Canadians (67% agree, but 25% strongly agree) and lower among those in Quebec (52%
agree). However, opinion is mixed as to whether Veterans integrate well back into civilian life. Just under one
quarter (24%) disagree, while 37% agree. That number is higher among current and former members of the CAF
(45%).
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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When they think of Veterans, the plurality (38%) think of those who served long ago. Those who are aware of VAC,
and are more familiar with it, are more likely to strongly disagree with this statement (38% and 34%, respectively).
French speakers are more likely to agree (45%). That does not necessarily mean that people think Veterans are
young. Just under a third (31%) disagree that most of Canada’s Veterans are under 40, while 30% agree with this
statement. There is little variation regardless of whether one is very familiar, or not familiar at all, with VAC.
When asked which words come to mind when they think of Veterans, 18%, the largest portion, say brave/courage.
After that, a second tier of words receiving a mention by between 10% and 11% include soldier, loyal/honourable,
dedication/self-giving, and duty/patriotic.
Exhibit A20 – Q23. Please indicate how strongly you agree or disagree with each of the following
statements. Please use a scale of 1-7, where 1 means you strongly disagree with the statement, 7 means you
strongly disagree with the statement and 4 means you neither agree nor disagree.
Surrounding Attitudes
Strongly
agree
(7)
Agree (5-
6)
Neither
(4)
Disagree
(2-3)
Strongly
disagree
(1)
DK/NR
Canada’s Veterans need a lot of
support to maintain good mental
health
54%
33%
8%
2%
1%
2%
PTSD seems to be affecting a lot of
today’s Veterans
47%
34%
11%
3%
1%
3%
I think there are more mental
health issues than just PTSD that
are affecting a lot of today’s
Veterans
42%
32%
14%
5%
3%
4%
The challenges facing Veterans are
becoming increasing complex.
36%
34%
17%
5%
3%
5%
It’s difficult to transition from a
career in the Forces to a career as
a civilian
26%
34%
23%
9%
4%
4%
It can be difficult for those who
need assistance to find the right
government program
26%
34%
22%
7%
4%
6%
When I hear the term “Veterans”, I
tend to think mostly of those who
served long ago
19%
19%
11%
21%
28%
2%
Canadian Veterans who have
injuries/illness related to their
mental health are getting the help
they need from the GoC
10%
19%
25%
27%
12%
7%
Canadian Veterans who have
physical injury/ illness are getting
the help they need from the GoC
10%
27%
26%
20%
8%
8%
I think most of Canada’s Veterans
are under 40 years old
10%
20%
29%
20%
11%
10%
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
20
Veterans Affairs provides adequate
support to the families of Veterans
8%
21%
32%
19%
8%
10%
Most Veterans manage to
reintegrate into their community
fairly well
7%
30%
32%
19%
5%
7%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
Exhibit A21 – Q24. What 2 or 3 words would you use to describe what the term Veteran means to you?
Best Words to Describe Veterans
2018
Brave/Courage
18%
Soldier/Worked in the Forces
11%
Loyal/Honourable
11%
Dedication/Self-giving
10%
Duty/Patriotic
10%
War/Army
7%
Thankful/We owe them
6%
Broken/In need
6%
Heroes/Admiration
6%
Not well treated/Deserving support
6%
Retirement/Life after service
5%
Proud
5%
Strong
5%
Sacrifice
5%
Respect
5%
Service
5%
Other
6%
DK/NR
8%
Base: TELEPHONE: Total sample (n=2015). Fieldwork Jan 30-Feb 21, 2018.
'
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
21
CONCLUSIONS' '
This wave of study demonstrates that Canadians continue to believe that VAC provides extremely important
programs and services and delivers them to fellow Canadians who are held in high regard and deserving of
increased support.
As was found in the 2012 study, awareness and knowledge of the Department is relatively low and awareness with
specific programs and services is even lower. As well, there is a continued, and indeed growing sense, that more
needs to be done for Canada’s Veterans.
While most Canadians still cannot accurately identify the department responsible for serving the needs of the
country’s Veterans and there is relatively low awareness of VAC’s programs and services, they are clearly
concerned with the level of support provided to Veterans, and in particular to modern-day Veterans. If there is
one aspect that stands out as deserving of attention it is in the area of mental health programs and services. This
area was ranked as the highest priority among the various programs and services tested in 2012 and has only seen
an increase in its rated importance to Canadians.
As in 2012, there is evidence to suggest that increasing awareness and knowledge about programs and services
may help improve the public’s perception of the performance of the Department. This wave of study shows
Canadians respond positively to VAC’s description of the newly launched Pension for Life (PFL) package, but few
Canadians had heard of it before the survey interview. One troubling finding was that those who were aware of it
tended to have slightly less positive impressions of PFL than those who were only introduced to the program in
the course of the survey. This finding suggests that there is a benefit to be realized by having VAC introduce more
Canadians to PFL the way it was described in this survey, and it was certainly the case than more than half of the
respondents indicate having an appetite for learning more.
Overall, while Canadians’ awareness of Veterans Affairs Canada is low, the more that Canadians know about the
programs and services provided by VAC, the more positive their opinions are likely to be. Further, the work of the
Department is clearly of great importance to most Canadians.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
22
APPENDIX'A:'SURVEY'METHODOLOGY'REPORT''
Survey Methodology
Earnscliffe Strategy Group’s overall approach for this study was to conduct a telephone survey using an
overlapping sampling approach. A detailed discussion of the approach used to complete this research is presented
below.
Questionnaire Design
The questionnaires for this study were designed by Earnscliffe, in collaboration with VAC, drawing on a previous
similar study conducted in 2012 and provided for fielding to Leger. The survey was offered to respondents in both
English and French and completed based on their preferences.
Sample Design and Selection
The sampling plan for the study was designed by Earnscliffe and the sample was drawn by Leger based on
Earnscliffe’s instructions.
An overlapping sampling approach was used for the telephone survey. In this approach, the cell phone sample is
not screened for dual landline and cell users. A respondent is included in the sample as long as he/she uses a cell
phone even though they may or may not have a landline. While the overlapping sampling method does not
explicitly screen dual user households, it naturally reaches both cell phone only residents and those living in
households with both cellphone and landline. Using this method, we estimated that the 2,000 interviews would
be comprised of the natural distribution of landline only (LLO) households, cellphone only households (CPO) and
households that have both a landline and a cellphone. The table below shows the Statistics Canada estimates for
each of these segments, the expected number of interviews for each of these segments and the proportion of the
survey sample that would constitute using the overlapping method.
Segment
Actual Proportion*
Expected n
Expected % of Sample
Landline only (LLO)
15.0%
300
15.0%
Cellphone only (CPO)
27.5%
550
27.5%
Households with both
57.5%
1,150
57.5%
TOTAL
100%
2,000
100%
*SOURCE: Statistics Canada, 2015 Survey of Household Spending
When using the overlapping method, the mix of dual and CPO does not always turn out to be exact. As a result,
while we set a target of 550 interviews with CPO respondents, we guaranteed a minimum of 450 interviews among
CPO respondents. In the end, we conducted 1,082 of the 2,015 interviews via cell phone (including 557 specifically
screened as CPO) and 931 via landline (including 283 screened LLO).
The sample was targeted to the region, gender and age quotas outlined below, and the final data were weighted
to replicate actual population distribution by region, age and gender according to the most recent Census (2016)
data available.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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Data Collection
The telephone survey was conducted in English and French from January 30, 2018 to February 21, 2018. The
survey was undertaken by Leger’s telephone data collection operation headquartered in Montréal, Québec.
Targets/Weighting
Quotas were used on both samples to help ensure that, prior to any additional weighting, minimum numbers of
completed surveys by gender, age group and region were achieved. This quota distribution was designed to allow
for subsets of the data to be analyzed. Quotas were established on region, age and gender as follows:
SAMPLE QUOTA STRUCTURE
Spec
Targets
Total
Region
Atlantic Canada
137
2,000
Quebec
469
Ontario
767
Prairies (MB/SK)
131
Alberta
225
British Columbia
271
Age
18 – 34
546
2,000
35 – 54
682
55+
772
Gender
Male
972
2,000
Female
1,028
TOTAL
2,000
The final data were weighted based on 2016 Census information. Weighting was applied based on region, age and
gender statistics to help ensure that the final dataset was in proportion to the Canadian population aged 18 and
older.
Quality Controls
During the survey period, three data checks were completed by Leger. The first was completed just after the
launch on the first day. The second was completed after the first full day in field. And the final data check was
completed once all surveys had been completed. During each data check it was confirmed that all skip patterns
were working, that no data outliers had been recorded, and that all respondents were completing the survey in
an appropriate amount of time.
Results
FINAL DISPOSITIONS
The telephone survey achieved a response rate of 2.33% for the landline portion and 1.70% for the cell phone
portion.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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TELEPHONE SURVEY DISPOSITIONS
Landline
Cell Phone
Total Numbers Attempted
58899
97680
Invalid
11
15
NIS, fax/modem, business/non-res.
12402
62001
Unresolved (U)
Busy
785
2224
No answer, answering machine
34488
24342
In-scope - Non-responding (IS)
Household refusal
1952
392
Respondent refusal
6758
6309
Language problem
462
305
Illness, incapable
224
93
Selected respondent not available
130
307
Qualified respondent break-off
601
443
In-scope - Responding units (R)
Language disqualify
152
165
No one 18+
Other disqualify
Completed interviews
931
1082
Response Rate = R/(U+IS+R)
2.33%
1.70%
NON-RESPONSE BIAS ANALYSIS
Any survey that is conducted is potentially subject to bias or error. The possibility of non-response bias exists
within the current sample. In particular, this survey would not include members of the population who do not
have access to a telephone or who are not capable of responding to a survey in either English or French. In
addition, some groups within the population are systemically less likely to answer surveys.
As is typically the case for general population telephone surveys, older individuals are easier to reach, so the
survey overrepresented those age 55+ and underrepresented those aged 18-34 (this was corrected with age
weighting). Correspondingly, it also underrepresented students who are attending school full-time.
The table below outlines the characteristics of the sample, comparing the unweighted and weighted sample within
each subgroup. In this research, the weighted sample is well aligned with the population in terms of region and
gender, but significant weighting was applied to bring the youth sample in line with the public. This is a common
feature of telephone surveys, which younger respondents are generally less likely to complete.
Veterans Affairs Canada – Canadians’ Awareness of VAC’s Benefits and Services / Satisfaction with VAC Communications – Research Report
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SAMPLE PROFILE: UNWEIGHTED VERSUS WEIGHTED DISTRIBUTIONS
Telephone
Region
Unweighted Sample
Weighted Sample
Atlantic
188
137
Quebec
438
471
Ontario
725
771
Manitoba/Saskatchewan
128
131
Alberta
228
225
British Columbia
283
273
British Columbia (including Territories)
308
279
Telephone
Age
Unweighted Sample
Weighted Sample
18-34
393
551
35-54
614
687
55+
1008
777
Telephone
Gender
Unweighted Sample
Weighted Sample
Male
1004
979
Female
1011
1036
Telephone
Education
Unweighted Sample
Weighted Sample
Some high school/High school diploma
573
564
Apprenticeship
116
109
College
469
469
University
835
852
Prefer not to answer
22
21
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Telephone
Employment Status
Unweighted Sample
Weighted Sample
Working full-time, that is, 35 or more hours per
week
788
851
Working part-time, that is, less than 35 hours
per week
176
186
Self-employed
144
140
Unemployed, but looking for work
86
95
A student attending school full-time
86
128
Retired
630
497
Not in the workforce (full-time homemaker,
unemployed, not looking for work)
83
95
Prefer not to answer
22
23
Telephone
Household Income
Unweighted Sample
Weighted Sample
Under $40,000
464
469
$40,000 to just under $80,000
539
525
$80,000 and above
678
701
Prefer not to answer
334
320
Telephone
Language Spoken Most Often
Unweighted Sample
Weighted Sample
English
1446
1399
French
431
465
Other
126
140
Prefer not to answer
12
12
MARGIN OF ERROR
The margin of error for the representative national sample is +/-2.18% at the 95% confidence level.
SURVEY DURATION
The mean survey duration was 16.5 minutes.
'
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APPENDIX'B:'SURVEY'INSTRUMENT' '
Telephone Questionnaire
Telephone Research Approach
We conducted an online survey of 2,000 adult Canadians. The survey was completed in English and French, in line
with the first official language distribution across the country. To help ensure sufficient representation by region
and age levels, we will set quotas as outlined in the table below.
Spec
Sample size
Percentage
Total
Region
Atlantic Canada
137
6.8%
2,000
Quebec
469
23.4%
Ontario
767
38.3%
Prairies (MB/SK)
131
6.5%
Alberta
225
11.2%
British Columbia
271
13.5%
Age
18 – 34
546
27.3%
2,000
35 – 54
682
34.1%
55+
772
38.6%
Gender
Male
972
48.6%
2,000
Female
1,028
51.4%
TOTAL
Survey Introduction
Hello/Bonjour. My name is _______ and I am calling from Earnscliffe Strategy Group on behalf of the Government
of Canada. We are conducting a survey with Canadians about government programs and services. Results from
this research will help the Government of Canada be better informed to respond to Canadians' needs.
Would you prefer that I continue in English or French? Préfèrez-vous continuer en français ou anglais?
Your participation in this survey is voluntary. Please be assured that your responses are confidential and will not
be reported individually nor attributed to you personally. The survey will take about 15 minutes to complete. May
I continue?
[IF NEEDED: This survey is registered with the Marketing Research and Intelligence Association, the project
number is XXXX.]
Yes
No
_____________________________________
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And, just to confirm, have I reached you on a landline phone or a cell phone?
Landline
Cell phone
Don’t know/Refused
For your safety, are you currently driving?
Yes – SCHEDULE CALLBACK
No
Don’t know/Refused
[INTERVIEWER NOTE: IF ASKED WHICH GOVERNMENT OF CANADA DEPARTMENT THE SURVEY IS FOR,
PLEASE SAY THAT YOU CAN REVEAL THAT TO THEM AT A LATER POINT IN THE SURVEY]
Section 1: Screening
1. (DO NOT ASK – RECORD GENDER)
Male 1
Female 2
2. In what year were you born?
[INSERT YEAR. IF YOUNGER THAN 18 YEARS OR PREFER NOT TO SAY, TERMINATE]
3. Which province or territory do you live in?
Newfoundland and Labrador 1
Nova Scotia 2
Prince Edward Island 3
New Brunswick 4
Quebec 5
Ontario 6
Manitoba 7
Saskatchewan 8
Alberta 9
British Columbia 10
Yukon 11
Nunavut 12
Northwest Territories 13
Prefer not to say [DO NOT READ. TERMINATE] 99
Thank you, let’s begin the survey.
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Section 2: Awareness & Impressions
4. To the best of your knowledge, which government department is responsible for the care of members of the
Canadian Armed Forces once they have retired from The Royal Canadian Air Force, The Royal Canadian Navy
and The Canadian Army? [OPEN END, DO NOT READ LIST] [TRACKING]
Veterans Affairs Canada (Veterans Affairs, VAC, Department of Veterans Affairs, etc.) 1
Department of National Defence (DND, Defence, Ministry of Defence) 2
The Canadian Forces (The Forces, The Army, the Navy, the Air Force) 3
Department of Foreign Affairs (DFAIT, Foreign Affairs) 4
Other [SPECIFY] 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
In fact, Veterans Affairs Canada is the government department responsible for these services.
5. How familiar are you with Veterans Affairs Canada? Please use a scale from 1 to 7, where 1 means not at all
familiar and 7 means very familiar. [TRACKING]
Not at all familiar 1
2
3
4
5
6
Very familiar 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
6. How well does Veterans Affairs serve the needs of each of the following? Please use a 7-point scale where 1
means they serve their needs very poorly and 7 means they serve their needs very well. [ADJUSTED]
a. Canada’s older Veterans
b. Canada’s modern-day Veterans
Serves their needs very poorly 1
2
3
4
5
6
Serves their needs very well 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
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7. Do you feel that Veterans Affairs should be doing a lot more, a little more, a little less or a lot less to serve
the needs of Canada’s Veterans, or do you feel they are doing about the right amount? [TRACKING]
Should be doing a lot more 5
Should be doing a little more 4
Doing the right amount 3
Should be doing a little less 2
Should be doing a lot less 1
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
8. [IF GOVERNMENT SHOULD BE DOING MORE, Q7=4-5] In what way do you feel Veterans Affairs Canada should
be doing more to serve the needs of Canada’s Veterans? [OPEN END] [TRACKING]
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
9. [IF ANY FAMILIARITY WITH VAC, Q5=2-7] Based on your impression, I would you like you to rate Veterans
Affairs Canada in terms of how well it does each of the following in support of Veterans. Please use a scale of
1-7, where 1 means the department performs very poorly and 7 means it performs very well. [RANDOMIZE]
c. Treating Veterans with respect
d. Being honest in dealing with Veterans and their families
e. Treating Veterans fairly
f. Being efficient in its operations
g. Working hard to help Veterans
h. Providing easy to understand information to Veterans
i. Offering programs and services that Veterans need
j. Listening to feedback to make programs and services better
k. Communicating with Canadians about the programs and services available
l. Communicating with Veterans about the programs and services available
Performs very poorly 1
2
3
4
5
6
Performs very well 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
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Section 2: Programs & Services
10. Using the scale from 1 to 7, where 1 means not at all familiar and 7 means very familiar, how familiar would
you say you are with the programs and services Veterans Affairs Canada provides to Canada’s Veterans?
[TRACKING]
Not at all familiar 1
2
3
4
5
6
Very familiar 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
11. [IF ANY PROGRAM FAMILIARITY, Q10=2-7] Can you name any Veterans Affairs Canada programs you may
have heard of? [OPEN END, DO NOT READ LIST] [TRACKING]
Career Transition Services 1
Financial Benefits (Earnings Loss Benefits; Permanent Impairment Allowance; Permanent Impairment
Allowance Supplement; Supplementary Retirement Benefit; Canadian Forces Income Support) 2
Health Benefits/Group Health Insurance 3
Disability Benefits 4
Mental Health Support 5
Rehabilitation Program 6
Family Support 7
Veterans Independence Program 8
Treatment Benefits 9
Long Term Care 10
Funeral and Burial Services 11
Remembrance Programming 12
Other [SPECIFY] 77
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
12. [IF ANY PROGRAM FAMILIARITY, Q10=2-7] How did you hear about Veterans Affair Canada’s programs and
services? [OPEN END. DO NOT READ LIST.] [TRACKING]
Word of mouth (From family, friends) 1
I am a Veteran 2
My spouse/child/close family member is a Veteran 3
I work for/used to work for the army/navy/air force 4
My spouse/child/close family member works for/used to work for the army/navy/air force 5
Media (Newspaper, TV, radio) 6
Remembrance Day programs/November 11 programming 7
Social media (Twitter, Facebook, LinkedIn, etc) 8
Other [SPECIFY] 77
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
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13. Now I’m going to read you a list of services for Veterans and for each of the items I’d like to ask you: how
important is it for Veterans to receive these services from Veteran Affairs Canada? Please use a 10-point scale
this time, where 10 means it is very important and 1 means it is not important at all. How about....?
[RANDOMIZE. READ LIST.] [ADJUSTED]
a. Career Transition Services
b. Financial Benefits such as providing benefits to replace loss of earnings, allowances for severe physical
and/or mental impairments and additional retirement benefits
c. Group Health Insurance and other health benefits
d. Disability Benefits
e. Mental Health Support
f. Rehabilitation services, including medical, psychosocial and vocational family support
g. Veterans Independence Program which is a national home care program that helps Veterans remain
healthy and independent in their own homes or communities
h. Treatment Benefits like hearing aids, medications, etc.
i. Long Term Care
j. Funeral and Burial Services
k. Remembrance Programming
Not important at all 1
2
3
4
5
6
7
8
9
Very important 10
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
14. Have you heard anything in the news lately about Veterans Affairs Canada or about how the Canadian
government treats Canada's Veterans? [TRACKING]
Yes 1
No 2
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
15. [IF YES TO Q14] What have you heard? [OPEN-END] [TRACKING]
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
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16. [IF YES TO Q14] And where did you hear this news? [OPEN-END]
Word of mouth (From family, friends) 1
Media (Newspaper, TV, radio) 2
Government of Canada/Veterans Affairs Canada communications (website, notice, etc) 3
Veterans’ group or association 4
Social media (Twitter, Facebook, LinkedIn, etc) 5
Other [SPECIFY] 77
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
17. [UNLESS MENTIONED IN Q15] Have you heard anything about an announcement by the Government of
Canada to introduce a new financial package for Veterans called Pension for Life?
Yes 1
No 2
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
18. [IF Q17=1] Using the scale from 1 to 7, where 1 means not at all familiar and 7 means very familiar, how
familiar would you say you are with the Pension for Life package Veterans Affairs Canada provides to Canada’s
Veterans?
Not at all familiar 1
2
3
4
5
6
Very familiar 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
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19. As you may have heard, the Government of Canada recently announced it is modernizing the financial
package that Veterans receive in compensation for their military service-related pain and suffering. The new
package will be called Pension for Life and combines financial recognition of pain and suffering, income
replacement, and a host of wellness services and programs to help Veterans successfully transition to life
after service. The Pension for Life is separate from the Canadian Armed Forces superannuation (pension) that
CAF members receive for their service after they leave the Forces. Using the scale from 1 to 7, where 1 means
very unfavourable, 7 means very favourable, and 4 means a neutral opinion, how favourable or unfavourable
an impression would you say you have of this Pension for Life package?
Very unfavourable 1
2
3
4
5
6
Very favourable 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
20. Some people say they would like to receive more information about government programs and services.
Others say they are not interested in receiving more information. Thinking of Veterans issues in particular,
would you say you are very interested in receiving information about programs and services offered in
support of Veterans, somewhat interested, not very interested or not at all interested?
Not at all interested 1
Not very interested 2
Somewhat interested 3
Very interested 4
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
21. [IF INTERESTED, Q20=3-4] What specific subjects are you interested in? [OPEN END. DO NOT READ LIST.]
Changes in policies 1
Programs and services available 2
Statistics about Veterans 3
Information about Canada’s Veterans 4
Other [SPECIFY] 77
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
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22. [IF INTERESTED, Q20=3-4] What is the best way to provide you with additional information about government
programs and services for Veterans? [OPEN END. DO NOT READ LIST.]
Advertising 1
Media (Newspaper, TV, radio) 2
Government of Canada/Veterans Affairs Canada website 3
Direct mail (email or letter) 4
Veterans’ group or association 5
Social media (Twitter, Facebook, LinkedIn, etc) 6
Other [SPECIFY] 77
[DO NOT READ] Don’t know/Prefer not to say / No answer 99
Section 3: Surrounding Attitudes
23. Please indicate how strongly you agree or disagree with each of the following statements. Please use a scale
of 1-7, where 1 means you strongly disagree with the statement, 7 means you strongly disagree with the
statement and 4 means you neither agree nor disagree. [RANDOMIZE.]
a. Most Veterans manage to reintegrate into their community fairly well.
b. It can be difficult for those who need assistance to find the right government program.
c. The challenges facing Veterans are becoming increasing complex.
d. When I hear the term “Veterans”, I tend to think mostly of those who served long ago
e. It’s difficult to transition from a career in the Forces to a career as a civilian
f. I think most of Canada’s Veterans are under 40 years old
g. Canada’s Veterans need a lot of support to maintain good mental health
h. Canadian Veterans who have physical injury or illness are getting the kind of help they need from the
Government of Canada for their physical injury or illness
i. Canadian Veterans who have injuries or illness related to their mental health are getting the kind of
help they need from the Government of Canada to address their mental health needs
j. Veterans Affairs provides adequate support to the families of Veterans
k. Post-traumatic stress disorder or PTSD seems to be affecting a lot of today’s Veterans
l. I think there are more mental health issues than just Post-traumatic stress disorder or PTSD that are
affecting a lot of today’s Veterans
Strongly disagree 1
2
3
Neither disagree nor agree 4
5
6
Strongly agree 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
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24. What 2 or 3 words would you use to describe what the term Veteran means to you? (OPEN-END)
Section 4: Demographics
The last few questions are strictly for statistical purposes. All of your answers are completely confidential.
25. For each of the following, would you say you are currently a member or employee, are a former member or
employee or have never been a member or employee?
a. The Canadian Forces – that is the Canadian Army, the Royal Canadian Navy or the Royal Canadian Air
Force
b. The Royal Canadian Mounted Police or RCMP
c. Veterans Affairs Canada
d. The Government of Canada, other than Veterans Affairs Canada
Currently 1
Formerly 2
Never 3
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
26. Is there someone in your immediate family who is either a current or former member or employee of each
of the following?
a. The Canadian Forces – that is the Canadian Army, the Royal Canadian Navy or the Royal Canadian Air
Force
b. The Royal Canadian Mounted Police or RCMP
c. Veterans Affairs Canada
d. The Government of Canada, other than Veterans Affairs Canada
Yes 1
No 2
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
27. Which of the following best describes your current employment status?
Working full-time, that is, 35 or more hours per week 1
Working part-time, that is, less than 35 hours per week 2
Self-employed 3
Unemployed, but looking for work 4
A student attending school full-time 5
Retired 6
Not in the workforce (full-time homemaker, unemployed, not looking for work) 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
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28. What is the highest level of schooling 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
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
29. Which of the following categories best describes your total household income for 2017? That is, the total
income of all persons in your household combined, before taxes?
Under $20,000 1
$20,000 to just under $40,000 2
$40,000 to just under $60,000 3
$60,000 to just under $80,000 4
$80,000 to just under $100,000 5
$100,000 to just under $150,000 6
$150,000 and above 7
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
30. What is the language you speak most often at home?
English 1
French 2
Other, please specify 3
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
31. What are the first three digits of your postal code?
[INSERT FIRST THREE DIGITS OF POSTAL CODE. FORMAT A1A]
[DO NOT READ] Don’t know/Prefer not to say / No answer 9
This concludes the survey. On behalf of Veterans Affairs Canada I thank you very much for taking part in this
study.
