2. Background
Veterans Affairs
Canada (VAC) is responsible for delivering support services associated with
mental and physical health and wellness to current or former members of the
Canadian Armed Forces (CAF), Royal Canadian Mounted Police (RCMP), and family
members of these individuals (Veteran community). These individuals can access
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 2022-23, the
goal of the national Mental Health Services for Veterans and their Families
advertising campaign is to increase awareness among the Veteran community 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.
VAC is looking to assess the impact
of its Mental Health Services for Veterans and their Families advertising campaign
in raising awareness of the mental health services and supports available to
them and how they can be accessed. This would be done with a baseline survey to
collect information on status of awareness and use of these resources, followed
by a post-campaign survey to see the affect after the communications
intervention. This research will help to evaluate the impact of this
advertising campaign, such as:
Manner in which research is prescribed by
legislative, policy, evaluation, or litigation requirement
Manner in which research supports
government or departmental priorities
Manner in which research findings will
benefit Canadians
Alternate approaches and information
sources considered and reasons for their unsuitability
Risks associated with information
gathering and dissemination
Risks associated with failing to secure
information
The results of this research will allow VAC to evaluate the
performance of this campaign. It will also help VAC to improve any future
phases of the campaign (or similar).
The Government of Canadas Policy on Communications and
Federal Identity requires the evaluation of all advertising campaigns exceeding
$1 million in media through the Advertising Campaign Evaluation Tool (ACET).
The target
audience of the research is as follows:
· Canadians 18+
· Canadian Veterans
(including former Reservists and Rangers), CAF members, family members,
caregivers, and survivors.
· Former Royal Canadian
Mounted Police (RCMP) members, their families, and survivors.
4. Methodology
4.1 Online
Sample
This project involved two (2) waves
of surveying a baseline survey and a post-campaign survey. Both surveys were executed
online using a non-probability online panel. This is the standard approach for
all Government of Canada advertising evaluation surveys. The
initial baseline survey was conducted before the campaign launched and the
recall survey was conducted following the completion of the campaign.
Respondents for the survey samples were drawn from a trusted
partner panel vendor, Canadian Viewpoint
Inc. The baseline survey was conducted with a sample of
n=2,168 Canadians ages 18+ and the post-wave survey was conducted with a sample
of n=2,163 Canadians ages 18+. Interviews were conducted in the language of
their choice, either English or French.
For the baseline survey, a pre-test was
conducted on 20 December 2022, with 25 completes (15
English / 10 French), to confirm survey length before
fully deploying the questionnaire. An open-ended question was asked at the end
of the survey where any problems, questions, or unclear statements could be
brought to our attention. no issues were flagged. The
survey was fully launched and ran between 21 December 2022, and 3 January 2023.
For the post-wave survey, a pre-test was
conducted on February 10, 2023, with 46 completes (26 English / 20 French). An
open-ended question was asked at the end of the survey where any problems,
questions, or unclear statements could be brought to our attention. Again, no issues were flagged. The survey was fully launched and ran
between 10 February and 2 March 2023.
For both surveys, quotas were set to ensure
representation by region, age, and gender, according to the latest Census
information. Sampling targets were obtained through natural fallout. An
oversample of Veterans (including 160) was conducted per survey, n=549 in the
baseline survey and n=518 in the post-survey. The unweighted Veterans counts
are shown below.
|
Target audience
|
Baseline Survey
|
Post-wave
|
|
Canadian Veterans (including former Reservists and Rangers), CAF
members, family members, caregivers, and survivors.
|
549
|
518
|
The sampling
methodology utilized email invitations and router technology to invite
participants. Each participant received a unique URL link. This link could only
be used once, with respondents being allowed to pause during completion and
return to complete. On average, the online interviews took 10 minutes for
the baseline and post wave survey to complete.
Ipsos partnered with sub-contractor
Canadian Viewpoint Inc. Canadian Viewpoint has one of the largest consumer
panels with ~300,000 active panelists. Like Ipsos, Canadian Viewpoint uses
mixed-medium strategies (phone/online/in-person) to build its panel to allow
more representative samples. Canadian Viewpoints online consumer panel is also
recruited using post screeners during telephone surveys, Facebook, online
vetted lists and in-person studies. Incentives were not used for recruitment
purposes to ensure quality, but respondents were incentivized for completing
the survey, which is directly proportionate to the amount of time taken to
complete the survey and with comparable incentives offered by other online
panel sources.
The comprehensive background profiling data
were gathered when respondents joined the panel through screener questions,
which allowed for the targeting of respondents based on key criteria, such as
region, age, gender, education and income level, intention to buy a home within
12 months, profession, and other characteristics.
The online survey was conducted using
Computer Assisted Web Interviewing (CAWI). Every panelist opted-in or chose to
participate in research surveys. Panelists that meet the criteria we were
looking for were randomly selected and sent an email invitation to complete the
survey. Participants were offered a choice to complete the survey in either
English or French.
The survey platform was Accessibility for
Ontarians with Disabilities Act (AODA) compliant, according to Web Content
Accessibility Guidelines (WCAG 2.0AA).
Incentives and Quality Control
Measures
Canadian Viewpoint use a
multi-faceted approach to quality, integrating controls and best practices into
every phase of the process. Panel members come from diverse fully certified
sources. A dedicated team monitors performance by source using feedback loops
and continuous reporting to prevent fraud. Our dedicated team monitors the
panels for potentially fraudulent behavior, and blocks these people from ever
entering a survey via safeguards that includes:
·
A double opt-in authentication process
·
Cash incentives, in the form of cheques to
ensure confirmation of our panelist identity
·
Respondents provided us with legitimate
information about their identity and address and allow them to receive their
incentive cheque
·
Immediate examination of suspicious email
addresses, suspicious behavior, or unrealistic completion
·
Fast and permanent removal of offenders
·
Canadian Viewpoint Inc. (CVI) works with our
clients to set up customized data quality checks for the surveys that we
program. When we are providing Sample Only, the client is ultimately
responsible for setting up their own data quality checks
·
We limited invitations to 3 x a week. The average
respondent receives 1.38 surveys a month from Ipsos and completes 5 - 6 surveys
per year
·
CVI keeps the participation history, join date
and source of the respondent on file. Project analysis of such data is
available to our clients upon request
·
Proprietary Verification is a suite of quality
control procedures, including digital fingerprinting, address verification
against USPS databases (standard in the US and Canada,) and third-party
verification upon request
Sample
Weighting
The table below shows the unweighted and weighted
distributions of the online sample. Weighting was applied to the sample to
ensure that the final data reflects the general adult population by region, age,
and gender according to the 2021 Census. A Random Iterative Method (RIM) technique
was applied for weighting.
Weighted and Unweighted Online Sample
|
|
Baseline Survey
|
Post-wave Survey
|
|
|
Unweighted Sample Size
|
Weighted Sample Size
|
Unweighted Sample Size
|
Weighted Sample Size
|
|
Canada
|
2168
|
2168
|
2163
|
2163
|
|
Region
|
|
|
|
|
|
British Columbia/Territories
|
299
|
302
|
298
|
301
|
|
Alberta
|
241
|
241
|
244
|
241
|
|
Prairies
(MB/SK)
|
139
|
138
|
146
|
137
|
|
Ontario
|
828
|
841
|
876
|
839
|
|
Quebec
|
509
|
501
|
449
|
499
|
|
Atlantic
Canada
|
152
|
145
|
150
|
145
|
|
Gender
|
|
|
|
|
|
Male
|
1062
|
1051
|
1071
|
1050
|
|
Female
|
1093
|
1104
|
1082
|
1103
|
|
Diverse /
Prefer not to Answer
|
13
|
13
|
10
|
10
|
|
Age
|
|
|
|
|
|
18-34
|
531
|
580
|
545
|
582
|
|
35-54
|
686
|
699
|
706
|
697
|
|
55+
|
951
|
888
|
912
|
885
|
The figures presented in the table
above show minimal differences between the unweighted and weighted samples. As
a result of the strong representativeness of the unweighted data, the largest
weight factor that was applied for any respondent is 1.13, which is well within
acceptable ranges for a survey of the general population.
Email Statistics
For this survey, a sample router was used. Therefore,
a response rate cannot be calculated. However, the participation rate for
the baseline survey was 96% and post-wave survey was 92%. Participation
rate is calculated as follows: (qualified completes + over quota +
terminates)/click-through).
|
Completions
|
Baseline Survey
|
Post-wave Survey
|
|
Click-Through
|
3320
|
4752
|
|
- Partial
Completes
|
6
|
192
|
|
-
Terminates
|
997
|
2160
|
|
- Over
quota
|
36
|
39
|
|
Qualified
Completes
|
2168
|
2163
|
|
Participation
Rate
|
96%
|
92%
|
Non-Response
Analysis
The
results of this survey are not statistically projectable to the target
population because the sampling method used does not ensure that the sample
represents the target population with a known margin of sampling error.
Reported percentages are not generalizable to any group other than the sample
studied, and therefore no formal statistical inferences can be drawn between
the sample results and the broader target population it may be intended to reflect.
The data have been weighted to reflect the demographic composition of Canadian
adults aged 18 years and over.
The table below compares the unweighted survey samples to
the 2021 Census results by region, age, and gender. Overall, the sample is highly
representative of the national adult population.
|
|
Baseline Survey
|
Post-wave Survey
|
|
|
Unweighted Percentage
|
Census 2021 Proportions
|
Unweighted Percentage
|
Census 2021 Proportions
|
|
Region*
|
|
|
|
|
|
British
Columbia /Territories
|
14%
|
14%
|
14%
|
14%
|
|
Alberta
|
11%
|
11%
|
11%
|
11%
|
|
Prairies
(MB/SK)
|
6%
|
6%
|
7%
|
6%
|
|
Ontario
|
38%
|
39%
|
40%
|
39%
|
|
Quebec
|
23%
|
23%
|
21%
|
23%
|
|
Atlantic
|
7%
|
7%
|
7%
|
7%
|
|
Gender*
|
|
|
|
|
|
Male
|
49%
|
49%
|
50%
|
49%
|
|
Female
|
50%
|
51%
|
50%
|
51%
|
|
Diverse /
Prefer not to Answer
|
1%
|
<1%
|
<1%
|
<1%
|
|
Age*
|
|
|
|
|
|
18-34
|
24%
|
27%
|
25%
|
27%
|
|
35-54
|
32%
|
32%
|
33%
|
32%
|
|
55+
|
44%
|
41%
|
42%
|
41%
|
* Denotes
variables included in the weighting scheme.
Differences among the variables used in the weighting scheme
are minimal. The distribution in the sample is consistent, with only slight differences
observed between the unweighted percentages and the 2021 Census data.
4.1 English Baseline Questionnaire
Thank you for taking the time to complete this survey dealing
with current issues of interest to Canadians. Si vous prιfιrez
rιpondre au sondage en franηais, veuillez cliquer sur franηais [SWITCH TO
FRENCH VERSION].
Your participation is voluntary, and your responses will be
kept entirely confidential. The survey takes about 7 minutes to complete.
This survey is being directed by Ipsos and Canadian View Point Inc. 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 (20221212-IP259). To view our privacy policy, click here.
Authenticity:
EN: https://www.canadianresearchinsightscouncil.ca/rvs/home/
FR: https://www.canadianresearchinsightscouncil.ca/rvs/home/?lang=fr
Privacy policy:
English: Privacy & Data Protection | Ipsos
French : Confidentialitι et protection des donnιes
personnelles | Ipsos
If you require any technical assistance, please contact Daniel.kunasingam@ipsos.com.
a)
Do you or anyone else in your household work for any of
the following types of organizations?
SELECT
ALL THAT APPLY
o A
marketing research firm
o A magazine
or newspaper
o An
advertising agency or graphic design firm
o A
political party
o A radio or
television station
o A public
relations company
o No, none
of these types of organizations
IF
NONE OF THESE ORGANIZATIONS CONTINUE, OTHERWISE THANK AND TERMINATE.
b)
Are you
o
Male
gender
o
Female
gender
o
Gender
diverse
o Prefer not
to say
c)
In what year were you born?
OPTIONAL
_________
YYYY
ADMISSIBLE RANGE 1900-2004
IF > 2004, THANK AND TERMINATE
ASK
D IF QUESTION C IS LEFT BLANK
d)
In
which of the following age categories do you belong?
SELECT ONE ONLY
o
Less
than 18 years old
o
18
to 24
o
25
to 34
o
35
to 44
o
45
to 54
o
55
to 64
o 65 or
older
IF
LESS THAN 18 YEARS OLD OR BLANK, THANK AND TERMINATE
e)
In
which province or territory do you live?
SELECT ONE ONLY
o
Alberta
o
British
Columbia
o
Manitoba
o
New
Brunswick
o
Newfoundland
and Labrador
o
Northwest
Territories
o
Nova
Scotia
o
Nunavut
o
Ontario
o
Prince
Edward Island
o
Quebec
o
Saskatchewan
o Yukon
o Do not
live in Canada TERM
D4B 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
o
Yes,
I am a Veteran
o
Yes,
a close family member is a Veteran
o
Yes,
a friend/someone else is a Veteran
o
No
[SINGLE PUNCH]
o
Not
sure [SINGLE PUNCH]
D4C Are
you or a member of your household currently serving in the Canadian Armed
Forces (CAF) or the RCMP?
SELECT
ANY THAT APPLY
o
Yes,
I am currently serving in the CAF/RCMP
o
Yes,
a member of my household is currently serving in the CAF/RCMP
o
No
[SINGLE PUNCH]
o
Not
sure [SINGLE PUNCH]
Quota: Identify the Veteran
community: D4B = 1 or 2 OR D4C = 1 or 2
D4D
Are/were you or a member of your household a member of a Veterans
organization?
SELECT ANY THAT APPLY
o
Yes,
I am currently a member of a Veterans organization
o
Yes,
a member of my household is currently a member of a Veterans organization
o
Yes,
I was at one time a member of a Veterans organization
o
Yes,
a member of my household was at one time a member of a Veterans organization
o
No
[SINGLE PUNCH]
o
Not
sure [SINGLE PUNCH]
CORE QUESTIONS
ASK
ALL RESPONDENTS
Q1 Over the past three weeks, have you
seen, read or heard any advertising from the Government of Canada?
o
Yes
o No/do not
remember GO TO T1A
Q2 Deleted
Q3 Think about the most recent ad from the
Government of Canada that comes to mind. What do you remember about this ad?
o
[RECORD]
o Dont
remember
CAMPAIGN
SPECIFIC QUESTIONS
ASK ALL RESPONDENTS
T1A 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 CAF or the RCMP).
o
Yes
o
No
GO TO T1E
o
Do
not remember/not sure GO TO T1E
T1B Where have you seen, read or heard this Government
of Canada ad about services and supports for Canadian Veterans?
SELECT ALL THAT APPLY RANDOMIZE
o
Facebook
o
Internet
website
o
Magazines
o
Radio
o
Twitter
o
YouTube
o
Instagram
o
LinkedIn
o Other,
specify ___________________ANCHOR
o Dont
remember EXCLUSIVE, ANCHOR
T1C What do you remember about this ad? What
words, sounds or images come to mind?
o
[RECORD]
o
Dont
remember
CAMPAIGN
SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS
ASK ALL RESPONDENTS
T1E Over the past three weeks, have you seen
or read information related to services and supports for Canadian Veterans on VAC's
Veterans Affairs Canada website (veterans.gc.ca) or on its social media sites
such as Facebook, YouTube, Twitter, Instagram, or LinkedIn?
MULTI SELECT
o
Yes,
on the verterans.gc.ca website
o
Yes,
on social media sites such as Facebook, YouTube, Twitter, Instagram, or
LinkedIn
o
No
EXCLUSIVE
T1I What do you think is the biggest issue
or problem facing Canadian Veterans these days?
o RECORD
o Dont know
T2A To what extent are you aware of any
mental health challenges faced by some Veterans?
o
Very
aware
o
Somewhat
aware
o
Not
very aware
o
Not
at all aware
o
Prefer
not to say
T2B How common do you think it is for
Veterans to experience mental health challenges?
o
Very
common
o
Somewhat
common
o
Not
very common
o
Not
at all common
o
Not
sure
T2C How
confident are you that Canadas Veterans have access to mental health
services and supports?
o
Very
confident
o
Somewhat
confident
o
Not
very confident
o
Not
at all confident
o
Not
sure
T2D As
far as you know, which organizations can Veterans and their families go to for
help accessing mental health services and supports?
o
RECORD
o
Dont
know
T2E As you may know, Veterans Affairs Canada
offers mental health services and supports for Veterans and their families. How
satisfied are you with how Veterans Affairs Canadas communicates about
services and supports available to Veterans and their families?
o
1
Not at all satisfied
o
2
Not very satisfied
o
3
Neither satisfied nor dissatisfied
o
4
Somewhat satisfied
o
5
Very satisfied
o
Not
sure
o
Not
applicable
o
DEMOGRAPHIC QUESTIONS
DEMOS
And in closing, a few questions that will help us to analyze the
survey results.
D1 Which of the following categories best
describes your current employment status? Are you
SELECT ONE ONLY
o
Working
full-time (30 or more hours per week)
o
Working
part-time (less than 30 hours per week)
o
Self-employed
o
Unemployed,
but looking for work
o
A
student attending school full-time
o
Retired
o
Not
in the workforce (full-time homemaker or unemployed but not looking for work)
o Other
employment status
D2 What is the highest level of formal
education that you have completed?
SELECT ONE ONLY
o
Grade
8 or less
o
Some
high school
o
High
school diploma or equivalent
o
Registered
apprenticeship or other trades certificate or diploma
o
College,
CEGEP or other non-university certificate or diploma
o
University
certificate or diploma below bachelor's level
o
Bachelor's
degree
o Postgraduate
degree above bachelor's level
D3 Are there any children under the age of
18 currently living in your household?
o Yes
o No
D4 Which of the following categories best
describes your total annual household income, including income from all
household members, before taxes are deducted?
SELECT ONE ONLY
o
Under
$20,000
o
Between
$20,000 and $40,000
o
Between
$40,000 and $60,000
o
Between
$60,000 and $80,000
o
Between
$80,000 and $100,000
o
Between
$100,000 and $150,000
o
$150,000
and above
o Prefer not
to say
D5 Where were you born?
o Born in Canada
o Born outside Canada
Specify the country:
_________________________
o Prefer not
to say
ASK IF D5=BORN OUTSIDE CANADA
D6 In what year did you first move to
Canada?
o
RECORD
YEAR
o Prefer not
to say
D7 What is the language you first learned
at home as a child and still understand?
SELECT UP TO TWO
o
English
o
French
o Other language, specify ___________________
D8 What is your preferred language to speak at home?
o
English
o
French
o Other language, specify ___________________
D9 What language do most people use in your
neighbourhood/community?
o
English
o
French
o Other language, specify ___________________
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.
Termination Note: We regret that
your responses have shown you are ineligible to participate in this survey.
Thank you for your time.
4.2 English Post-Wave
Questionnaire
Thank you for taking the time to complete this survey dealing
with current issues of interest to Canadians. Si vous prιfιrez
rιpondre au sondage en franηais, veuillez cliquer sur franηais
[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 Ipsos and Canadian View Point Inc. 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 (20221212-IP259). To view our privacy policy, click here.
Authenticity :
EN: https://www.canadianresearchinsightscouncil.ca/rvs/home/
FR: https://www.canadianresearchinsightscouncil.ca/rvs/home/?lang=fr
Privacy policy :
English: Privacy & Data
Protection | Ipsos
French: Confidentialitι et
protection des donnιes personnelles | Ipsos
If you require any technical
assistance, please contact Daniel.kunasingam@ipsos.com.
f)
Do you or anyone else in your household work for any of
the following types of organizations?
SELECT
ALL THAT APPLY
o A
marketing research firm
o A magazine
or newspaper
o An
advertising agency or graphic design firm
o A
political party
o A radio or
television station
o A public
relations company
o No, none
of these types of organizations
IF
NONE OF THESE ORGANIZATIONS CONTINUE, OTHERWISE THANK AND TERMINATE.
g)
Are you
o
Male
gender
o
Female
gender
o
Gender
diverse
o Prefer not
to say
h)
In what year were you born? OPTIONAL
_________
YYYY
ADMISSIBLE RANGE 1900-2004
IF > 2004, THANK AND TERMINATE
ASK
D IF QUESTION C IS LEFT BLANK
i)
In which of the following age categories do you belong?
SELECT ONE ONLY
o
Less
than 18 years old
o
18
to 24
o
25
to 34
o
35
to 44
o
45
to 54
o
55
to 64
o 65 or
older
IF
LESS THAN 18 YEARS OLD OR BLANK, THANK AND TERMINATE
j)
In which province or territory do you live?
SELECT ONE ONLY
o
Alberta
o
British
Columbia
o
Manitoba
o
New
Brunswick
o
Newfoundland
and Labrador
o
Northwest
Territories
o
Nova
Scotia
o
Nunavut
o
Ontario
o
Prince
Edward Island
o
Quebec
o
Saskatchewan
o Yukon
o Do not
live in Canada TERM
D4B 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
o
Yes,
I am a Veteran
o
Yes,
a close family member is a Veteran
o
Yes,
a friend/someone else is a Veteran
o
No
[SINGLE PUNCH]
o
Not
sure [SINGLE PUNCH]
D4C Are
you or a member of your household currently serving in the Canadian Armed
Forces (CAF) or the RCMP?
SELECT
ANY THAT APPLY
o Yes, I am
currently serving in the CAF/RCMP
o
Yes,
a member of my household is currently serving in the CAF/RCMP
o
No
[SINGLE PUNCH]
o
Not
sure [SINGLE PUNCH]
[Quota: Identify the Veteran
community: D4B = 1 or 2 OR D4C = 1 or 2]
D4D
Are/were you or a member of your household a member of a Veterans
organization?
SELECT ANY THAT APPLY
o
Yes,
I am currently a member of a Veterans organization
o
Yes,
a member of my household is currently a member of a Veterans organization
o
Yes,
I was at one time a member of a Veterans organization
o
Yes,
a member of my household was at one time a member of a Veterans organization
o
No
[SINGLE PUNCH]
o
Not
sure [SINGLE PUNCH]
CORE QUESTIONS
ASK
ALL RESPONDENTS
Q1 Over the past three weeks, have you
seen, read or heard any advertising from the Government of Canada?
o
Yes
o No/do not
remember GO TO T1A
Q3 Think about the most recent ad from the
Government of Canada that comes to mind. What do you remember about this ad?
o
[RECORD]
o Dont
remember
CAMPAIGN
SPECIFIC QUESTIONS
ASK ALL RESPONDENTS
T1A 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 CAF or the RCMP).
o
Yes
o
No
GO TO T1E
o
Do
not remember/not sure GO TO T1E
T1B Where have you seen, read or heard this Government
of Canada ad about services and supports for Canadian Veterans?
SELECT ALL THAT APPLY RANDOMIZE
o
Facebook
o
Internet
website
o
Magazines
o
Radio
o
Twitter
o
YouTube
o
Instagram
o
LinkedIn
o Other,
specify ___________________ANCHOR
o Dont
remember EXCLUSIVE, ANCHOR
T1C What do you remember about this ad? What
words, sounds or images come to mind?
o
[RECORD]
o
Dont
remember
CAMPAIGN
SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS
ASK ALL RESPONDENTS
T1E Over the past
three weeks, have you seen or read information related to services and supports
for Canadian Veterans on Veterans Affairs Canada website (veterans.gc.ca) or on
its social media sites such as Facebook, YouTube, Twitter, Instagram, or
LinkedIn?
MULTI SELECT
o
Yes,
on the verterans.gc.ca website
o
Yes,
on social media sites such as Facebook, YouTube, Twitter, Instagram, or
LinkedIn
o
No
EXCLUSIVE
T1I What do you think is the biggest issue
or problem facing Canadian Veterans these days?
o RECORD
o Dont know
T2A To what extent are you aware of any mental
health challenges faced by some Veterans?
o
Very
aware
o
Somewhat
aware
o
Not
very aware
o
Not
at all aware
o
Prefer
not to say
T2B How common do you think it is for
Veterans to experience mental health challenges?
o
Very
common
o
Somewhat
common
o
Not
very common
o
Not
at all common
o
Not
sure
T2C How
confident are you that Canadas Veterans have access to mental health services
and supports?
o
Very
confident
o
Somewhat
confident
o
Not
very confident
o
Not
at all confident
o
Not
sure
T2D As far as you know, which organizations can Veterans and
their families go to for help accessing mental health services and supports?
o
RECORD
o
Dont
know
T2E As
you may know, Veterans Affairs Canada offers mental health services and
supports for Veterans and their families. How satisfied are you with how
Veterans Affairs Canada communicates about services and supports available to
Veterans and their families?
o
1
Not at all satisfied
o
2
Not very satisfied
o
3
Neither satisfied nor dissatisfied
o
4
Somewhat satisfied
o
5
Very satisfied
o Not sure
o
Not
applicable
T1H: Here are some ads that
have recently been broadcast on various media. Please ensure that your volume
is turned on. Click here to watch.
[Randomize Ads]
[INSERT 15 SEC VIDEO AD]
[CLICK TO GO TO THE NEXT PAGE]
[INSERT PRINT AD]
[CLICK TO GO TO THE NEXT PAGE]
[INSERT RADIO AD]
[CLICK TO GO TO THE NEXT PAGE]
Over the past three weeks, have
you seen, read or heard any of these ads?
o yes
o no [=> GO TO T1J]
T1I: Where have you seen, read
or heard these ads?
SELECT
ALL THAT APPLY - Randomize
o
Cinema
o
Facebook
o
Internet
website
o
Magazines
o
Radio
o
Twitter
o
YouTube
o
Instagram
o
LinkedIn
o Other,
specify _________ANCHOR
o Dont
remember EXCLUSIVE, ANCHOR
o
T1J: What do you think is the main
point these ads are trying to get across?
o
[RECORD]
T1K: Please indicate your level
of agreement with the following statements about these ads?
RANDOMIZE STATEMENTS
|
|
1
Strongly Disagree
|
2
|
3
|
4
|
5
Strongly Agree
|
|
These ads catch my attention
|
o
|
o
|
o
|
o
|
o
|
|
These ads are relevant to me
|
o
|
o
|
o
|
o
|
o
|
|
These ads are difficult to follow
|
o
|
o
|
o
|
o
|
o
|
|
These ads do not favour one political party over another
|
o
|
o
|
o
|
o
|
o
|
|
These ads talk about an important topic
|
o
|
o
|
o
|
o
|
o
|
|
These ads provide new information
|
o
|
o
|
o
|
o
|
o
|
|
These ads clearly convey that the Government of Canada
provides mental health assistance for members of the Armed Forces and RCMP
|
o
|
o
|
o
|
o
|
o
|
T1L: [ASK IF YES IN T1H] Which of the following actions
did you take as a result of seeing/hearing this advertising? [ACCEPT MULTIPLE
RESPONSES]
o Thought about how members of the Canadian Armed Forces and RCMP can
face mental health challenges
o Talked to a friend/family member about mental health challenges
o Looked online for more information
o Visited Veterans.gc.ca
o Other, specify (try to be as specific as you can): _______
o I did not do anything as a result of seeing the advertising
DEMOGRAPHIC
QUESTIONS
DEMOS
And in closing, a few questions that will help us to analyze the
survey results.
D1 Which of the following categories best
describes your current employment status? Are you
SELECT ONE ONLY
o
Working
full-time (30 or more hours per week)
o
Working
part-time (less than 30 hours per week)
o
Self-employed
o
Unemployed,
but looking for work
o
A
student attending school full-time
o
Retired
o
Not
in the workforce (full-time homemaker or unemployed but not looking for work)
o Other
employment status
D2 What is the highest level of formal
education that you have completed?
SELECT ONE ONLY
o
Grade
8 or less
o
Some
high school
o
High
school diploma or equivalent
o
Registered
apprenticeship or other trades certificate or diploma
o
College,
CEGEP or other non-university certificate or diploma
o
University
certificate or diploma below bachelor's level
o
Bachelor's
degree
o Postgraduate
degree above bachelor's level
D3 Are there any children under the age of
18 currently living in your household?
o Yes
o No
D4 Which of the following categories best
describes your total annual household income, including income from all
household members, before taxes are deducted?
SELECT ONE ONLY
o
Under
$20,000
o
Between
$20,000 and $40,000
o
Between
$40,000 and $60,000
o
Between
$60,000 and $80,000
o
Between
$80,000 and $100,000
o
Between
$100,000 and $150,000
o
$150,000
and above
o Prefer not
to say
D5 Where were you born?
o Born in Canada
o Born outside Canada
Specify the country:
_________________________
o Prefer not
to say
ASK IF D5=BORN OUTSIDE CANADA
D6 In what year did you first move to
Canada?
o
RECORD
YEAR
o Prefer not
to say
D7 What is the language you first learned
at home as a child and still understand?
SELECT UP TO TWO
o English
o
French
o Other language, specify ___________________
D8 What is your preferred language to speak at home?
o
English
o
French
o Other language, specify ___________________
D9 What language do most people use in your neighbourhood/community?
o
English
o
French
o Other language, specify ___________________
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.
Termination Note: We regret that
your responses have shown you are ineligible to participate in this survey.
Thank you for your time.
