Baseline and
Post-Campaign Advertising Campaign Evaluation Tool for the Mental Health Ad
Campaign 2022-2023
Executive
Summary
Prepared for Veterans Affairs Canada
Supplier name: Ipsos Public Affairs
Contract Number: CW2265609
Contract value: $58,343.54
Award Date: 16 December 2022
Delivery Date: 30 March 2023
Registration
number: POR 098-22
For more
information on this report, please contact Veterans Affairs Canada at:
commsresearch-commsrecherche@veterans.gc.ca.
Ce rapport est aussi disponible en français
POLITICAL
NEUTRALITY STATEMENT
I hereby certify as Senior Officer of Ipsos that the deliverables
fully comply with the Government of Canada political neutrality requirements
outlined in the Communications Policy of the Government of Canada and
Procedures for Planning and Contracting Public Opinion Research. Specifically,
the deliverables do not include information on electoral voting intentions,
political party preferences, standings with the electorate or ratings of the
performance of a political party or its leaders.
Mike Colledge
President
Ipsos Public Affairs
Baseline and Post-Campaign ACET for the
Mental Health Ad Campaign 2022-2023
Executive Summary
Prepared for Veterans Affairs Canada
Supplier name: Ipsos Public Affairs
March 2023
This public opinion research report
presents the methodology of the Baseline and Post-Campaign ACET for the Mental
Health Ad Campaign 2022-2023 online survey conducted by Ipsos Public Affairs on
behalf of Veterans Affairs Canada. The baseline survey was conducted with a
sample of n=2,168 Canadians ages 18+ between 20 December 2022, and 3 January2023,
and the post-wave survey was conducted with a sample of n=2,163 Canadians ages 18+ between 10 February and 2
March 2023.
Cette publication est aussi disponible en français sous le titre : Référence et post-campagne ACET pour la
Campagne Médiatique sur la Santé Mentale 2022-2023
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
or at:
Veterans Affairs Canada
161 Grafton Street
Charlottetown PE
C1A 8M9
Catalogue Number:
V44-21/2023E-PDF
International Standard Book Number
(ISBN):
978-0-660-49544-6
Related publications (registration
number: POR 098-22)
Catalogue Number V44-21/2023F-PDF
(Final Report, French)
ISBN 978-0-660-49545-3
1. 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 Canada’s Policy on Communications and
Federal Identity requires the evaluation of all advertising campaigns exceeding
$1 million in media through the Advertising Campaign Evaluation Tool (ACET).
The target audience
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.
3. Methodology
3.1 Online
Sample
This project involved two (2) waves
of surveying – a baseline survey and a post-campaign survey. Both surveys were executed
online using a non-probability online panel. This is the standard approach for
all Government of Canada advertising evaluation surveys. The
initial baseline survey was conducted before the campaign launched and the
recall survey was conducted following the completion of the campaign.
Respondents for the survey samples were drawn from a trusted
partner panel vendor, Canadian Viewpoint
Inc. The baseline survey was conducted with a sample of
n=2,168 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.