Does anyone in your household work for any of the following organizations?
1 = A marketing research firm
2 = A magazine or newspaper
3 = An advertising agency or graphic design firm
4 = A political party
5 = A radio or television station
6 = A public relations company
7 = Federal or provincial government
98 = None of the above
99 = Prefer not to say

Are you...
1 = Male
2 = Female
99 = Prefer not to say

In which of the following age categories do you belong?
1 = Less than 18 years old
2 = 18 to 24
3 = 25 to 34
4 = 35 to 44
5 = 45 to 54
6 = 55 to 64
7 = 65 or older

In which province or territory do you live?
1 = Newfoundland and Labrador
2 = Prince Edward Island
3 = Nova Scotia
4 = New Brunswick
5 = Quebec
6 = Ontario
7 = Manitoba
8 = Saskatchewan
9 = Alberta
10 = British Columbia
11 = Yukon
12 = Northwest Territories
13 = Nunavut
99 = None of the above

Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
1 = Yes
2 = No / Do not remember
99 = Prefer not to say

Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad?
1 = Cinema
2 = Internet website
3 = Magazines
4 = Newspaper (daily)
5 = Newspaper (weekly or community)
6 = Outdoor billboard
7 = Pamphlet or brochure in the mail
8 = Public transit (bus or subway)
9 = Radio
10 = Television
11 = Twitter
12 = Facebook
13 = YouTube
14 = Instagram
15 = LinkedIn
16 = NEWS APPL
17 = E-MAIL
18 = Snapchat
19 = Spotify
77 = Other, specify:
99 = Prefer not to say

What do you remember about this ad?
2 = PARKS CANADA, ACCESS TO PARKS FREE FOR 2018
3 = WASTE OF TAX PAYERS MONEY, PROPAGANDA, SELF SERVING AGENDA/F
4 = ELECTIONS, VOTING, UPCOMING ELECTIONS
5 = TAX REFORM/CHANGES, CRA ISSUES, TAXES RISING
7 = INDIGENOUS ISSUES (MISSING/MURDERED WOMEN, RESIDENTIAL SCHOO
10 = PRIME MINISTER FEATURED/SPEAKING ON SUBJECTS
12 = MARIJUANA LEGISLATION/AWARENESS
13 = PROMOTION OF WHAT GOVERNMENT IS DOING FOR CANADA/PEOPLE, CHA
14 = ECONOMY, JOB CREATION, BUSINESS, UPDATES
16 = DRUG USE IN CANADA, OPIOIDS
17 = MILITARY RELATED
18 = WAR/HISTORICAL EVENTS, COMMEMORATIVE COINS/EVENTS TO CELEBRA
19 = OTHER NEGATIVES (VARIOUS)
22 = NAFTA NEGOTIATIONS BETWEEN USA/CANADA
23 = POLITICAL AD, NEGATIVES TOWARDS POLITICAL PARTIES/POSITIVES
25 = IMMIGRATION/CITIZENSHIP REFORM, CHANGES TO LAWS
26 = HEALTH CARE RELATED (FREQUENT MENTIONS OF CUTS TO DIABETES M
28 = PIPELINES
29 = CANADA LOGO/MUSIC AT THE END, GOVERNMENT OF CANADA LOGO (INC
31 = DANGEROUS/IMPAIRED DRIVING, DRINKING/TEXTING/DISTRACTED DRIV
32 = EMPLOYMENT OPPORTUNITIES, GOVERNMENT JOB OPENINGS/HIRING
33 = ENVIRONMENT, CLIMATE CHANGE, INCLUDES CARBON TAX, POLICY/REG
34 = CANNABIS USE AND DRIVING, DANGERS OF DRIVING AFTER CONSUMPTI
36 = HEALTH CONCERNS ABOUT CANNABIS USE, DANGERS OF/SAFE USE
37 = REMEMBRANCE DAY, VETERANS
41 = POSITIVE, GOOD IMPRESSION, LIKED IT
43 = PERSONAL BANKING/FINANCE; SAVINGS PROTECTION, INSURANCE, INT
46 = TOURISM, CANADA
48 = EMPLOYMENT TRAINING, GRANTS FOR TRADES/APPRENTICESHIP
49 = WEATHER/SNOW EFFECTS
51 = INDIGENOUS ROLE IN ARMED FORCES/SERVICE IN WARS
52 = HOUSING INITIATIVES
77 = Specify
97 = Don't remember

How did you know that it was an ad from the Government of Canada?
1 = ANNOUNCED/STATED IN THE COMMERCIAL, SAID IT WAS SPONSORED BY
2 = GOVERNMENT OF CANADA LOGO, MUSICAL JINGLE, EMBLEM/MAPLE LEAF
3 = PRIME MINISTER TRUDEAU, TRUDEAU WAS IN IT/PICTURED IN IT
4 = ASSUMED TO BE, BASED ON CONTENT, IT WAS OBVIOUS
7 = WRITTEN/PRINTED IN THE AD
8 = IDENTIFIED/INDICATED, GENERAL MENTION
9 = WEBSITE INDICATED/PICTURED, LINK PROVIDED, OR ON THE WEBSITE
10 = DEPARTMENT IS FEDERAL, KNOWLEDGE OF THE DEPARTMENT
12 = MINISTERS/FEDERAL AGENTS FEATURED IN IT
13 = SUBJECT/CONTENT
77 = Specify
97 = Don't remember

Over the past three weeks, have you seen, read or heard any Government of Canada advertising about Canadian Veterans?
1 = Yes
2 = No
3 = I don't remember / Not sure
99 = Prefer not to say

Where have you seen, read or heard this Government of Canada ad about Canadian Veterans?
1 = Cinema
2 = Internet website
3 = Magazines
4 = Newspaper (daily)
5 = Newspaper (weekly or community)
6 = Outdoor billboard
7 = Pamphlet or brochure in the mail
8 = Public transit (bus or subway)
9 = Radio
10 = Television
11 = Twitter
12 = Facebook
13 = YouTube
14 = Instagram
15 = LinkedIn
16 = NEWS APPL
17 = E-MAIL
18 = Snapchat
19 = Spotify
77 = Other, specify:
98 = Don't know

What do you remember about this ad? What words, sounds or images come to mind?
1 = Different images of soldiers (black & white)
8 = Modern soldiers in Afghanistan, MODERN DAY SOLDIERS/CURRENT
16 = Poppies (poppy campaigns/importance of our support)
17 = General message of supporting / honouring / remembering Vete
21 = Specific war footage / images of World War I and World War I
25 = SUPPORT/BENEFITS/JOBS/HEALTH CARE FOR VETERANS AND RETURNING
26 = REMEMBRANCE DAY, ARMISTICE DAY CEREMONIES/PARADES)
31 = VETS (GENERALLY, STANDING/IN UNIFORM, PHOTOS/PICTURES)
33 = SITES/MEMORIALS/SYMBOLS FOR SOLDIERS (CENOTAPHS, WHITE CROSS
34 = PERCEIVED ATTRIBUTES OF SOLDIERS (BRAVERY, COMMITTMENT, COUR
35 = OTHER CAMPAIGNS TO RAISE MONEY/AWARENESS/CHARITY ORGS (LICEN
37 = EMOTIONAL IMAGES (SORROW, HARDSHIP, VICTIMS, TRAGEDY...)
39 = SACRIFICES THEY MADE/ FOUGHT FOR OUR COUNTRY/FREEDOM, WHAT T
41 = PAST AND PRESENT VETS, NOT JUST OLDER, THERE ARE YOUNGER VET
44 = IMAGES OF AGING PEOPLE/MEN, ELDERLY PEOPLE, AGING/GETTING OL
47 = EVOKING PATRIOTISM, PRIDE, UNITY, CANADIAN PATRIOTIC SYMBOLS
48 = SOLDIERS COMING HOME INJURED/PTSD, VETS IN WHEELCHAIRS
52 = WWII (VETS FROM /FOOTAGE OF/SOLDIERS IN)
54 = TAGLINES, VARIATIONS OF REMEMBER (EX: WE WILL REMEMBER, REME
55 = OLDER/AGING VETS, NOT MANY OF THEM AROUND ANYMORE
56 = HONOUR, RESPECT, SUPPORT, PRIDE (SOLE MENTIONS)
59 = UNIFORMS AND PARTS OF UNIFORMS SPECIFIED (BERETS, MEDALS DEC
60 = VETS WITH KIDS, INTERACTING WITH CHILDREN, SCENES WITH THEM
68 = YOUNG GIRL ON THE BUS COMMERCIAL, SPECIFIC IMAGES, POPPY BEI
70 = ROYAL CANADIAN MINT, COMMEMORATIVE CPIN FOR ARMISTICE, TOONI
71 = 100TH ANNIVERSARY OF ARMISTICE/REMEMBRANCE DAY
74 = CANADA'S CONTRIBUTION TO THE WARS/EFFORTS AND ACCOMPLISHMENT
76 = INDIGENOUS ROLE IN ARMED FORCES/SERVICE IN WARS
98 = DO NOT RECALL, DO NOT KNOW/REMEMBER DETAILS

Which sources would you rely on when looking for information about remembrance and the contributions of Canada's Veterans?
6 = Internet website, please specify: T1DABOX
8 = Newspaper (daily), please specify: T1DCBOX
9 = Journal or newspaper (weekly or community), please specify:
18 = GOVERNMENT OF CANADA, FEDERAL GOV'T DEPARTMENTS, VETERAN'S A
20 = GOVERNMENT OF CANADA WEBSITES, VETERAN'S AFFAIRS WEBSITE, FE
42 = VETERAN'S SITES, VARIOUS (ASSOCIATIONS/ORGS, SUPPORT ORGS, E

Over the past three weeks, have you seen or read content related to Canadian Veterans on social media sites such as Facebook, YouTube, Twitter, Instagram or LinkedIn?
1 = Yes
2 = No
99 = Prefer not to say

Advertising to promote the appreciation and remembrance of Canada's Veterans?
1 = Not at all important 1
2 = 2
3 = 3
5 = 4
7 = Very important 5
99 = Prefer not to say

What word best describes how you feel about Canadian Veterans?
1 = GRATEFUL, THANKFUL, APPRECIATION
2 = HEROS, COURAGEOUS, BRAVE
3 = HONOUR/HONOURED, HONOURABLE
4 = PROUD, PRIDE, PATROTISM
5 = GOOD, POSITIVE
6 = RESPECT, RESPECTFUL, ADMIRATION
7 = SUFFERING, DEATH, VIOLENCE, VICTIMS, WAR
8 = GREAT/GOOD PEOPLE, INCREDIBLE/PROFESSIONAL, TALENTED MEMBERS
9 = OLD, OLDER/AGING
10 = SURVIVORS
11 = TRAUMA, PTSD, PSYCHOLOGICAL PROBLEMS WHEN RETURNING
12 = ARMED FORCES/TROOPS, ARMY, MILITARY
13 = SHOULD BE HONOURED/RESPECTED MORE, UNDERAPPRECIATED
14 = SAD, EMPATHY, EMOTIONAL, MEMORIES, SYMPATHY
15 = DEDICATED, DEVOTED, COMMITTED, LOYAL
17 = SACRIFICE
19 = MORE SUPPORT/HELP NEEDED FOR THEM. NOT COMPENSATED ENOUGH
20 = HUMBLE/HUMBLED
21 = NECESSARY, IMPORTANT
23 = NEUTRAL, INDIFFERENT
24 = CONFLICTED, COMPLICATED
25 = SAVES US/DEFENDS US, FIGHT FOR US ALL/ALL THEY HAVE DONE
26 = SORRY, REMORSE
29 = PAWNS/USED, EXPLOITED, TAKEN ADVANTAGE OF
30 = REMEMBRANCE DAY, REMEMBER, LEST WE FORGET
31 = FAMILY/PERSONAL CONNECTION, FAMILY MEMEBR WAS ONE, THEY ARE
32 = NEGATIVES (VARIOUS)
77 = Specify
99 = Prefer not to say, DK/NR

Sample split marker
1 = 30 second ad
2 = 15 second ad

What do you think is the main point this ad is trying to get across?
1 = REMEMBER VETERANS, IMPORTANCE OF REMEMBERING VETS, RESPECT/T
2 = REASONS WHY VETS SHOULD BE REMEMBERED/APPRECIATED, ALL VETER
3 = REMEMBER THEIR SACRIFICES/RISK TO THEIR LIVES, FOUGHT FOR OU
4 = ATTRIBUTES OF SOLDIERS/ARMY: HEROS, BRAVERY, COMRADERIE
5 = RESPECT/APPRECIATION/PROUD OF SOLDIERS AND/OR TROOPS, RESPEC
6 = CONTRIBUTIONS TO HISTORY/WARS/BATTLES, SPECIFIC BATTLES/WARS
7 = REMEMBER FALLEN SOLDIERS, THOSE WHO HAVE DIED/SACRIFICED THE
8 = PAST AND PRESENT SOLDIERS/VETS, NOT JUST OLDER ONES
9 = REMEMBER, TAKE TIME TO REMEMBER, RESPECT/HONOUR (GENERAL MEN
10 = REMEMBRANCE DAY, EVENTS/ACTIVITIES, CAMPAIGNS/POPPIES, PARTI
11 = SUPPORT VETS, WHAT WE SHOULD BE DOING FOR THEM, DESERVE MORE
13 = WE/PEOPLE SHOULD NOT TAKE WHAT THEY HAVE DONE FOR GRANTED, C
15 = EVOKING PRIDE/PATRIOTIC FEELINGS
16 = VETS/SOLDIERS AMONGST US/LIVE WITH US, A PART OF OUR SOCIETY
18 = WOMEN MENTIONED/INCLUDED, MEN AND WOMEN SERVING/SERVED
19 = NEGATIVES TOWARDS GOVERNMENT (FOREIGN/WAR POLICY, PERSONALLY
20 = HARDSHIP, WAR/VIOLENCE, SADNESS, REMIND US OF REALITIES OF W
21 = TO REMEMBER SO WE DO NOT LET IT HAPPEN AGAIN, TO NOT REPEAT
22 = LEST WE FORGET
23 = NEED TO ENGAGE YOUTH/TELL THE STORIES TO YOUTH SO WE CARRY O
24 = DIVERSITY WITHIN THE ARMY/VETERANS, DIFFERENT ETHNIC GROUPS/
25 = GLORIFYING WAR FOR PROFIT, BENEFITS TO GOVERNMENT/BIG BUSINE
26 = AWARENESS (GENERAL)
27 = DIVERSITY OF CANADA/OUTCOMES OF FREEDOM WE FOUGHT FOR (EQUAL
28 = CAMPAIGNS/FUNDRAISING FOR VETERANS (VARIOUS, MAINLY POPPIES)
29 = GOVERNMENT OF CANADA SUPPORTS VETS, THEY HONOUR/RESPECT THEM
30 = NEGATIVES, VARIOUS (INACCURATE/SKEWED, WHITE ETHNIC GROUP MI
77 = Specify
98 = DO NOT KNOW WHAT THE MAIN MESSAGE WAS, NO RESPONSE
99 = Prefer not to say

This ad catches my attention
1 = Strongly Disagree 1
2 = 2
3 = 3
4 = 4
5 = Strongly Agree 5
99 = Prefer not to say

Veterans Affairs Canada is the government department 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. How familiar are you with...
1 = Not at all familiar 1
2 = 2
3 = 3
4 = 4
5 = Very familiar 5
9 = Don't know/Prefer not to say / No answer

Can you name any Veterans Affairs Canada programs you may have heard of?
1 = MENTAL HEALTH SUPPORTS/PROGRAMS (PTSD, PSYCHOLOGICAL SUPPORT
2 = POPPY CAMPAIGN
3 = HOUSING, HOUSING PROJECTS, OBTAINING HOUSING, MORTGAGE ASSIS
4 = MEDICAL/HEALTH SUPPORT, GENERAL MENTION
5 = WAR AMPS PROGRAMS/FUNDS
7 = ROYAL CANADIAN LEGION SUPPORT/PROGRAMS
8 = REMEMBRANCE DAY ACTIVITES/EVENTS, MEMORIALS, VETERAN'S WEEK
9 = DISABILITY PENSIONS, LONG TERM DISABILITY SERVICES, DISABILI
10 = VETERAN'S ALLOWANCE, FINANCIAL ASSISTANCE, INCOME SUPPORT/GU
11 = PENSIONS (GENERAL MENTION)
12 = HEARING IMPAIRED PROGRAMS/SUPPORTS
13 = VETERAN'S INDEPENDENT PROGRAM (VIP)
14 = VETERAN'S HOSPITALS/CLINICS, SPECIFIC VET HOSPITALS MENTIONE
15 = VETERAN'S FOOD BANK SERVICES, FOOD DRIVES/SUPPORTS
16 = FUNERAL/BURIAL SUPPORTS, LAST POST PROGRAM
17 = EDUCATION/TRAINING/RETRAINING
18 = TRANSITIONING TO CIVILIAN LIFE, RESETTLEMENT INTO CIVILIAN E
20 = COUNSELLING SERVICES (GENERAL MENTION)
21 = CANNABIS/MEDICAL CANNABIS PRROGRAM
22 = VETERAN'S BENEFITS/SUPPORTS (GENERAL MENTION)
24 = WOUNDED SOLDIERS/VETS RETURNING, INJURED/AMPUTEES, WOUNDED W
25 = DVA, DEPARTMENTS/MINISTIES/OFFICES, UNSPECIFIED
26 = SURVIVOR'S BENEFITS/PROGRAMS, PROGRAMS FOR FAMILY SUPPORT (V
27 = MEDICAL INSURANCE PROGRAMS (BLUE CROSS)
28 = EMPLOYMENT SERVICES, JOB PLACEMENT
29 = HOME CARE, PERSONAL HOME CARE SERVICES
30 = HOME/HOUSE MAINTENANCE (HOUSEWORK/RAKING/SHOVELLING, PREPARI
31 = REHABILITATION
32 = EMERGENCY FUNDS
33 = LONG TERM CARE, RETIREMENT CARE
34 = SERVICE ANIMALS/DOGS
35 = LACK OF SERVICES/SUPPORT
36 = INVICTUS GAMES
38 = TRAVEL/TRANSPORTATION SUPPORT
40 = SOCIAL PROGRAMS/SUPPORTS (GENERAL MENTION)
42 = OTHER CAMPAIGN ORGANIZATION, FUNDRAISING PROGRAMS (VARIOUS)
43 = OMBUDSMAN DEPARTMENT
77 = Specify
98 = DO NOT KNOW ANY VAC PROGRAMS, DO NOT REMEMBER SPECIFIC PROGR
99 = Prefer not to say

Career Transition Services
1 = Not at all important 1
2 = 2
3 = 3
5 = 4
7 = Very important 5
99 = Don't know/Prefer not to say / No answer

Which of the following categories best describes your current employment status? Are you...?
1 = Working full-time (35 or more hours per week)
2 = Working part-time (less than 35 hours per week)
3 = Self-employed
4 = Unemployed, but looking for work
5 = A student attending full-time school
6 = Retired
7 = Not in the workforce (Full-time homemaker, unemployed but no
8 = DISABILITY, LONG TERM DISABILITY
9 = STUDENT AND WORKING
10 = MATERNAL/PATERNAL LEAVE
77 = Other employment status (please specify)
99 = Prefer not to say

What is the highest level of formal education that you have completed?
1 = Grade 8 or less
2 = Some high school
3 = High school diploma or equivalent
4 = Registered Apprenticeship or other trades certificate or dip
5 = College, CEGEP or other non-university certificate or diplom
6 = University certificate or diploma below bachelor's level
7 = Bachelor's degree
8 = Post graduate degree above bachelor's level
99 = Prefer not to say

Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?
1 = Under $20,000
2 = Between $20,000 and $39,999
3 = Between $40,000 and $59,999
4 = Between $60,000 and $79,999
5 = Between $80,000 and $99,999
6 = Between $100,000 and $149,999
7 = $150,000 or above
99 = Prefer not to say

Where were you born?
1 = Born in Canada
2 = Born outside Canada (Specify the country):
3 = UNITED KINGDOM, IRELAND, WALES, SCOTLAND
4 = OTHER WESTERN EUROPE (FRANCE, GERMAN, BELGIUM...)
5 = NORTHERN EUROPE, SCANDANAVIAN (NETHERLANDS, HOLLAND...)
6 = EASTERN/CENTRAL EUROPE (POLAND, ROMANIA....)
7 = SOUTH ASIA (PAKISTAN, INDIA...)
8 = SOUTH EAST ASIA (CHINA, HONG, KONG...)
9 = CARIBBEAN (JAMAICA, HAITI...)
10 = CENTRAL/SOUTH/LATIN AMERICA (COLUMBIA, GUYANA, EL SAVADOR...
11 = AFRICA (SOUTH AFRICA, ZIMBABWE, NIGERIA...)
12 = RUSSIA
13 = WESTERN/CENTRAL ASIA (LEBANON, IRAN, ISRAEL...)
14 = U.S.A
15 = OCEANIA (NEW ZEALAND, AUSTRALIA, FIJI)
99 = Prefer not to say

In what year did you first move to Canada?
1 = 1983 and before (more than 35 years ago)
2 = Since 1983 (last 35 years)
99 = Prefer not to say

What is the language you first learned at home as a child and still understand?
1 = English
2 = French
3 = WESTERN EUROPEAN LANGUAGES (GERMAN, SPANISH, GREEK, ITALIAN.
4 = NORTHERN LANGUAGES (SWEDISH, DANISH, FINNISH...)
5 = EASTERN//CENTRAL EUROPEAN EUROPEAN LANGUAGES (POLISH, HUNGAR
6 = SOUTH ASIAN LAGUAGES (URDU, HINDI...)
7 = SOUTHEAST ASIAN LANGUAGES (MANDARIN, JAPANESE...)
10 = AFRICAN LANGUAGES
11 = RUSSIAN
12 = WESTERN/CENTRAL ASIAN LANGUAGES (ARABIC, FARSI, IRANIAN, EXC
77 = Other (specify):
99 = Prefer not to say

Are you a Canadian Veteran, or do you personally know a Canadian Veteran? If so ... what is your relation to the Canadian Veteran?
1 = Yes, I am a Veteran
2 = Yes, a family member is a Veteran
3 = Yes, a friend/someone else is a Veteran
4 = No, I do not personally know a Veteran
99 = Don't know / Prefer not to say

Are you a Canadian veteran, or do you personally know a Canadian veteran? If so ... what is your relation to the Canadian veteran? (SINGLE RESPONSE)
1 = Yes, I am a veteran
2 = Yes, a family member is a veteran
3 = Yes, a friend/someone else is a veteran
4 = No, I do not personally know a veteran
99 = Don't know / Prefer not to say