Does anyone in your household work for any of the following organizations?
1 = A marketing research firm
2 = A magazine or newspaper
3 = An advertising agency or graphic design firm
4 = A political party
5 = A radio or television station
6 = A public relations company
7 = The federal or provincial government
9 = None of these organizations

What is your gender?
1 = Male
2 = Female
3 = Other
9 = Prefer not to answer

In what year were you born?
1 = Please specify
9 = Prefer to not answer

In which of the following age categories do you belong?
1 = less than 18 years old
2 = 18 to 24
3 = 25 to 34
4 = 35 to 44
5 = 45 to 54
6 = 55 to 64
7 = 65 or older
99 = Prefer not to answer

In which province or territory do you live?
1 = Alberta
2 = British Columbia
3 = Manitoba
4 = New Brunswick
5 = Newfoundland and Labrador
6 = Northwest Territories
7 = Nova Scotia
8 = Nunavut
9 = Ontario
10 = Prince Edward Island
11 = Quebec
12 = Saskatchewan
13 = Yukon
99 = Prefer not to answer

Are you a Canadian Veteran, or do you personally know a Canadian Veteran? If so ... what is your relation to the Canadian Veteran?
1 = Yes, I am a Veteran
2 = Yes, a close family member is a Veteran
3 = Yes, a friend/someone else is a Veteran
4 = Yes, a caregiver
8 = No
9 = Not sure

Are you or a member of your household currently serving in the Canadian Armed Forces (CAF) or the RCMP?
1 = Yes, I am currently serving in the CAF/RCMP
2 = Yes, a member of my household is currently serving in the CA
8 = No
9 = Not sure

Are/were you or a member of your household a member of a Veterans' organization?
1 = Yes, I am currently a member of a Veterans organization
2 = Yes, a member of my household is currently a member of a Vet
3 = Yes, I was at one time a member of a Veterans organization
4 = Yes, a member of my household was at one time a member of a
8 = No
9 = Not sure

Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
1 = Yes
2 = No

Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
3 = WASTE OF TAX PAYERS MONEY, MISLEADING/FALSE/PROPAGANDA, SELF
4 = ELECTIONS, VOTING, UPCOMING ELECTIONS, REFERENDUM, ELECTION
5 = TAX REFORM/CHANGES, TAX CREDITS, TAX RATES, REMINDERS ABOUT
10 = PRIME MINISTER FEATURED/SPEAKING ON SUBJECTS
13 = PROMOTION OF WHAT GOVERNMENT IS DOING FOR CANADA/PEOPLE, CHA
17 = MILITARY RELATED, RECRUITMENT FOR ARMED FORCES,
22 = U.S.A/CANADA ECONOMIC CONCERNS, EXPORT/IMPORT, TRADE DEALS
23 = POLITICAL AD, NEGATIVES TOWARDS POLITICAL PARTIES/POSITIVES
25 = IMMIGRATION/CITIZENSHIP REFORM, CHANGES TO LAWS
26 = HEALTH CARE RELATED, VACCINES, INCLUDES MENTAL HEALTH
29 = CANADA LOGO/MUSIC AT THE END, GOVERNMENT OF CANADA LOGO
32 = EMPLOYMENT OPPORTUNITIES, TRAINING PROGRAMS/UPGRADING TRAINI
33 = ENVIRONMENT, CLIMATE CHANGE, INCLUDES CARBON TAX, POLICY/REG
34 = CANNABIS USE AND DRIVING, DANGERS OF DRIVING AFTER CONSUMPTI
36 = HEALTH CONCERNS ABOUT CANNABIS USE, DANGERS OF/SAFE USE
40 = WAR/HISTORICAL EVENTS, SPECIFIC, COMMEMORATIVE EVENTS/MEMORA
42 = SENIORS (PENSIONS, BENEFITS, SUPPORTS, NEW DENTAL PLAN...)
43 = PERSONAL BANKING/FINANCE; SAVINGS PROTECTION, INSURANCE, INT
45 = PRIVACY OF INFORMATION CONCERNS, GOVERNMENT OBTAINING INFORM
48 = EDUCATION RELATED (STUDENT LOANS/RESP, CLASSROOM SIZES)
51 = ROYAL CANADIAN MINT, COMMEMORATIVE COINS
55 = MENTAL HEALTH/SUPPORT FOR CAF VETERANS (INCLUDES RCMP)
61 = QUEBEC'S LEGAL AGE FOR CANNABIS USE CHANGING TO 21
62 = ALBERTA ISSUES: JOBS/ECONOMY, WEXIT/RELATIONS WITH OTHER PRO
63 = COVID-19 ASSISTANCE TO WORKERS/UNEMPLOYED, CERB/EI CHANGES
67 = COVID-19 ECONOMY/BUSINESS RELATED, CEWS/SUBSIDIES TO BUSINES
69 = DISINFORMATION CAMPAIGN/SPREADING FALSE INFORMATION ON LINE
74 = WHERE THEY SAW THE AD (NOTHING ELSE SPECIFIED)

Where have you seen, read or heard this ad about services for Veterans?
1 = Print magazine
2 = Internet website
3 = LinkedIn
4 = Online news sites
5 = TikTok
6 = YouTube
7 = Web search (e.g. Google, Bing)
8 = Digital billboard
9 = Doctor's office
10 = Transit (e.g. Inside/outside bus/subway or bus shelter)
11 = Highway billboard
12 = Shopping mall
13 = Pharmacy
16 = NEWS APPL
17 = E-MAIL
18 = REMEMBRANCE EVENTS, CAMPAIGNS FOR VETERANS, COMMEMORATIVE IN
19 = RADIO
20 = TELEVISION
77 = Other (please specify)
97 = OTHER
98 = Prefer not to say, NO RESPONSE
99 = None of the above

What do you remember about this ad?
5 = Boats/planes/tanks of the Canadian Forces
8 = Modern soldiers in Afghanistan, MODERN DAY SOLDIERS/CURRENT
13 = Children/youth at Remembrance Day ceremonies
16 = Poppies (poppy campaigns/importance of our support), NEW POP
17 = General message of supporting / honouring / remembering Vete
21 = Specific war footage / images of World War I and World War I
23 = Soldiers leaving boat and entering water
25 = SUPPORT/BENEFITS/JOBS/HEALTH CARE FOR VETERANS AND RETURNING
26 = REMEMBRANCE DAY, ARMISTICE DAY CEREMONIES/PARADES)
27 = ROYAL CANADIAN LEGION (GETTING PEOPLE INVOLVED)
31 = VETS (GENERALLY, STANDING/IN UNIFORM, PHOTOS/PICTURES)
33 = SITES/MEMORIALS/SYMBOLS FOR SOLDIERS (CENOTAPHS, WHITE CROSS
34 = PERCEIVED ATTRIBUTES OF SOLDIERS (BRAVERY, COMMITTMENT, COUR
35 = OTHER CAMPAIGNS TO RAISE MONEY/AWARENESS/CHARITY ORGS (LICEN
36 = Different images of soldiers (black & white)
37 = EMOTIONAL IMAGES (SORROW, HARDSHIP, VICTIMS, TRAGEDY...)
39 = SACRIFICES THEY MADE/ FOUGHT FOR OUR COUNTRY/FREEDOM, WHAT T
41 = PAST AND PRESENT VETS, NOT JUST OLDER, THERE ARE YOUNGER VET
44 = IMAGES OF AGING PEOPLE/MEN, ELDERLY PEOPLE, AGING/GETTING OL
47 = EVOKING PATRIOTISM, PRIDE, UNITY, CANADIAN PATRIOTIC SYMBOLS
48 = SOLDIERS COMING HOME INJURED/PTSD, VETS IN WHEELCHAIRS
51 = FAMILY MEMBERS WHO ARE VETS, PERSONAL MEMORIES
52 = WWII (VETS FROM /FOOTAGE OF/SOLDIERS IN)
54 = TAGLINES, VARIATIONS OF REMEMBER (EX: WE WILL REMEMBER, REME
55 = OLDER/AGING VETS, NOT MANY OF THEM AROUND ANYMORE
56 = HONOUR, RESPECT, SUPPORT, PRIDE (SOLE MENTIONS)
57 = GOV'T PROMOTION OF AGENDA, HYPOCRITICAL OF CONSERVATIVES
58 = KOREAN WAR (VETS FROM /FOOTAGE OF/SOLDIERS IN)
59 = UNIFORMS AND PARTS OF UNIFORMS SPECIFIED (BERETS, MEDALS DEC
60 = VETS WITH KIDS, INTERACTING WITH CHILDREN, SCENES WITH THEM
64 = LIBERAL PROMISES, REOPENING CENTRES/SERVICES, ELECTION CAMPA
65 = SOLDER SHOT AT MEMORIAL, ACTS OF TERRORISM
66 = POPPY FUNDS NOT GOING TOWARDS VETS, USE OF FUNDS
68 = YOUNG GIRL ON THE BUS COMMERCIAL, SPECIFIC IMAGES, POPPY BEI
72 = VIRTUAL POPPY, USING TAP TO DONATE TO POPPY FUND/NEW METHODS
80 = SUPPORT THE TROOPS/SOLDERS, RESPECT FOR MILITARY
81 = DIVERSITY OF VETERANS (WOMEN/ETHNIC GROUPS)
84 = COVID-19 RELATED CHANGES/MEASURES TO CEREMONIES, COVID-19 CO
96 = OTHER VETERAN RESPONSES (SINGLE MENTION ONLY)

Over the past three weeks, have you seen or read information related to services and supports for Canadian Veterans on the VAC website (veterans.gc.ca) or on VAC social media sites such as YouTube, TikTok or LinkedIn?
1 = Yes, on the veterans.gc.ca website
2 = Yes, on Canada.ca
3 = Yes, on social media sites such as YouTube, TikTok or Linked
9 = No

What do you think is the biggest issue or problem facing Canadian Veterans these days?
1 = Please specify
2 = MENTAL/PTSD, EMOTIONAL HEALTH
3 = FINANCIAL/PENSIONS, ADEQUATE INCOME TO LIVE ON
4 = LACK OF SUPPORT FROM GOVERNMENT, DIFFICULTY ACCESSING SERVIC
5 = PHYSICAL/MENTAL HEALTH (BOTH MENTIONED)
6 = EMPLOYMENT SERVICES, JOB SKILLS/TRAINING, TRANSFERRING SKILL
7 = LACK OF RECOGNITION/AWARENESS/ACKNOWLEDGEMENT FOR WHAT THEY
8 = DIFFICULTY TRANSITIONING INTO CIVILIAN LIFE/REGULAR SOCIETY
9 = Don't know
10 = WAR/CONFLICTS/TERRORISM, TOO MUCH WAR IN THE WORLD
11 = ISOLATION, SOLITUDE
12 = INADEQUATE FUNDING/SUPPORT TOWARDS CAF (LACK OF TRAINING, LA
13 = SAME ISSUES AS CIVILIANS/ANYBODY
14 = LOW RECRUITMENT RATES
15 = HEALTH/MEDICAL/INJURIES (GENERAL MENTION)
16 = DANGERS OF THE JOB (GETTING INJURED, POSSIBILITY OF DEATH)
17 = QUALITY OF LIFE (GENERAL MENTION)
18 = GETTING OLDER/AGING VETS
19 = HOUSING/AFFORDABLE HOUSING (INCLUDES LONG TERM CARE FACILITI
97 = OTHER

How common do you think it is for Veterans to experience challenges finding services and supports?
1 = Very common
2 = Somewhat common
3 = Not very common
4 = Not at all common
9 = Not sure

How confident are you that Canada's Veterans have access to various services and supports?
1 = Very confident
2 = Somewhat confident
3 = Not very confident
4 = Not at all confident
9 = Not sure

As far as you know, which organizations can Veterans and their families go to for help accessing services and supports?
1 = Please specify
2 = Royal Canadian Legion
3 = Aboriginal Veterans Autochtones (AVA)
4 = National Council of Veteran Associations (NCVA)
5 = NATO Veterans Organization of Canada (NVOC)
6 = Canadian Association of Veterans in United Nations Peacekeep
7 = Canadian Peacekeeping Veterans Association (CPVA)
8 = Veterans UN-NATO Canada
9 = Don't know
10 = Persian Gulf Veterans of Canada
11 = National Association of Federal Retirees
12 = Rainbow Veterans of Canada
13 = Rwanda Veterans Association of Canada
14 = Servicewomen's Salute - Hommages aux Femmes Militaires Canad
15 = Mission Old Brewery
17 = Canadian Institute for Military and Veteran Health Research
21 = Military Family Resource Centre
22 = VETERANS AFFAIRS CANADA
23 = CAF/RCMP/DND SERVICES
25 = HEALTH INSURANCE AGENCIES (BLUE CROSS, SUN LIFE...)
26 = FEDERAL GOVERNMENT
27 = PROVINCIAL GOVERNMENT
28 = VETERAN'S FOOD BANKS/FOOD BANKS
29 = MP/LOCAL GOVERNMENT
30 = SERVICE CANADA
31 = WOUNDED WARRIOR
32 = VETERANS HOSPITALS, HOSPITALS/DOCTORS
33 = CLSC
34 = VETS CANADA (VETERANS EMERGENCY TRANSITION SERVICES CANADA)
35 = SALVATION ARMY
36 = THE WAR AMPS
37 = OTHER CHARITY/NON PROFIT ORGANIZATIONS (UNITED WAY, LION'S C
38 = VETERAN'S ASSOCIATIONS/ORGANIZATIONS (GENERAL MENTION)
39 = LACK OF GOVERNMENT SUPPORT FOR VETERANS
97 = OTHER

As you may know, Veterans Affairs Canada offers 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?
1 = 1 – Very dissatisfied
2 = 2 – Somewhat dissatisfied
3 = 3 – Neither satisfied nor dissatisfied
4 = 4 – Somewhat satisfied
5 = 5 – Very satisfied
8 = Not sure
9 = Not applicable

Are you aware of Government of Canada programs and services for Veterans, CAF members, and their families?
1 = Very aware
2 = Somewhat aware
3 = Not very aware
4 = Not at all aware
9 = Prefer not to answer

Would you know where to obtain Government of Canada information on programs and services for Veterans?
1 = Yes
2 = No
3 = Don't know

Ad seen in survey
1 = 30 second ad
2 = 15 second ad
3 = 7 second ad

Where have you seen, read or heard these ads?
1 = Print magazine
2 = Internet website
3 = LinkedIn
4 = Online news sites
5 = TikTok
6 = YouTube
7 = Web search (e.g. Google, Bing)
8 = Digital billboard
9 = Doctor's office
10 = Transit (e.g. Inside/outside bus/subway or bus shelter)
11 = Highway billboard
12 = Shopping mall
13 = Pharmacy
16 = NEWS APPL
17 = E-MAIL
18 = REMEMBRANCE EVENTS, CAMPAIGNS FOR VETERANS, COMMEMORATIVE IN
19 = RADIO
20 = TELEVISION
97 = OTHER
98 = Prefer not to say, NO RESPONSE
99 = None of the above

What do you think is the main point these ads are trying to get across?
2 = REASONS WHY VETS SHOULD BE REMEMBERED/APPRECIATED, ALL VETER
3 = REMEMBER THEIR SACRIFICES/RISK TO THEIR LIVES, FOUGHT FOR OU
4 = ATTRIBUTES OF SOLDIERS/ARMY: HEROS, BRAVERY, COMRADERIE
5 = RESPECT/APPRECIATION/PROUD OF SOLDIERS AND/OR TROOPS, RESPEC
6 = CONTRIBUTIONS TO HISTORY/WARS/BATTLES, SPECIFIC BATTLES/WARS
7 = REMEMBER FALLEN SOLDIERS, THOSE WHO HAVE DIED/SACRIFICED THE
8 = PAST AND PRESENT SOLDIERS/VETS, NOT JUST OLDER ONES
9 = REMEMBER, TAKE TIME TO REMEMBER, RESPECT/HONOUR (GENERAL MEN
10 = REMEMBRANCE DAY, EVENTS/ACTIVITIES, PARTICIPATE IN LOCAL EVE
11 = SUPPORT VETS, WHAT WE SHOULD BE DOING FOR THEM, DESERVE MORE
12 = REMEMBER VETERANS, IMPORTANCE OF REMEMBERING VETS, RESPECT/T
13 = WE/PEOPLE SHOULD NOT TAKE WHAT THEY HAVE DONE FOR GRANTED, C
16 = VETS/SOLDIERS AMONGST US/LIVE WITH US, A PART OF OUR SOCIETY
18 = WOMEN MENTIONED/INCLUDED, MEN AND WOMEN SERVING/SERVED
19 = NEGATIVES TOWARDS GOVERNMENT (FOREIGN/WAR POLICY, PERSONALLY
20 = HARDSHIP, WAR/VIOLENCE, SADNESS, REMIND US OF REALITIES OF W
21 = TO REMEMBER SO WE DO NOT LET IT HAPPEN AGAIN, TO NOT REPEAT
23 = NEED TO ENGAGE YOUTH/TELL THE STORIES TO YOUTH SO WE CARRY O
24 = DIVERSITY WITHIN THE ARMY/VETERANS, DIFFERENT ETHNIC GROUPS/
25 = GLORIFYING WAR FOR PROFIT, BENEFITS TO GOVERNMENT/BIG BUSINE
27 = DIVERSITY OF CANADA/OUTCOMES OF FREEDOM WE FOUGHT FOR (FREED
28 = CAMPAIGNS/FUNDRAISING FOR VETERANS (VARIOUS, MAINLY POPPIES)
29 = CANADA/GOVERNMENT OF CANADA SUPPORTS VETS, THEY HONOUR/RESPE
32 = WE ARE RESPONSIBLE TO UPHOLD/PROTECT THE VALUES AND FREEDOMS
34 = POSITIVES (GENERAL MENTIONS OF GREAT/GOOD/LOVE)
35 = SERVING TO PROTECT/HELP OTHER COUNTRIES AND PEOPLE ABROAD
36 = THE MANY SERVICES/ROLES/CAPACITIES THAT THEY CONDUCT
37 = GOVERNMENT HELP/SUPPORT IS AVAILABLE TO VETERANS AND WHERE O
38 = GOVERNMENT HELP/SUPPORT IS AVAILABLE TO VETERANS AND THEIR F
40 = SPECIFIC GOVERNMENT HELP/SUPPORT IS AVAILABLE TO VETERANS (E
41 = CAF RECRUITMENT, INFORM POTENTIAL RECRUITS THAT CAF WILL SUP

These ads catch my attention
1 = Strongly Disagree 1
2 = 2
3 = 3
4 = 4
5 = Strongly Agree 5

Which of the following actions did you take as a result of seeing/hearing this advertising?
1 = Thought about how members of the Canadian Armed Forces and R
2 = Talked to a friend/family member about support and services
3 = Created a My VAC Account to learn more
4 = Visited veterans.gc.ca or Canada.ca for information on progr
5 = Visited veterans.gc.ca or Canada.ca for information on servi
77 = Other, specify (try to be as specific as you can):
99 = I did not do anything as a result of seeing the advertising

Which of the following categories best describes your current employment status? Are you...
1 = Working full-time (30 or more hours per week)
2 = Working part-time (less than 30 hours per week)
3 = Self-employed
4 = Unemployed, but looking for work
5 = A student attending school full-time
6 = Retired
7 = Not in the workforce (Full-time homemaker or unemployed but
8 = Other employment status

What is the highest level of formal education that you have completed?
1 = Grade 8 or less
2 = Some high school
3 = High school diploma or equivalent
4 = Registered Apprenticeship or other trades certificate or dip
5 = College, CEGEP or other non-university certificate or diplom
6 = University certificate or diploma below bachelor's level
7 = Bachelor's degree
8 = Postgraduate degree above bachelor's level

Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?
1 = Under $20,000
2 = Between $20,000 and $40,000
3 = Between $40,000 and $60,000
4 = Between $60,000 and $80,000
5 = Between $80,000 and $100,000
6 = Between $100,000 and $150,000
7 = Between $150,000 and $200,000
8 = $200,000 and above
9 = Prefer not to answer

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

In what year did you first move to Canada?
1 = Response

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

Do you consider yourself to be any of the following?
1 = A member of a visible minority (i.e., non-Caucasian)
2 = Indigenous (First nations, Métis or Inuit)
3 = A person with a disability (long-term or recurring impairmen
4 = A member of the 2SLGBTQI+ community
97 = None of the above
98 = Don't know/No response
99 = I prefer not to answer

Completion marker
1 = Total

Language of interview
1 = English
2 = French

Interview date
214 = Feb 14
215 = Feb 15
216 = Feb 16
217 = Feb 17
218 = Feb 18
219 = Feb 19
220 = Feb 20
221 = Feb 21
222 = Feb 22
223 = Feb 23
224 = Feb 24
225 = Feb 25
325 = Mar 25
326 = Mar 26
327 = Mar 27
328 = Mar 28
329 = Mar 29
330 = Mar 30
331 = Mar 31
401 = Apr 1
402 = Apr 2
403 = Apr 3
404 = Apr 4
405 = Apr 5
406 = Apr 6
407 = Apr 7
408 = Apr 8
409 = Apr 9
410 = Apr 10

1 = Baseline
2 = Post-campaign