Prepared for Environment and Climate Change Canada
Supplier: Elemental Data Collection
Contract Number: CW2265822
Contract Value (incl. HST): $41,781.75
Contract Award Date: December 15, 2022
Delivery Date: May 2023
Registration Number: POR 097-22
For more information, please contact Environment and Climate Change Canada at: POR-ROP@ec.gc.ca
Ce rapport est aussi disponible en français.
Nature Based Climate Solutions and Cleaner Environment Advertising Campaign 2023 (ACET)
Executive Summary
Prepared for Environment and Climate Change Canada
Supplier: Elemental Data Collection
Registration number: POR 097-22
Aussi disponible en français sur le titre: Campagne publicitaire de 2023 sur les solutions climatiques fondées sur la nature et un environnement plus propre (OECP) - Résumé
Cat. No.: En4-553/2023E-PDF
ISBN: 978-0-660-49562-0
EC22057
Unless otherwise specified, you may not reproduce materials in this publication, in whole or in part, for the purposes of commercial redistribution without prior written permission from Environment and Climate Change Canada’s copyright administrator. To obtain permission to reproduce Government of Canada materials for commercial purposes, apply for Crown Copyright Clearance by contacting:
Environment and Climate Change Canada
Public Information Centre
Place Vincent Massey building
351 St-Joseph boulevard
Gatineau Quebec K1A 0H3
Toll free: 1-800-668-6767
Email: enviroinfo@ec.gc.ca
© His Majesty the King in Right of Canada, as represented by the Minister of Environment and Climate Change Canada, 2023
Environment and Climate Change Canada (ECCC) were looking to support the Nature Based Climate Solutions (NBCS) and Cleaner Environment advertising campaign with public opinion research, using the Advertising Campaign Evaluation Tool (ACET). The following sections outline the methodology used to conduct the study, including the research objectives, sample design and data collection procedures.
Findings from 2021 Polling by Nature Canada and the David Suzuki Foundation found that 40% of Canadians hold an inaccurate definition of “nature-based climate solutions”, some believing “it relates to actions like using natural products and recycling.” Despite the confusion, 71% of Canadians believe NBCS are effective in addressing climate change (regardless of how they define the term). And 74% of Canadians support nature conservation efforts even if those measures limit their use of public/private lands – so we know support is out there (Nature Canada, 2021).
The campaign hopes to clarify this misinterpretation and encourage overall support for nature- based solutions as a means of addressing Canada’s climate crisis and biodiversity loss. One tool used in order to fulfil its mandate is public opinion research.
Overall, the ACET serves to measure the success of the advertisement campaign through a before/after measure of the campaign’s objectives and awareness/recall of the advertisements, amongst Canadians, particularly the campaign’s target audience. The goal of the campaign is to familiarize the term “nature-based climate solutions” among Canadians and inform them of the role it plays in addressing the twin crisis of climate change and biodiversity loss.
Online interviews were conducted from February 8th to February 16th, 2023 (Baseline survey) and April 1st to April 11th, 2023 (Post-campaign survey) with a total sample of 3,000 Canadians, 18 years of age and older. Given the non-probabilistic nature of the sample, the data collected cannot be extrapolated to the overall population of adult Canadians. However, for a probability sample of this size, the overall results would have a margin of error of ±1.79%, 19 times out of 20.
An ACET is mandatory, as per Directives for the TBS Policy on Communication and Federal Identity, for campaigns with a media component of $1,000,000 or more. The ACET pre-wave establishes audience awareness baselines, while the post wave measures campaign recall, understanding and response to the advertisement.
The total contract value of this research was $41,781.75, including HST.
I hereby certify as a Representative of Elemental Data Collection 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.
Colin Kiviaho
Partner
Elemental Data Collection Inc.
ckiviaho@elementaldci.com
May 8, 2023.