Public opinion
research study:
Evaluation of the 2021 Mental Health Services Ad
Campaign
Findings report
Prepared for Veterans Affairs Canada
Supplier: Leger Marketing Inc.
Contract Number: 51019-220944/001/CY
Contract Value: $49,720.57 (including HST)
Award Date: December 30, 2021
Delivery Date: June 1, 2022
Registration Number: POR 090-21
For more information on this report, please contact Veterans Affairs Canada at commsresearch-commsrecherche@Veterans.gc.ca
Ce rapport est aussi disponible en français
This public opinion research report presents the results of two online surveys conducted by Leger Marketing Inc. on behalf of Veterans Affairs Canada. The baseline survey was conducted with 2,165 Canadians during the month of January 2022, among which 76 respondents were Veterans and 458 respondents were related to Veterans. The post-campaign study was conducted with 2,166 respondents during the month of April 2022, among which 69 respondents were Veterans and 403 respondents were related to Veterans.
Cette publication est aussi disponible en français sous le titre « Évaluation de la campagne publicitaire de 2021 sur les services de santé mentale ».
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Veterans Affairs Canada. For more information on this report, please contact Veterans Affairs Canada at: commsresearch-commsrecherche@Veterans.gc.ca
DEPARTMENT OF VETERANS AFFAIRS
161 GRAFTON ST
P.O.BOX 7700 (IB 018)
CHARLOTTETOWN
Prince Edward Island
C1A8M9
Catalogue Number: V32-441/2022E-PDF
International Standard Book Number (ISBN): 978-0-660-43568-8
Related publications (registration number: POR 090-21): Catalogue Number (Final Report, French): V32-441/2022F-PDF ISBN: 978-0-660-43569-5
© Her Majesty the Queen in Right of Canada, as represented by the Minister of Public Works and Government Services, 2022
Table of contents
Public opinion research study: Evaluation of the 2021-2022 Mental Health Services Ad Campaign
1.3 Notes on Interpretation of the Research Findings
1.4 Political Neutrality Statement and Contact Information
A.1.2 Methodology for the Baseline survey
A.1.2.3 Unweighted and Weighted Samples.
A.1.3 Methodology for the Post-Campaign Survey
A.1.2.3 Unweighted and Weighted Samples.
Executive Summary
Leger is pleased to present Veterans Affairs Canada with this report on findings from a quantitative survey designed to evaluate the 2021 Mental Health Services for Veterans and their Families advertising campaign using the Government of Canada’s Advertising Campaign Evaluation Tool (ACET). This report was prepared by Léger Marketing Inc. who was contracted by Veterans Affairs Canada (contract number 51019-220944/001/CY awarded December 30th, 2021, for a total value of $49,720.57 including HST). This report presents the results of two online surveys conducted as part of this study. The baseline survey was conducted with 2,165 Canadians during the month of January 2022, among which 76 respondents were Veterans and 458 respondents were related to Veterans. The post-campaign study was conducted with 2,166 respondents during the month of April 2022, among which 69 respondents were Veterans and 403 respondents were related to Veterans.
1.1 Background and Objectives
Mental health is a key area of focus in the services delivered by Veterans Affairs Canada (VAC). VAC’s Mental Health Strategy (2015-2020) establishes that “Veterans with a service-related mental health condition, served by Veterans Affairs Canada, will have timely access to evidence-based mental health care.” Strategic objectives do include: promoting and disseminating evidence, demonstrating leadership and optimal communication, and accessibility to (and choice of) treatment.
Eligible Veterans, retired RCMP members—as well as their families—have access to a wide range of mental health services, support and information to help reduce the potential stress during the transition to post-military service and to address mental illness, when present. These services include a network of eleven operational stress injury (OSI) clinics (10 outpatient and 1 inpatient), located across the country, and 9 OSI satellite sites that provide services close to where Veterans live. In addition, there is a national network of approximately 12,000 independent mental health professionals across Canada, registered with the Department to deliver mental health treatment.
For 2021-22, a national Mental Health Services for Veterans and their Families advertising campaign will increase awareness among the Veteran community (Veterans, former RCMP, family members, CAF members) of the mental health services and supports available to them and how they can be accessed. A variety of channels will be used to reach the target audiences including radio, print and online ads.
In this particular context, the main research objective of this study is to evaluate the 2021 Mental Health Services for Veterans and their Families advertising campaign using the Government of Canada’s Advertising Campaign Evaluation Tool (ACET), and as required, is conducted before and after the campaign’s paid media placement. This report presents the results of two online surveys conducted as part of this study, the baseline survey and the post-campaign survey.
This study was done through a quantitative study.
Intended use of the research
ACET surveys will be conducted pre and post campaign to measure aided and unaided recall, message retention and effectiveness.
1.2 Methodology
Quantitative research was conducted through online surveys, using Computer Aided Web Interviewing (CAWI) technology. The questionnaires used for both phases of the study are the Government of Canada ACET questionnaires. Leger Marketing Inc. used these questionnaires without making any modifications to their format nor to their content, except for the modifications necessary to adapt the questions to this present study on the mental health ad campaign requested by Veterans Affairs Canada.
The targeted audience of this study included a national sample reflecting the entire adult Canadian population and an oversample composed of Veterans and their families. Both the baseline and post-campaign surveys will be conducted with a sample of 2,000 Canadian adults and an oversample of 165 respondents who are Veterans or related to Veterans. The respondents were recruited via Leger’s web panel using a random selection stratified by region. The general adult population sample was distributed as follows:
Table A.1 Regional Distribution of Respondents
|
Region |
Number of respondents – baseline study |
Number of respondents – post test study |
|
Atlantic |
175 |
170 |
|
Quebec |
487 |
504 |
|
Ontario |
831 |
822 |
|
Prairies |
146 |
152 |
|
Alberta |
240 |
238 |
|
British Columbia |
286 |
280 |
|
Total |
2,165 |
2,166 |
1.2.1 Baseline Study
This public opinion research was conducted via online surveys, using Computer Aided Web Interviewing (CAWI) technology. Fieldwork for the survey was carried out from January 20 to January 27, 2022. A total of 2,165 Canadians were surveyed including 2,000 with demographic characteristics reflective of the Canadian population and an oversample of 165 respondents who are Canadian Veterans or related to Canadian Veterans. The sample was drawn randomly from the Leo panel and the overall response rate for the survey was 14% (see Table 2 in the Appendix for the calculation details).
Using data from the most recent Canadian census, the weighting was done within each region by gender, age, language, and the presence of children in the household to ensure the best possible representativeness of the sample within each region and overall. The weight of each region was adjusted to be equivalent to its actual weight in relation to the distribution of the Canadian population. The weighting factors are presented in detail in the appendix of this report.
A pre-test of 57 interviews was completed before launching data collection to validate the programming of the questionnaire in both English and French. An average of three minutes was required for the respondents to complete the survey.
Leger adheres to the most stringent guidelines for quantitative research. The survey instrument was compliant with the Standards of Conduct of Government of Canada Public Opinion Research.
A complete methodological description is provided in the Appendices section of this document (please see Appendix A).
1.2.2 Post-Campaign Study
This public opinion research was conducted via online surveys, using Computer Aided Web Interviewing (CAWI) technology. Fieldwork for the survey was carried out April 4 to April 13, 2022. A total of 2,166 Canadians were surveyed including 2,000 with demographic characteristics reflective of the Canadian population and an oversample of 166 respondents who are Canadian Veterans or related to Canadian Veterans. The sample was drawn randomly from the Leo panel and the overall response rate for the survey was 15% (see Table 2 in the Appendix for the calculation details).
Using data from the most recent Canadian census, the weighting was done within each region by gender, age, language, and the presence of children in the household to ensure the best possible representativeness of the sample within each region and overall. The weight of each region was adjusted to be equivalent to its actual weight in relation to the distribution of the Canadian population. The weighting factors are presented in detail in the appendix of this report.
A pre-test of 59 interviews was completed before launching data collection to validate the programming of the questionnaire in both English and French. An average of five minutes was required for the respondents to complete the survey.
Leger adheres to the most stringent guidelines for quantitative research. The survey instrument was compliant with the Standards of Conduct of Government of Canada Public Opinion Research.
A complete methodological description is provided in the Appendices section of this document (please see Appendix A).
1.3 Notes on Interpretation of the Research Findings
This report was compiled by Leger based on the research conducted specifically for this project. This research is not probabilistic; the results cannot be inferred to the general population of Canada.
Since a sample drawn from an Internet panel is not probabilistic in nature, margins of sampling error cannot be calculated for this survey. Respondents for this survey were selected from among those who have volunteered to participate/registered to participate in online surveys. The results of such surveys cannot be described as statistically projectable to the target population. The data have been weighted to reflect the demographic composition of the target population.
1.4 Political Neutrality Statement and Contact Information
Leger certifies that the final deliverables fully comply with the Government of Canada’s political neutrality requirements outlined in the Policy on Communications and Federal Identity and the Directive on the Management of Communications.
Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leaders.
Signed:
Christian Bourque, Senior Researcher
Léger
Appendix
A.1 Quantitative Methodology
Quantitative research was conducted through online surveys, using Computer Aided Web Interviewing (CAWI) technology.
As a CRIC Member, Leger adheres to the most stringent guidelines for quantitative research. The survey was conducted in accordance with Government of Canada requirements for quantitative research, including the Standards of the Conduct of Government of Canada Public Opinion Research— Series A – Fieldwork and Data Tabulation for Online Surveys.
Respondents were assured of the voluntary, confidential and anonymous nature of this research. As with all research conducted by Leger, all information that could allow for the identification of participants was removed from the data, in accordance with the Privacy Act.
The baseline questionnaire is available in Appendix A2.
A.1.1 Sampling Procedure
Computer Aided Web Interviewing (CAWI)
Leger conducted a panel-based Internet survey with a sample of adult Canadians, including an oversample of 165 respondents who are Canadian Veterans or related to Canadian Veterans. A total of 2,165 respondents participated in the baseline survey, and a total of 2,166 respondents participated in the post-campaign survey. The same sampling procedure was used for both the baseline and the post-campaign phases of the study. The exact distribution for each of the two phases of the study is presented in the following section. Participant selection was done randomly from Leo’s online panel.
Leger owns and operates an Internet panel of more than 400,000 Canadians from coast to coast. An Internet panel is made up of Web users profiled on different sociodemographic variables. The majority of Leger’s panel members (61%) have been recruited randomly over the phone over the past decade, making it highly similar to the actual Canadian population on many demographic characteristics.
A.1.2 Methodology for the Baseline survey
A.1.2.1 Data Collection
Fieldwork for the survey was conducted from January 20, 2022, to January 27, 2022. The participation rate for the survey was 14%. A pre-test of 57 interviews was completed on January 21, 2022.
To achieve data reliability in all subgroups, a total sample of 2,165 Canadians were surveyed, in all regions of the country.
Since a sample drawn from an Internet panel is not probabilistic in nature, the margin of error cannot be calculated for this survey. Respondents for this survey were selected from among those who have volunteered to participate/registered to participate in online surveys. The results of such surveys cannot be described as statistically projectable to the target population. The data have been weighted to reflect the demographic composition of the target population. Because the sample is based on those who initially self-selected for participation, no estimates of sampling error can be calculated.
Based on data from Statistics Canada’s 2016 national census, Leger weighted the results of this survey by age, gender, language and presence of children in the household within each region of the country.
The following table details the regional distribution of respondents. The baseline sample attempted to replicate as closely as possible the actual distribution of the Canadian population.
Table A.2 Regional Distribution of Respondents
|
Region |
Number of respondents |
|
175 |
|
|
Quebec |
487 |
|
Ontario |
831 |
|
Prairies |
146 |
|
Alberta |
240 |
|
British Columbia |
286 |
|
Total |
2,165 |
A.1.2.2 Participation Rate
The overall participation rate for this study is 14%.
Below is the calculation of the Web survey’s participation rate. The participation rate is calculated using the following formula: Participation rate / response rate = R ÷ (U + IS + R). The table below provides details of the calculation.
Table A.3 Participation Rate Calculation
|
Invalid cases |
0 |
|
Invitations mistakenly sent to people who did not qualify for the study |
0 |
|
Incomplete or missing email addresses |
0 |
|
Unresolved (U) |
17,542 |
|
Email invitations bounce back |
11 |
|
Email invitations unanswered |
17,531 |
|
In-scope non-responding units (IS) |
168 |
|
Non-response from eligible respondents |
0 |
|
Respondent refusals |
67 |
|
Language problem |
0 |
|
Selected respondent not available (illness; leave of absence; vacation; other) |
0 |
|
Early breakoffs |
101 |
|
Responding units (R) |
3,048 |
|
Surveys disqualified – quota filled |
802 |
|
Completed surveys disqualified for other reasons |
81 |
|
Completed interviews |
2,165 |
|
POTENTIALLY ELIGIBLE (U+IS+R) |
20,758 |
|
Participation rate= R/(U + IS + R) |
14.17% |
Typical participation rates for web surveys are between 20% and 30%. A response rate of 14% may seem a bit low, but due to time restraints, we had to spread the invitations more widely in the panel to achieve our objectives, which has an impact on the participation rate.
A.1.2.3 Unweighted and Weighted Samples
A basic comparison of the unweighted and weighted sample sizes was conducted to identify any potential non-response bias that could be introduced by lower response rates among specific demographic subgroups (see tables below).
The table below presents the geographic distribution of respondents, before and after weighting. The weighting adjusted for some minor discrepancies so that each province has a representative importance in the results. The weighting slightly increased the weight of Quebec and reduced that of the Atlantic region.
Table A.4 Unweighted and Weighted Sample Distribution by Province
|
Region |
Unweighted |
Weighted |
|
175 |
149 |
|
|
Quebec |
487 |
508 |
|
Ontario |
831 |
830 |
|
Prairies |
146 |
141 |
|
Alberta |
240 |
243 |
|
British Columbia |
286 |
294 |
|
Total |
2,165 |
2,165 |
The following tables present the demographic distribution of respondents, according to gender and age.
First, regarding gender, we can see that weighting has adjusted slightly the proportion of male and female. The adjustments made by weighting are minor, and in no way can we believe that the small differences observed in the effective samples could have introduced a non-response bias for either of these two sample subgroups.
Table A.5 Unweighted and Weighted Sample Distribution by Gender
|
Gender |
Unweighted |
Weighted |
|
Male |
1,156 |
1,038 |
|
Female |
997 |
1,113 |
|
Total |
2,165 |
2,165 |
Note: Gender-diverse people and answer refusals make up the rest of the sample.
Regarding age distribution, the weighting process has corrected some minor discrepancies. The actual distribution of the sample generally follows the distribution of age groups in the actual population. In this case, it is unlikely that the observed distributions introduce a non-response bias for a particular age group. Because the differences were so small, weighting allowed the weights to be corrected without further manipulation.
Table A.6 Unweighted and Weighted Sample Distribution by Age Group
|
Age |
Unweighted |
Weighted |
|
Between 18 and 34 |
554 |
590 |
|
Between 35 and 55 |
806 |
738 |
|
55 and over |
805 |
837 |
|
Total |
2,165 |
2,165 |
There is no evidence from the data that having achieved a different age or gender distribution prior to weighting would have significantly changed the results for this study.
The following tables present the demographic distribution of respondents according to native language, the presence of children in the household, and Veteran status.
Table A.7 Unweighted and Weighted Sample Distribution by Native Language
|
Native language |
Unweighted |
Weighted |
|
English |
1,520 |
1,555 |
|
French |
547 |
519 |
|
Other |
195 |
195 |
|
Total |
2,262 |
2,269 |
Note: As multiple answers were possible, total may exceed the total sample size of 2,165 respondents.
Table A.8 Unweighted and Weighted Sample Distribution by Presence of Children in the Household
|
Presence of children in the household |
Unweighted |
Weighted |
|
Yes |
558 |
599 |
|
No |
1,607 |
1,566 |
|
Total |
2,165 |
2,165 |
Again, the corrections were minor and there is no evidence that they would have had an impact on the results.
Table A.9 Unweighted and Weighted Sample Distribution by Veteran Status
|
Veteran status |
Unweighted |
Weighted |
|
Veteran + Family |
527 |
372 |
|
Non-Veteran |
1,638 |
1,793 |
|
Total |
2,165 |
2,165 |
Weighting based on the Veteran status readjusted the weight of Veterans and relatives of Veterans to follow the distribution in the general population.
The relatively small weight factors (see section below) and differences in responses between various subgroups suggest that data quality was not affected. The weight that was applied corrected the initial imbalance for data analysis purposes and no further manipulations were necessary.
The following tables present the weighting factors applied to the database according to the different respondent profiles.
Table A.10 Weight Factors by Profile
|
Label |
Weight |
|
BRITISH COLUMBIA MALE 18-24 |
0.0072 |
|
BRITISH COLUMBIA MALE 25-34 |
0.0109 |
|
BRITISH COLUMBIA MALE 35-44 |
0.0102 |
|
BRITISH COLUMBIA MALE 45-54 |
0.0117 |
|
BRITISH COLUMBIA MALE 55-64 |
0.0117 |
|
BRITISH COLUMBIA MALE 65+ |
0.0141 |
|
BRITISH COLUMBIA FEMALE 18-24 |
0.0068 |
|
BRITISH COLUMBIA FEMALE 25-34 |
0.0111 |
|
BRITISH COLUMBIA FEMALE 35-44 |
0.0108 |
|
BRITISH COLUMBIA FEMALE 45-54 |
0.0125 |
|
BRITISH COLUMBIA FEMALE 55-64 |
0.0125 |
|
BRITISH COLUMBIA FEMALE 65+ |
0.0162 |
|
ALBERTA MALE 18-24 |
0.0065 |
|
ALBERTA MALE 25-34 |
0.0116 |
|
ALBERTA MALE 35-44 |
0.0106 |
|
ALBERTA MALE 45-54 |
0.0099 |
|
ALBERTA MALE 55-64 |
0.009 |
|
ALBERTA MALE 65+ |
0.0083 |
|
ALBERTA FEMALE 18-24 |
0.0062 |
|
ALBERTA FEMALE 25-34 |
0.0114 |
|
ALBERTA FEMALE 35-44 |
0.0104 |
|
ALBERTA FEMALE 45-54 |
0.0098 |
|
ALBERTA FEMALE 55-64 |
0.0089 |
|
ALBERTA FEMALE 65+ |
0.0096 |
|
MANITOBA/SASKATCHEWAN MALE 18-24 |
0.004 |
|
MANITOBA/SASKATCHEWAN MALE 25-34 |
0.0058 |
|
MANITOBA/SASKATCHEWAN MALE 35-44 |
0.0053 |
|
MANITOBA/SASKATCHEWAN MALE 45-54 |
0.0055 |
|
MANITOBA/SASKATCHEWAN MALE 55-64 |
0.0055 |
|
MANITOBA/SASKATCHEWAN MALE 65+ |
0.0059 |
|
MANITOBA/SASKATCHEWAN FEMALE 18-24 |
0.0038 |
|
MANITOBA/SASKATCHEWAN FEMALE 25-34 |
0.0058 |
|
MANITOBA/SASKATCHEWAN FEMALE 35-44 |
0.0053 |
|
MANITOBA/SASKATCHEWAN FEMALE 45-54 |
0.0055 |
|
MANITOBA/SASKATCHEWAN FEMALE 55-64 |
0.0056 |
|
MANITOBA/SASKATCHEWAN FEMALE 65+ |
0.0072 |
|
ONTARIO MALE 18-24 |
0.0223 |
|
ONTARIO MALE 25-34 |
0.0306 |
|
ONTARIO MALE 35-44 |
0.0292 |
|
ONTARIO MALE 45-54 |
0.0346 |
|
ONTARIO MALE 55-64 |
0.0316 |
|
ONTARIO MALE 65+ |
0.0363 |
|
ONTARIO FEMALE 18-24 |
0.0212 |
|
ONTARIO FEMALE 25-34 |
0.0315 |
|
ONTARIO FEMALE 35-44 |
0.0319 |
|
ONTARIO FEMALE 45-54 |
0.0365 |
|
ONTARIO FEMALE 55-64 |
0.0338 |
|
ONTARIO FEMALE 65+ |
0.0441 |
|
QUEBEC MALE 18-24 |
0.0121 |
|
QUEBEC MALE 25-34 |
0.018 |
|
QUEBEC MALE 35-44 |
0.0189 |
|
QUEBEC MALE 45-54 |
0.0203 |
|
QUEBEC MALE 55-64 |
0.0211 |
|
QUEBEC MALE 65+ |
0.0239 |
|
QUEBEC FEMALE 18-24 |
0.0118 |
|
QUEBEC FEMALE 25-34 |
0.0181 |
|
QUEBEC FEMALE 35-44 |
0.0189 |
|
QUEBEC FEMALE 45-54 |
0.0203 |
|
QUEBEC FEMALE 55-64 |
0.0217 |
|
QUEBEC FEMALE 65+ |
0.0295 |
|
ATLANTIC REGIONS MALE 18-24 |
0.0034 |
|
ATLANTIC REGIONS MALE 25-34 |
0.0046 |
|
ATLANTIC REGIONS MALE 35-44 |
0.0049 |
|
ATLANTIC REGIONS MALE 45-54 |
0.0061 |
|
ATLANTIC REGIONS MALE 55-64 |
0.0065 |
|
ATLANTIC REGIONS MALE 65+ |
0.0076 |
|
ATLANTIC REGIONS FEMALE 18-24 |
0.0033 |
|
ATLANTIC REGIONS FEMALE 25-34 |
0.0047 |
|
ATLANTIC REGIONS FEMALE 35-44 |
0.0053 |
|
ATLANTIC REGIONS FEMALE 45-54 |
0.0065 |
|
ATLANTIC REGIONS FEMALE 55-64 |
0.0069 |
|
ATLANTIC REGIONS FEMALE 65+ |
0.0089 |
Table A.11 Weight Factors by Province and language
|
Label |
Weight |
|
FRANCOPHONE REST OF CANADA |
0.0271 |
|
FRANCOPHONE QUEBEC |
0.1809 |
|
NON-FRANCOPHONE REST OF CANADA |
0.7383 |
|
NON-FRANCOPHONE QUEBEC |
0.0537 |
Table A.12 Weight Factors by Education level
|
Label |
Weight |
|
PRIMARY / SECONDARY / COLLEGE |
0.7233 |
|
UNIVERSITY – REST OF CANADA |
0.2181 |
|
UNIVERSITY - QUEBEC |
0.0586 |
Table A.13 Weight Factors by Presence of Children in the Household
|
Label |
Weight |
|
YES |
0.2767 |
|
NO |
0.7233 |
Table A.14 Weight Factors by Veteran Status
|
Label |
Weight |
|
VETERAN + FAMILY |
0.172 |
|
NON-VETERAN |
0.828 |
A.1.3 Methodology for the Post-Campaign Survey
A.1.2.1 Data Collection
Fieldwork for the survey was conducted from April 4 to April 13, 2022. The participation rate for the survey was 15%. A pre-test of 56 interviews was completed on April 4, 2022.
To achieve data reliability in all subgroups, a total sample of 2,166 Canadians were surveyed, in all regions of the country.
Since a sample drawn from an Internet panel is not probabilistic in nature, the margin of error cannot be calculated for this survey. Respondents for this survey were selected from among those who have volunteered to participate/registered to participate in online surveys. The results of such surveys cannot be described as statistically projectable to the target population. The data have been weighted to reflect the demographic composition of the target population. Because the sample is based on those who initially self-selected for participation, no estimates of sampling error can be calculated.
Based on data from Statistics Canada’s 2016 national census, Leger weighted the results of this survey by age, gender, language and presence of children in the household within each region of the country.
The following table details the regional distribution of respondents. The post-campaign sample attempted to replicate as closely as possible the actual distribution of the Canadian population.
Table A.15 Regional Distribution of Respondents
|
Region |
Number of respondents |
|
Atlantic |
170 |
|
Quebec |
504 |
|
Ontario |
822 |
|
Prairies |
152 |
|
Alberta |
238 |
|
British Columbia |
280 |
|
Total |
2,166 |
A.1.2.2 Participation Rate
The overall participation rate for this study is 15%.
Below is the calculation of the Web survey’s participation rate. The participation rate is calculated using the following formula: Participation rate / response rate = R ÷ (U + IS + R). The table below provides details of the calculation.
Table A.16 Participation Rate Calculation
|
Invalid cases |
0 |
|
Invitations mistakenly sent to people who did not qualify for the study |
0 |
|
Incomplete or missing email addresses |
0 |
|
Unresolved (U) |
17,935 |
|
Email invitations bounce back |
11 |
|
Email invitations unanswered |
17,924 |
|
In-scope non-responding units (IS) |
163 |
|
Non-response from eligible respondents |
0 |
|
Respondent refusals |
51 |
|
Language problem |
0 |
|
Selected respondent not available (illness; leave of absence; vacation; other) |
0 |
|
Early breakoffs |
112 |
|
Responding units (R) |
3,183 |
|
Surveys disqualified – quota filled |
943 |
|
Completed surveys disqualified for other reasons |
74 |
|
Completed interviews |
2,166 |
|
POTENTIALLY ELIGIBLE (U+IS+R) |
21,281 |
|
Participation rate= R/(U + IS + R) |
14.95% |
Typical participation rates for web surveys are between 20% and 30%. A response rate of 15% may seem a bit low, but due to time restraints, we had to spread the invitations more widely in the panel to achieve our objectives, which has an impact on the participation rate.
A.1.2.3 Unweighted and Weighted Samples
A basic comparison of the unweighted and weighted sample sizes was conducted to identify any potential non-response bias that could be introduced by lower response rates among specific demographic subgroups (see tables below).
The table below presents the geographic distribution of respondents, before and after weighting. The weighting adjusted for some minor discrepancies so that each province has a representative importance in the results. The weighting slightly increased the weight of British Columbia and reduced that of the Atlantic region.
Table A.17 Unweighted and Weighted Sample Distribution by Province
|
Region |
Unweighted |
Weighted |
|
Atlantic |
170 |
149 |
|
Quebec |
504 |
508 |
|
Ontario |
822 |
831 |
|
Prairies |
152 |
141 |
|
Alberta |
238 |
243 |
|
British Columbia |
280 |
294 |
|
Total |
2,166 |
2,166 |
The following tables present the demographic distribution of respondents, according to gender and age.
First, regarding gender, we can see that weighting has adjusted slightly the proportion of male and female. The adjustments made by weighting are minor, and in no way can we believe that the small differences observed in the effective samples could have introduced a non-response bias for either of these two sample subgroups.
Table A.18 Unweighted and Weighted Sample Distribution by Gender
|
Gender |
Unweighted |
Weighted |
|
Male |
1,084 |
1,032 |
|
Female |
1,064 |
1,114 |
|
Total |
2,166 |
2,166 |
Note: Gender diverse people and answer refusals make up the rest of the sample.
Regarding age distribution, the weighting process has corrected some minor discrepancies. The actual distribution of the sample generally follows the distribution of age groups in the actual population. In this case, it is unlikely that the observed distributions introduce a non-response bias for a particular age group. Because the differences were so small, weighting allowed the weights to be corrected without further manipulation.
Table A.19 Unweighted and Weighted Sample Distribution by Age Group
|
Age |
Unweighted |
Weighted |
|
Between 18 and 34 |
563 |
591 |
|
Between 35 and 55 |
779 |
738 |
|
55 and over |
824 |
837 |
|
Total |
2,166 |
2,166 |
The following tables present the demographic distribution of respondents according to native language, the presence of children in the household, and Veteran status.
Table A.20 Unweighted and Weighted Sample Distribution by Native Language
|
Age |
Unweighted |
Weighted |
|
English |
1,517 |
1,560 |
|
French |
538 |
494 |
|
Other |
199 |
204 |
|
Total |
2,254 |
2,258 |
Note: As multiple answers were possible, total may exceed the total sample size of 2,166 respondents.
Table A.21 Unweighted and Weighted Sample Distribution by Presence of Children in the Household
|
Age |
Unweighted |
Weighted |
|
Yes |
538 |
599 |
|
No |
1,628 |
1,567 |
|
Total |
2,166 |
2,166 |
Table A.22 Unweighted and Weighted Sample Distribution by Veteran Status
|
Age |
Unweighted |
Weighted |
|
Veteran + Family |
465 |
322 |
|
Non-Veteran |
1,701 |
1,844 |
|
Total |
2,166 |
2,166 |
Again, the corrections were minor and there is no evidence that they would have had an impact on the results. The weights of each subgroup have been slightly adjusted to follow the distribution in the general population.
There is no evidence from the data that having achieved a different age or gender distribution prior to weighting would have significantly changed the results for this study. The relatively small weight factors (see section below) and differences in responses between various subgroups suggest that data quality was not affected. The weight that was applied corrected the initial imbalance for data analysis purposes and no further manipulations were necessary.
The following tables present the weighting factors applied to the database according to the different respondent profiles.
Table A.23 Weight Factors by Profile
|
Label |
Weight |
|
BRITISH COLUMBIA MALE 18-24 |
0.0072 |
|
BRITISH COLUMBIA MALE 25-34 |
0.0109 |
|
BRITISH COLUMBIA MALE 35-44 |
0.0102 |
|
BRITISH COLUMBIA MALE 45-54 |
0.0117 |
|
BRITISH COLUMBIA MALE 55-64 |
0.0117 |
|
BRITISH COLUMBIA MALE 65+ |
0.0141 |
|
BRITISH COLUMBIA FEMALE 18-24 |
0.0068 |
|
BRITISH COLUMBIA FEMALE 25-34 |
0.0111 |
|
BRITISH COLUMBIA FEMALE 35-44 |
0.0108 |
|
BRITISH COLUMBIA FEMALE 45-54 |
0.0125 |
|
BRITISH COLUMBIA FEMALE 55-64 |
0.0125 |
|
BRITISH COLUMBIA FEMALE 65+ |
0.0162 |
|
ALBERTA MALE 18-24 |
0.0065 |
|
ALBERTA MALE 25-34 |
0.0116 |
|
ALBERTA MALE 35-44 |
0.0106 |
|
ALBERTA MALE 45-54 |
0.0099 |
|
ALBERTA MALE 55-64 |
0.009 |
|
ALBERTA MALE 65+ |
0.0083 |
|
ALBERTA FEMALE 18-24 |
0.0062 |
|
ALBERTA FEMALE 25-34 |
0.0114 |
|
ALBERTA FEMALE 35-44 |
0.0104 |
|
ALBERTA FEMALE 45-54 |
0.0098 |
|
ALBERTA FEMALE 55-64 |
0.0089 |
|
ALBERTA FEMALE 65+ |
0.0096 |
|
MANITOBA/SASKATCHEWAN MALE 18-24 |
0.004 |
|
MANITOBA/SASKATCHEWAN MALE 25-34 |
0.0058 |
|
MANITOBA/SASKATCHEWAN MALE 35-44 |
0.0053 |
|
MANITOBA/SASKATCHEWAN MALE 45-54 |
0.0055 |
|
MANITOBA/SASKATCHEWAN MALE 55-64 |
0.0055 |
|
MANITOBA/SASKATCHEWAN MALE 65+ |
0.0059 |
|
MANITOBA/SASKATCHEWAN FEMALE 18-24 |
0.0038 |
|
MANITOBA/SASKATCHEWAN FEMALE 25-34 |
0.0058 |
|
MANITOBA/SASKATCHEWAN FEMALE 35-44 |
0.0053 |
|
MANITOBA/SASKATCHEWAN FEMALE 45-54 |
0.0055 |
|
MANITOBA/SASKATCHEWAN FEMALE 55-64 |
0.0056 |
|
MANITOBA/SASKATCHEWAN FEMALE 65+ |
0.0072 |
|
ONTARIO MALE 18-24 |
0.0223 |
|
ONTARIO MALE 25-34 |
0.0306 |
|
ONTARIO MALE 35-44 |
0.0292 |
|
ONTARIO MALE 45-54 |
0.0346 |
|
ONTARIO MALE 55-64 |
0.0316 |
|
ONTARIO MALE 65+ |
0.0363 |
|
ONTARIO FEMALE 18-24 |
0.0212 |
|
ONTARIO FEMALE 25-34 |
0.0315 |
|
ONTARIO FEMALE 35-44 |
0.0319 |
|
ONTARIO FEMALE 45-54 |
0.0365 |
|
ONTARIO FEMALE 55-64 |
0.0338 |
|
ONTARIO FEMALE 65+ |
0.0441 |
|
QUEBEC MALE 18-24 |
0.0121 |
|
QUEBEC MALE 25-34 |
0.018 |
|
QUEBEC MALE 35-44 |
0.0189 |
|
QUEBEC MALE 45-54 |
0.0203 |
|
QUEBEC MALE 55-64 |
0.0211 |
|
QUEBEC MALE 65+ |
0.0239 |
|
QUEBEC FEMALE 18-24 |
0.0118 |
|
QUEBEC FEMALE 25-34 |
0.0181 |
|
QUEBEC FEMALE 35-44 |
0.0189 |
|
QUEBEC FEMALE 45-54 |
0.0203 |
|
QUEBEC FEMALE 55-64 |
0.0217 |
|
QUEBEC FEMALE 65+ |
0.0295 |
|
ATLANTIC REGIONS MALE 18-24 |
0.0034 |
|
ATLANTIC REGIONS MALE 25-34 |
0.0046 |
|
ATLANTIC REGIONS MALE 35-44 |
0.0049 |
|
ATLANTIC REGIONS MALE 45-54 |
0.0061 |
|
ATLANTIC REGIONS MALE 55-64 |
0.0065 |
|
ATLANTIC REGIONS MALE 65+ |
0.0076 |
|
ATLANTIC REGIONS FEMALE 18-24 |
0.0033 |
|
ATLANTIC REGIONS FEMALE 25-34 |
0.0047 |
|
ATLANTIC REGIONS FEMALE 35-44 |
0.0053 |
|
ATLANTIC REGIONS FEMALE 45-54 |
0.0065 |
|
ATLANTIC REGIONS FEMALE 55-64 |
0.0069 |
|
ATLANTIC REGIONS FEMALE 65+ |
0.0089 |
Table A.24 Weight Factors by Province and language
|
Label |
Weight |
|
FRANCOPHONE REST OF CANADA |
0.0271 |
|
FRANCOPHONE QUEBEC |
0.1809 |
|
NON-FRANCOPHONE REST OF CANADA |
0.7383 |
|
NON-FRANCOPHONE QUEBEC |
0.0537 |
Table A.25 Weight Factors by Education level
|
Label |
Weight |
|
PRIMARY / SECONDARY / COLLEGE |
0.7233 |
|
UNIVERSITY – REST OF CANADA |
0.2181 |
|
UNIVERSITY - QUEBEC |
0.0586 |
Table A.26 Weight Factors by Presence of Children in the Household
|
Label |
Weight |
|
YES |
0.2767 |
|
NO |
0.7233 |
Table A.27 Weight Factors by Veteran Status
|
Label |
Weight |
|
VETERAN + FAMILY |
0.1487 |
|
NON-VETERAN |
0.8513 |
A.2 Survey Questionnaire
A.2.1. Baseline study
INTRO – INTRO
ADVERTISING CAMPAIGN EVALUATION TOOL
Veterans Affairs Canada – Mental Health campaign
Baseline Pre-campaign Questionnaire
Préféreriez-vous répondre à ce questionnaire en anglais ou en français?
Would you prefer to complete the survey in English or French?
English/Anglais
Français/French
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français. veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 10 minutes to complete. This survey is being directed by Léger and is being administered according to the requirements of the Privacy Act and is registered with the Canadian Research Insights Council's (CRIC) Research Verification Service.
[START SURVEY]
Click here if you wish to verify the authenticity of this survey. To view our privacy policy. click here.
If you require any technical assistance. please click here.
WORK TYPE
a) Do you or anyone else in your household work for any of the following types of organizations?
SELECT ALL THAT APPLY
01. marketing research firm
02. A magazine or newspaper
03. An advertising agency or graphic design firm
04. A political party
05. A radio or television station
06. A public relations company
97. No. none of these types of organizations
IF “NONE OF THESE ORGANIZATIONS” CONTINUE. OTHERWISE THANK AND TERMINATE.
GENDER
b) Are you…
01. Female gender
02. Male gender
03. Gender diverse
99. Prefer not to say
YEAR BIRTH
c) In what year were you born?
Record year: [NUMBER]
ADMISSIBLE RANGE 1900-2002
IF > 2002. THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
AGE GROUP
d) In which of the following age categories do you belong?
SELECT ONE ONLY
00. Less than 18 years old
01. 18 to 24
02. 25 to 34
03. 35 to 44
04. 45 to 54
05. 55 to 64
06. 65 or older
09. I prefer not to answer
IF “LESS THAN 18 YEARS OLD” OR “BLANK”. THANK AND TERMINATE
PROVINCE
e) In which province or territory do you live?
AB. Alberta
BC. British Columbia
MB. Manitoba
NB. New Brunswick
NF. Newfoundland and Labrador
NT. Northwest Territories
NS. Nova Scotia
NU. Nunavut
ON. Ontario
PE. Prince Edward Island
QC. Quebec
SK. Saskatchewan
YK. Yukon
97. None of the above
IF NO PROVINCE OR TERRITORY IS SELECTED. THANK AND TERMINATE
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1 EXPOSURE ADVERTISING GOVERNEMENT OF CANADA
Over the past three weeks. have you seen. read or heard any advertising from the Government of Canada?
01. Yes
02. No/do not remember [GO TO T1A]
Q2 EXPOSURE ADVERTISING GOVERNEMENT OF CANADA – MEDIA PLATFORM
[IF Q1 = 01] Think about the most recent ad from the Government of Canada that comes to mind. Where did you see. read or hear this ad?
SELECT ALL THAT APPLY
01. Cinema
02. Facebook
03. Internet website
04. Magazines
05. Newspaper (daily)
06. Newspaper (weekly or community)
07. Outdoor billboards
08. Pamphlet or brochure in the mail
09. Public transit (bus or subway)
10. Radio
11. Television
12. Twitter
13. YouTube
14. Instagram
15. LinkedIn
16. Snapchat
17. Spotify
96. Other. specify: [TEXT]
98. Don’t remember
Q3 MAIN ELEMENTS REMEMBERED
[IF Q1 = 01] What do you remember about this ad?
[OPEN ENDED]
98. Don’t remember
CAMPAIGN-SPECIFIC QUESTIONS
ASK ALL RESPONDENTS
T1A EXPOSURE ADVERTISING VETERANS
Over the past three weeks. have you seen. read or heard any Government of Canada advertising about services and supports for Canadian Veterans (NB: for this survey. a Veteran is any former member of the Canadian Armed Forces or the RCMP).
01. Yes
02. No [GO TO T1E]
98. Do not remember/not sure [GO TO T1E]
T1B EXPOSURE ADVERTISING VETERANS – MEDIA PLATFORM
[IF T1A = 01] Where have you seen. read or heard this Government of Canada ad about services and supports for Canadian Veterans?
SELECT ALL THAT APPLY
01. Facebook
02. Internet website
03. Magazines
04. Radio
05. Twitter
06. YouTube
07. Instagram
08. LinkedIn
96. Other. specify [TEXT]
98. Don’t remember
T1C MAIN ELEMENTS REMEMBERED – VETERANS AD
[IF T1A = 01] What do you remember about this ad? What words. sounds or images come to mind?
[OPEN ENDED]
98. Don’t remember
Campaign specific attitudinal and behavioural questions
ASK ALL RESPONDENTS
T1E EXPOSURE CONTENT VETERANS – SOCIAL MEDIA
Over the past three weeks. have you seen or read content related to services and supports for Canadian Veterans on social media sites such as Facebook. YouTube. Twitter. Instagram or LinkedIn?
01. Yes
02. No
T1I ISSUES FACING VETERANS
What do you think is the biggest issue or problem facing Canadian Veterans these days?
[OPEN ENDED]
98. Don’t know
T2A AWARENESS MENTAL HEALTH CHALLENGES
To what extent are you aware of the mental health challenges faced by some Veterans?
01. Very aware
02. Somewhat aware
03. Not very aware
04. Not at all aware
99. Prefer not to say
T2B COMMONNESS MENTAL HEALTH CHALLENGES
How common do you think it is for Veterans to experience mental health challenges?
01. Very common
02. Somewhat common
03. Not very common
04. Not at all common
98. Not sure
T2C VETERANS ACCESS MENTAL HEALTH SERVICES AND SUPPORTS
How confident are you that Canada’s Veterans have access to mental health services and supports?
01. Very confident
02. Somewhat confident
03. Not very confident
04. Not at all confident
98. Not sure
T2D ORGANIZATIONS PROVIDING MENTAL HEALTH SERVICES AND SUPPORTS
As far as you know. what organizations provide information about mental health services and supports for Veterans and their families?
[OPEN ENDED]
98. Don’t know
T2E SATISFACTION VETERANS AFFAIRS CANADA COMMUNICATION
Veterans Affairs Canada offers mental health services and supports for Veterans and their families. How satisfied are you with how Veterans Affairs Canada’s communicates about services and supports available to Veterans and their families?
01. 1 – Not at all satisfied
02. 2 – Not very satisfied
03. 3 – Neither satisfied nor dissatisfied
04. 4 – Somewhat satisfied
05. 5 – Very satisfied
98. Not sure
97. Not applicable
DEMOGRAPHIC QUESTIONS
DEMOS
And in closing. a few questions that will help us to analyze the survey results.
D1 EMPLOYMENT STATUS
Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
01. Working full-time (30 or more hours per week)
02. Working part-time (less than 30 hours per week)
03. Self-employed
04. Unemployed. but looking for work
05. A student attending school full-time
06. Retired
07. Not in the workforce (full-time homemaker or unemployed but not looking for work)
08. Other employment status
D2 SCOLARITY
What is the highest level of formal education that you have completed?
SELECT ONE ONLY
01. Grade 8 or less
02. Some high school
03. High school diploma or equivalent
04. Registered apprenticeship or other trades certificate or diploma
05. College. cegep or other non-university certificate or diploma
06. University certificate or diploma below bachelor's level
07. Bachelor's degree
08. Postgraduate degree above bachelor's level
D3 CHILDREN
Are there any children under the age of 18 currently living in your household?
01. Yes
02. No
D4 INCOME
Which of the following categories best describes your total annual household income. including income from all household members. before taxes are deducted?
SELECT ONE ONLY
01. Under $20.000
02. Between $20.000 and $40.000
03. Between $40.000 and $60.000
04. Between $60.000 and $80.000
05. Between $80.000 and $100.000
06. Between $100.000 and $150.000
07. $150.000 and above
99. Prefer not to say
D4B VETERAN
Are you a Canadian Veteran. or do you personally know a Canadian Veteran? If so ... what is your relation to the Canadian Veteran?
SELECT ANY THAT APPLY
01. Yes. I am a Veteran
02. Yes. a close family member is a Veteran
03. Yes. a friend/someone else is a Veteran
04. No [SINGLE PUNCH]
05. Not sure [SINGLE PUNCH]
D4C ENROLLMENT
Are you or a member of your household currently serving in the Canadian Armed Forces or the RCMP?
SELECT ANY THAT APPLY
01. Yes. I am currently serving in the CAF/RCMP
02. Yes. a member of my household is currently serving in the CAF/RCMP
03. No [SINGLE PUNCH]
04. Not sure [SINGLE PUNCH]
D5 BIRTHPLACE
Where were you born?
01. Born in Canada
02. Born outside Canada
Specify the country: [TEXT]
99. Prefer not to say
D6 YEAR OF MOVING
ASK IF D5=BORN OUTSIDE CANADA
In what year did you first move to Canada?
[OPEN ENDED]
99. Prefer not to say
D7 LANGUAGE
What is the language you first learned at home as a child and still understand?
SELECT UP TO TWO
01. English
02. French
96. Other language. specify [TEXT]
ONLINE CLOSING PAGE
________________________________________
That concludes the survey. This survey was conducted on behalf of Veterans Affairs Canada. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey. it is greatly appreciated.
________________________________________
THNK2: We regret that your responses have shown you are ineligible to participate in this survey. Thank you for your time.
A.2.2 Post-campaign study
INTRO – INTRO
ADVERTISING CAMPAIGN EVALUATION TOOL
Veterans Affairs Canada – Mental Health campaign
Post-campaign Questionnaire
Préféreriez-vous répondre à ce questionnaire en anglais ou en français?
Would you prefer to complete the survey in English or French?
English/Anglais
Français/French
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français. veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 10 minutes to complete. This survey is being directed by Léger and is being administered according to the requirements of the Privacy Act and is registered with the Canadian Research Insights Council's (CRIC) Research Verification Service.
[START SURVEY]
Click here if you wish to verify the authenticity of this survey. To view our privacy policy. click here.
If you require any technical assistance. please click here.
WORK TYPE
a) Do you or anyone else in your household work for any of the following types of organizations?
SELECT ALL THAT APPLY
01. marketing research firm
02. A magazine or newspaper
03. An advertising agency or graphic design firm
04. A political party
05. A radio or television station
06. A public relations company
97. No. none of these types of organizations
IF “NONE OF THESE ORGANIZATIONS” CONTINUE. OTHERWISE THANK AND TERMINATE.
GENDER
b) Are you…
01. Female gender
02. Male gender
03. Gender diverse
99. Prefer not to say
YEAR BIRTH
c) In what year were you born?
Record year: [NUMBER]
ADMISSIBLE RANGE 1900-2002
IF > 2002. THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
AGE GROUP
d) In which of the following age categories do you belong?
SELECT ONE ONLY
00. Less than 18 years old
01. 18 to 24
02. 25 to 34
03. 35 to 44
04. 45 to 54
05. 55 to 64
06. 65 or older
09. I prefer not to answer
IF “LESS THAN 18 YEARS OLD” OR “BLANK”. THANK AND TERMINATE
PROVINCE
e) In which province or territory do you live?
AB. Alberta
BC. British Columbia
MB. Manitoba
NB. New Brunswick
NF. Newfoundland and Labrador
NT. Northwest Territories
NS. Nova Scotia
NU. Nunavut
ON. Ontario
PE. Prince Edward Island
QC. Quebec
SK. Saskatchewan
YK. Yukon
97. None of the above
IF NO PROVINCE OR TERRITORY IS SELECTED. THANK AND TERMINATE
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1 EXPOSURE ADVERTISING GOVERNEMENT OF CANADA
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
01. Yes
02. No [GO TO T1A]
98. Do not remember [GO TO T1A]
Q2 EXPOSURE ADVERTISING GOVERNEMENT OF CANADA – MEDIA PLATFORM
[IF Q1 = 01] Think about the most recent ad from the Government of Canada that comes to mind. Where did you see, read or hear this ad?
SELECT ALL THAT APPLY
01. Cinema
02. Facebook
03. Internet website
04. Magazines
05. Newspaper (daily)
06. Newspaper (weekly or community)
07. Outdoor billboards
08. Pamphlet or brochure in the mail
09. Public transit (bus or subway)
10. Radio
11. Television
12. Twitter
13. YouTube
14. Instagram
15. LinkedIn
16. Snapchat
17. Spotify
96. Other. specify: [TEXT]
98. Don’t remember
Q3 MAIN ELEMENTS REMEMBERED
[IF Q1 = 01] What do you remember about this ad?
[OPEN ENDED]
98. Don’t remember
CAMPAIGN-SPECIFIC QUESTIONS
ASK ALL RESPONDENTS
T1A EXPOSURE ADVERTISING VETERANS
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about services and supports for Canadian Veterans (NB: for this survey. a Veteran is any former member of the Canadian Armed Forces or the RCMP).
01. Yes
02. No [GO TO T1E]
98. Do not remember/not sure [GO TO T1E]
T1B EXPOSURE ADVERTISING VETERANS – MEDIA PLATFORM
[IF T1A = 01] Where have you seen, read or heard this Government of Canada ad about services and supports for Canadian Veterans?
SELECT ALL THAT APPLY
01. Facebook
02. Internet website
03. Magazines
04. Radio
05. Twitter
06. YouTube
07. Instagram
08. LinkedIn
96. Other. specify [TEXT]
98. Don’t remember
T1C MAIN ELEMENTS REMEMBERED – VETERANS AD
[IF T1A = 01] What do you remember about this ad? What words, sounds or images come to mind?
[OPEN ENDED]
98. Don’t remember
Campaign specific attitudinal and behavioural questions
ASK ALL RESPONDENTS
T1E EXPOSURE CONTENT VETERANS – SOCIAL MEDIA
Over the past three weeks, have you seen or read content related to services and supports for Canadian Veterans on social media sites such as Facebook, YouTube, Twitter, Instagram or LinkedIn?
01. Yes
02. No
T1I ISSUES FACING VETERANS
What do you think is the biggest issue or problem facing Canadian Veterans these days?
[OPEN ENDED]
98. Don’t know
T2A AWARENESS MENTAL HEALTH CHALLENGES
To what extent are you aware of the mental health challenges faced by some Veterans?
01. Very aware
02. Somewhat aware
03. Not very aware
04. Not at all aware
99. Prefer not to say
T2B COMMONNESS MENTAL HEALTH CHALLENGES
How common do you think it is for Veterans to experience mental health challenges?
01. Very common
02. Somewhat common
03. Not very common
04. Not at all common
98. Not sure
T2C VETERANS ACCESS MENTAL HEALTH SERVICES AND SUPPORTS
How confident are you that Canada’s Veterans have access to mental health services and supports?
01. Very confident
02. Somewhat confident
03. Not very confident
04. Not at all confident
98. Not sure
T2D ORGANIZATIONS PROVIDING MENTAL HEALTH SERVICES AND SUPPORTS
As far as you know, what organizations provide information about mental health services and supports for Veterans and their families?
[OPEN ENDED]
98. Don’t know
T2E SATISFACTION VETERANS AFFAIRS CANADA COMMUNICATION
Veterans Affairs Canada offers mental health services and supports for Veterans and their families. How satisfied are you with how Veterans Affairs Canada’s communicates about services and supports available to Veterans and their families?
01. 1 – Not at all satisfied
02. 2 – Not very satisfied
03. 3 – Neither satisfied nor dissatisfied
04. 4 – Somewhat satisfied
05. 5 – Very satisfied
98. Not sure
97. Not applicable
T2F EVOLUTION OF MENTAL HEALTH STATE
Since the beginning of the pandemic in March 2020, has your overall mental health:
01. Improved
02. Declined
03. Stayed the same
T2G MENTAL HEALTH SUPPORT
Since the start of the pandemic, have you received any support for your mental health?
01. Yes
02. No
98. Don’t know
T1H
AD RECALL
Here are some ads that have recently been broadcast
on various media. Click on “Continue” to watch the following ad.
[INSERT VIDEO, PRINT AND RADIO ADS]
[CLICK TO GO TO THE NEXT PAGE]
Over the past three weeks, have you seen, read or heard any of these ads?
01. Yes
02. No [GO TO T1J]
T1I MEDIA TYPE
Where have you seen, read or heard these ads?
SELECT ALL THAT APPLY
01. Facebook
02. Internet website
03. Magazines
04. Radio
05. Twitter
06. YouTube
07. Instagram
08. LinkedIn
09. Other, specify ___________________
98. Don’t remember
T1J CAMPAIGN UNDERSTANDING
What do you think is the main point these ads are trying to get across?
T1K ATTITUDES TOWARDS THE CAMPAIGN
Please indicate your level of agreement with the following statements about these ads?
RANDOMIZE STATEMENTS
|
|
1 Strongly Disagree |
2 |
3 |
4 |
5 Strongly Agree |
|
a. These ads catch my attention |
|
|
|
|
|
|
b. These ads are relevant to me |
|
|
|
|
|
|
c. These ads are difficult to follow |
|
|
|
|
|
|
d. These ads do not favour one political party over another |
|
|
|
|
|
|
e. These ads talk about an important topic |
|
|
|
|
|
|
f. These ads provide new information |
|
|
|
|
|
|
g. These ads clearly convey that the Government of Canada offers mental health support for Veterans and their families |
|
|
|
|
|
DEMOGRAPHIC QUESTIONS
DEMOS
And in closing, a few questions that will help us to analyze the survey results.
D1 EMPLOYMENT STATUS
Which of the following categories best describes your current employment status? Are you…
SELECT ONE ONLY
01. Working full-time (30 or more hours per week)
02. Working part-time (less than 30 hours per week)
03. Self-employed
04. Unemployed, but looking for work
05. A student attending school full-time
06. Retired
07. Not in the workforce (full-time homemaker or unemployed but not looking for work)
08. Other employment status
D2 SCOLARITY
What is the highest level of formal education that you have completed?
SELECT ONE ONLY
01. Grade 8 or less
02. Some high school
03. High school diploma or equivalent
04. Registered apprenticeship or other trades certificate or diploma
05. College, cegep or other non-university certificate or diploma
06. University certificate or diploma below bachelor's level
07. Bachelor's degree
08. Postgraduate degree above bachelor's level
D3 CHILDREN
Are there any children under the age of 18 currently living in your household?
01. Yes
02. No
D4 INCOME
Which of the following categories best describes your total annual household income, including income from all household members before taxes are deducted?
SELECT ONE ONLY
01. Under $20.000
02. Between $20.000 and $40.000
03. Between $40.000 and $60.000
04. Between $60.000 and $80.000
05. Between $80.000 and $100.000
06. Between $100.000 and $150.000
07. $150.000 and above
99. Prefer not to say
D4B VETERAN
Are you a Canadian Veteran or do you personally know a Canadian Veteran? If so ... what is your relation to the Canadian Veteran?
SELECT ANY THAT APPLY
01. Yes. I am a Veteran
02. Yes. a close family member is a Veteran
03. Yes. a friend/someone else is a Veteran
04. No [SINGLE PUNCH]
05. Not sure [SINGLE PUNCH]
D4C ENROLLMENT
Are you or a member of your household currently serving in the Canadian Armed Forces or the RCMP?
SELECT ANY THAT APPLY
01. Yes. I am currently serving in the CAF/RCMP
02. Yes. a member of my household is currently serving in the CAF/RCMP
03. No [SINGLE PUNCH]
04. Not sure [SINGLE PUNCH]
D5 BIRTHPLACE
Where were you born?
01. Born in Canada
02. Born outside Canada
Specify the country: [TEXT]
99. Prefer not to say
D6 YEAR OF MOVING
ASK IF D5=BORN OUTSIDE CANADA
In what year did you first move to Canada?
[OPEN ENDED]
99. Prefer not to say
D7 LANGUAGE
What is the language you first learned at home as a child and still understand?
SELECT UP TO TWO
01. English
02. French
96. Other language. specify [TEXT]
ONLINE CLOSING PAGE
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That concludes the survey. This survey was conducted on behalf of Veterans Affairs Canada. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey. it is greatly appreciated.
________________________________________
THNK2: We regret that your responses have shown you are ineligible to participate in this survey. Thank you for your time.