Public opinion
research study:
Evaluation of the 2023-2024 Mental Health Advertising
Campaign
Final Report
Prepared for Veterans Affairs Canada
Supplier: Leger Marketing Inc.
Contract Number: CW2336209
Contract Value: $49,101.89 (including HST)
Award Date: November 1st, 2023.
Delivery Date: March 26, 2024
Registration Number: POR 076-23
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 703 Canadian veterans and their family during the month of December 2023. The post-campaign study was conducted with 701 respondents during the month of February 2024.
Cette publication est aussi disponible en français sous le titre Étude de recherche sur l’opinion publique : évaluation de la campagne publicitaire sur la santé mentale 2023-2024.
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: V44-21/2024E-PDF
International Standard Book Number (ISBN): 978-0-660-71050-1
Related publications (registration number: POR 076-23):
Catalogue Number (Final Report, French): V44-21/2024F-PDF
ISBN: 978-0-660-71051-8
© His Majesty the King in Right of Canada, as represented by the Minister of Public Works and Government Services, 2024
Table of contents
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 2023-2024 Mental Health services for veterans 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 CW2336209 awarded November 1, 2023, for a total value of $49,101.89 including HST). This report presents the results of two online surveys conducted as part of this study. The baseline survey was conducted with 703 Canadian veterans and close family members of veterans during the month of December 2023. The post-campaign study was conducted with 701 Canadian Veterans and close family members of Veterans during the month of February 2024.
1.1 Background and Objectives
VAC mental health services were promoted to increase awareness among the Veteran community—including Veterans, Canadian Armed Forces (CAF) members, family members, caregivers, survivors, former RCMP members, their families, and survivors—of the available services and supports, with a particular emphasis on mental health and access methods.
The Mental Health Services for Veterans and their families advertising campaign is an annual campaign that VAC has coordinated in conjunction with organic marketing and communications (web promotion, social media, public opinion research, etc.) since 2010.
Eligible Veterans, retired RCMP members, and their families can access to a comprehensive range of mental health services, support, and information aimed at easing the transition to post-military life and addressing mental health issues when they arose. This support network includes ten outpatient Operational Stress Injury (OSI) clinics throughout the country and 11 OSI satellite service sites offering services closer to Veterans' homes. Moreover, a national network of over 12,000 independent mental health professionals across Canada, registered with the Department, was available to deliver mental health services.
The VAC Assistance Services phone line offers a 24-hour, toll-free confidential service, offering psychological support, bereavement support, pastoral outreach for spiritual counseling, and referrals to local services. This service, available to Veterans, former RCMP members, their families, and caregivers at no cost, was a cornerstone of their support system.
The Operational Stress Injury Social Support Service (OSISS) offers confidential peer support to CAF members, Veterans, and their families affected by an operational stress injury, fostering a community of understanding and assistance.
Mental Health First Aid (MHFA) training, available at no cost to participants within the Veteran community is a mental health literacy training, teaching individuals to recognize symptoms of mental health problems and to provide assistance to those exhibiting symptoms.
In collaboration with several partners, VAC developed a series of free online and mobile applications for Veterans and their families, including PTSD Coach Canada, LifeSpeak, the Caregiver Zone, and the Operational Stress Injury Resource for Caregivers, further extending their support and resources into the digital realm.
Purpose and Objectives
The main research objective was to evaluate the 2023-2024 Mental Health Services for Veterans and their Families advertising campaign using the Government of Canada’s (GC) Advertising Campaign Evaluation Tool (ACET). As required, the research was conducted before and after the campaign’s paid media placement.
Intended use of the research
ACET surveys were 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 Mental Health services ad campaign requested by Veterans Affairs Canada.
The targeted audience of this study was Canadian Veterans and close family members of Veterans (18+). The baseline and post-campaign surveys were conducted with samples of 703 and 701 Canadian adults respectively. The respondents were recruited via Leger’s web panel using a random selection stratified by region. The 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 |
75 |
95 |
|
Quebec |
116 |
119 |
|
Ontario |
256 |
252 |
|
Prairies |
53 |
52 |
|
Alberta |
71 |
80 |
|
British Columbia |
132 |
103 |
|
Total |
703 |
701 |
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 December 12-17, 2023. A total of 703 Canadian Veterans and their family members with demographic characteristics reflective of the targeted population were surveyed. The sample was drawn randomly from the Leo panel and the overall response rate for the survey was 2.72% (see Table 2 in the Appendix for the calculation details).
Using data from the most recent Canadian census, the results were weighted by region, gender, and age. The weighting factors are presented in detail in the appendix of this report. The weight of each region was adjusted to be equivalent to its actual weight in relation to the distribution of the targeted population. The weighting factors are presented in detail in the appendix of this report.
A pre-test of 12 interviews was completed before launching data collection to validate the programming of the questionnaire in both English and French. An average of five minutes and twenty-three seconds 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 from February 12 to March 7, 2024. A total of 701 Canadian Veterans and their family members with demographic characteristics reflective of the targeted population were surveyed. The sample was drawn randomly from the Leo panel and the overall response rate for the survey was 3.62% (see Table 16 in the Appendix for the calculation details).
Using data from the most recent Canadian census, the results were weighted by region, gender, and age. The weighting factors are presented in detail in the appendix of this report. The weight of each region was adjusted to be equivalent to its actual weight in relation to the distribution of the targeted population. The weighting factors are presented in detail in the appendix of this report.
A pre-test of 23 interviews was completed before launching data collection to validate the programming of the questionnaire in both English and French. An average of seven minutes and forty-one seconds 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. A total of 703 respondents participated in the baseline survey, and a total of 701 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 December 12-17, 2023. The participation rate for the survey was 2.72%. A pre-test of 12 interviews was completed December 12, 2023.
A total sample of 703 Canadian Veterans and their family members 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 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 2021 national census, Leger weighted the results of this survey by region, gender, and age.
The following table details the regional distribution of respondents. The baseline sample attempted to replicate as closely as possible the actual distribution of the targeted population.
Table A.2 Regional Distribution of Respondents
|
Region |
Number of respondents |
|
75 |
|
|
Quebec |
116 |
|
Ontario |
256 |
|
Prairies |
53 |
|
Alberta |
71 |
|
British Columbia |
132 |
|
Total |
703 |
A.1.2.2 Participation Rate
The overall participation rate for this study is 2.72%.
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 |
4,216 |
|
Invitations mistakenly sent to people who did not qualify for the study |
4,216 |
|
Incomplete or missing email addresses |
- |
|
Unresolved (U) |
24,879 |
|
Email invitations bounce back |
62 |
|
Email invitations unanswered |
24,817 |
|
In-scope non-responding units (IS) |
199 |
|
Non-response from eligible respondents |
- |
|
Respondent refusals |
100 |
|
Language problem |
- |
|
Selected respondent not available (illness; leave of absence; vacation; other) |
- |
|
Early breakoffs |
99 |
|
Responding units (R) |
703 |
|
Surveys disqualified – quota filled |
- |
|
Completed surveys disqualified for other reasons |
- |
|
Completed interviews |
703 |
|
POTENTIALLY ELIGIBLE (U+IS+R) |
25 781 |
|
Participation rate= R/(U + IS + R) |
2.72% |
Typical participation rates for web surveys are around 20%. A response rate of 2.72% may seem a low, but this can be explained by the fact that this survey targeted Canadian Veterans and close family members of Veterans—a narrower demographic than the general population, thus inherently limiting potential responses. Furthermore, the survey was constrained by tight timelines to align with the mental health campaign’s schedule, leading to a high number of survey invitations being issued in a short span of time. This context explains the reason behind the low 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.
Table A.4 Unweighted and Weighted Sample Distribution by Province
|
Province |
Unweighted |
Weighted |
|
75 |
96 |
|
|
Quebec |
116 |
100 |
|
Ontario |
256 |
262 |
|
Prairies |
53 |
56 |
|
Alberta |
71 |
80 |
|
British Columbia |
132 |
109 |
|
Total |
703 |
703 |
The following tables present the demographic distribution of respondents, according to gender. First, regarding gender, we can see that 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 |
387 |
382 |
|
Female |
312 |
317 |
|
Total |
703 |
703 |
Note: Gender-diverse people and answer refusals make up the rest of the sample.
Regarding age distribution, the weighting process has corrected some discrepancies, mainly among the 18 to 34-year-old and the 55 years old—or older—respondents.
Table A.6 Unweighted and Weighted Sample Distribution by Age Group
|
Age |
Unweighted |
Weighted |
|
Between 18 and 34 |
92 |
137 |
|
Between 35 and 55 |
181 |
204 |
|
55 and over |
430 |
362 |
|
Total |
703 |
703 |
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 |
|
BC /MALE / 18-24 |
0,2567271 |
|
BC / MALE / 25-34 |
1,3195099 |
|
BC / MALE / 35-44 |
0,8011676 |
|
BC / MALE / 45-54 |
1,1333757 |
|
BC / MALE / 55-64 |
1,6401384 |
|
BC / MALE / 65+ |
3,4121761 |
|
BC / FEMALE / 18-24 |
0,6089258 |
|
BC / FEMALE / 25-34 |
0,8417434 |
|
BC / FEMALE / 35-44 |
1,0626469 |
|
BC / FEMALE / 45-54 |
0,3455293 |
|
BC / FEMALE / 55-64 |
1,3561201 |
|
BC / FEMALE / 65+ |
2,7747596 |
|
AB / MALE / 18-24 |
0,8898140 |
|
AB / MALE / 25-34 |
0,7668526 |
|
AB / MALE / 35-44 |
0,9846102 |
|
AB / MALE / 45-54 |
1,4014541 |
|
AB / MALE / 55-64 |
1,3736265 |
|
AB / MALE / 65+ |
2,0664687 |
|
AB / FEMALE / 18-24 |
0,0000000 |
|
AB / FEMALE / 25-34 |
0,2293643 |
|
AB / FEMALE / 35-44 |
0,3155950 |
|
AB / FEMALE / 45-54 |
0,7201947 |
|
AB / FEMALE / 55-64 |
1,0032291 |
|
AB / FEMALE / 65+ |
1,6298726 |
|
MB/SK / MALE / 18-24 |
1,1980693 |
|
MB/SK / MALE / 25-34 |
0,7986244 |
|
MB/SK / MALE / 35-44 |
0,1993329 |
|
MB/SK / MALE / 45-54 |
0,5031655 |
|
MB/SK / MALE / 55-64 |
0,8617618 |
|
MB/SK / MALE / 65+ |
1,0273276 |
|
MB/SK / FEMALE / 18-24 |
0,2175990 |
|
MB/SK / FEMALE / 25-34 |
0,3815656 |
|
MB/SK / FEMALE / 35-44 |
1,1171130 |
|
MB/SK / FEMALE / 45-54 |
0,1425191 |
|
MB/SK / FEMALE / 55-64 |
0,5572218 |
|
MB/SK / FEMALE / 65+ |
0,9063998 |
|
ON / MALE / 18-24 |
1,2270901 |
|
ON / MALE / 25-34 |
2,6815817 |
|
ON / MALE / 35-44 |
2,4214211 |
|
ON / MALE / 45-54 |
2,8206011 |
|
ON / MALE / 55-64 |
4,2951107 |
|
ON / MALE / 65+ |
5,8770792 |
|
ON / FEMALE / 18-24 |
1,4613825 |
|
ON / FEMALE / 25-34 |
1,4737631 |
|
ON / FEMALE / 35-44 |
2,7432025 |
|
ON / FEMALE / 45-54 |
4,0374330 |
|
ON / FEMALE / 55-64 |
2,9744469 |
|
ON / FEMALE / 65+ |
5,2602824 |
|
QC / MALE / 18-24 |
0,5119503 |
|
QC / MALE / 25-34 |
1,0209092 |
|
QC / MALE / 35-44 |
1,2536833 |
|
QC / MALE / 45-54 |
0,5804539 |
|
QC / MALE / 55-64 |
0,9318241 |
|
QC / MALE / 65+ |
3,4896869 |
|
QC / FEMALE / 18-24 |
0,3971473 |
|
QC / FEMALE / 25-34 |
0,5567135 |
|
QC / FEMALE / 35-44 |
0,4415157 |
|
QC / FEMALE / 45-54 |
1,4984868 |
|
QC / FEMALE / 55-64 |
1,4059514 |
|
QC / FEMALE / 65+ |
2,1437422 |
|
ATL / MALE / 18-24 |
0,3129103 |
|
ATL / MALE / 25-34 |
1,1670995 |
|
ATL / MALE / 35-44 |
0,3575400 |
|
ATL / MALE / 45-54 |
1,5489685 |
|
ATL / MALE / 55-64 |
1,0625472 |
|
ATL / MALE / 65+ |
2,1206243 |
|
ATL / FEMALE / 18-24 |
0,9162873 |
|
ATL / FEMALE / 25-34 |
0,2557912 |
|
ATL / FEMALE / 35-44 |
0,7689487 |
|
ATL / FEMALE / 45-54 |
1,8631054 |
|
ATL / FEMALE / 55-64 |
0,7775379 |
|
ATL / FEMALE / 65+ |
2,4985795 |
Table A.11 Weight Factors by Province
|
Label |
Weight |
|
British Columbia |
15,5528 |
|
Alberta |
11,3811 |
|
Manitoba |
5,3514 |
|
Saskatchewan |
2,5593 |
|
Ontario |
37,2734 |
|
Quebec |
14,2321 |
|
New Brunswick |
4,1776 |
|
Newfoundland |
3,6905 |
|
Nova Scotia |
5,2147 |
|
Prince Edward Island |
0,5672 |
A.1.3 Methodology for the Post-Campaign Survey
A.1.2.1 Data Collection
Fieldwork for the survey was conducted February 12 (pretest) and then from February 26 to March 7, 2024. The participation rate for the survey was 3.62%. A pre-test of 23 interviews was completed February 12, 2024.
To achieve data reliability in all subgroups, a total sample of 701 Canadian Veterans and their family members 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 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 2021 national census, Leger weighted the results of this survey by region, gender, and age.
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 targeted population.
Table A.15 Regional Distribution of Respondents
|
Region |
Number of respondents |
|
Atlantic |
95 |
|
Quebec |
119 |
|
Ontario |
252 |
|
Prairies |
52 |
|
Alberta |
80 |
|
British Columbia |
103 |
|
Total |
701 |
A.1.2.2 Participation Rate
The overall participation rate for this study is 3.62%.
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 |
|
|
Invitations mistakenly sent to people who did not qualify for the study |
4549 |
|
Incomplete or missing email addresses |
- |
|
Unresolved (U) |
18,371 |
|
Email invitations bounce back |
11 |
|
Email invitations unanswered |
18 360 |
|
In-scope non-responding units (IS) |
377 |
|
Non-response from eligible respondents |
- |
|
Respondent refusals |
256 |
|
Language problem |
- |
|
Selected respondent not available (illness; leave of absence; vacation; other) |
- |
|
Early breakoffs |
121 |
|
Responding units (R) |
705 |
|
Surveys disqualified – quota filled |
4 |
|
Completed surveys disqualified for other reasons |
- |
|
Completed interviews |
701 |
|
POTENTIALLY ELIGIBLE (U+IS+R) |
19,453 |
|
Participation rate= R/(U + IS + R) |
3.62% |
As with the baseline survey, the post-campaign survey has a lower response rate, of 3.62%. This can also be explained by the low incidence of the targeted population and short timelines to align with the mental health campaign’s schedule.
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.
Table A.17 Unweighted and Weighted Sample Distribution by Province
|
Region |
Unweighted |
Weighted |
|
Atlantic |
95 |
90 |
|
Quebec |
119 |
91 |
|
Ontario |
252 |
285 |
|
Prairies |
52 |
44 |
|
Alberta |
80 |
81 |
|
British Columbia |
103 |
110 |
|
Total |
701 |
701 |
The following tables present the demographic distribution of respondents, according to gender. 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 |
375 |
363 |
|
Female |
321 |
332 |
|
Total |
701 |
701 |
Note: Gender diverse people and answer refusals make up the rest of the sample.
Regarding age distribution, the weighting process has corrected some discrepancies, mainly among the 18 to 34-year-old and the 55 years old—or older—respondents.
Table A.19 Unweighted and Weighted Sample Distribution by Age Group
|
Age |
Unweighted |
Weighted |
|
Between 18 and 34 |
116 |
144 |
|
Between 35 and 55 |
196 |
202 |
|
55 and over |
389 |
356 |
|
Total |
701 |
701 |
There is no evidence from the data that having achieved a different region, 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 |
|
BC / Male / 18-24 |
0,7014045 |
|
BC / Male / 25-34 |
1,3724433 |
|
BC / Male / 35-44 |
1,2404573 |
|
BC / Male / 45-54 |
0,6570537 |
|
BC / Male / 55-64 |
0,5538747 |
|
BC / Male / 65+ |
3,5424965 |
|
BC / Female / 18-24 |
0,8191016 |
|
BC / Female / 25-34 |
0,3785014 |
|
BC / Female / 35-44 |
0,9264814 |
|
BC / Female / 45-54 |
0,5293460 |
|
BC / Female / 55-64 |
1,3103094 |
|
BC / Female / 65+ |
3,7087290 |
|
AB / Male / 18-24 |
0,2744309 |
|
AB / Male / 25-34 |
0,5660017 |
|
AB / Male / 35-44 |
1,4047268 |
|
AB / Male / 45-54 |
1,0847253 |
|
AB / Male / 55-64 |
1,3006654 |
|
AB / Male / 65+ |
0,8987950 |
|
AB / Female / 18-24 |
0,5135971 |
|
AB / Female / 25-34 |
0,6807625 |
|
AB / Female / 35-44 |
1,2871051 |
|
AB / Female / 45-54 |
1,2177656 |
|
AB / Female / 55-64 |
0,8455214 |
|
AB / Female / 65+ |
1,4991021 |
|
MB/SK / Male / 18-24 |
0,8081972 |
|
MB/SK / Male / 25-34 |
0,1568999 |
|
MB/SK / Male / 35-44 |
0,4173220 |
|
MB/SK / Male / 45-54 |
0,2644294 |
|
MB/SK / Male / 55-64 |
0,7896506 |
|
MB/SK / Male / 65+ |
0,9695122 |
|
MB/SK / Female / 18-24 |
0,2565569 |
|
MB/SK / Female / 25-34 |
0,5115565 |
|
MB/SK / Female / 35-44 |
0,1099138 |
|
MB/SK / Female / 45-54 |
0,2514834 |
|
MB/SK / Female / 55-64 |
0,7017445 |
|
MB/SK / Female / 65+ |
1,0261098 |
|
ON / Male / 18-24 |
1,3075983 |
|
ON / Male / 25-34 |
3,0873540 |
|
ON / Male / 35-44 |
3,1121188 |
|
ON / Male / 45-54 |
3,1766499 |
|
ON / Male / 55-64 |
3,9566138 |
|
ON / Male / 65+ |
5,9479897 |
|
ON / Female / 18-24 |
1,8117889 |
|
ON / Female / 25-34 |
1,2558697 |
|
ON / Female / 35-44 |
2,7467275 |
|
ON / Female / 45-54 |
3,6824525 |
|
ON / Female / 55-64 |
4,1869266 |
|
ON / Female / 65+ |
6,4102670 |
|
QC / Male / 18-24 |
0,9641159 |
|
QC / Male / 25-34 |
1,0620757 |
|
QC / Male / 35-44 |
1,1387148 |
|
QC / Male / 45-54 |
0,5623063 |
|
QC / Male / 55-64 |
1,5270671 |
|
QC / Male / 65+ |
1,9650682 |
|
QC / Female / 18-24 |
0,3067620 |
|
QC / Female / 25-34 |
0,7250943 |
|
QC / Female / 35-44 |
1,0989140 |
|
QC / Female / 45-54 |
0,9188386 |
|
QC / Female / 55-64 |
1,0273334 |
|
QC / Female / 65+ |
1,6327309 |
|
ATL / Male / 18-24 |
0,6636625 |
|
ATL / Male / 25-34 |
1,1524350 |
|
ATL / Male / 35-44 |
0,9000213 |
|
ATL / Male / 45-54 |
0,9732856 |
|
ATL / Male / 55-64 |
1,5939623 |
|
ATL / Male / 65+ |
1,7348370 |
|
ATL / Female / 18-24 |
0,3666830 |
|
ATL / Female / 25-34 |
0,7529890 |
|
ATL / Female / 35-44 |
0,3815648 |
|
ATL / Female / 45-54 |
0,6730985 |
|
ATL / Female / 55-64 |
1,3551554 |
|
ATL / Female / 65+ |
2,2641538 |
Table A.24 Weight Factors by Province
|
Label |
Weight |
|
British Columbia |
15,7402 |
|
Alberta |
11,5732 |
|
Manitoba |
4,3009 |
|
Saskatchewan |
1,9624 |
|
Ontario |
40,6824 |
|
Quebec |
12,9290 |
|
New Brunswick |
4,4064 |
|
Newfoundland |
2,1186 |
|
Nova Scotia |
5,7645 |
|
Prince Edward Island |
0,5223 |
A.2 Survey Questionnaire
A.2.1. Baseline study
Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce 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 5 minutes to complete.
If
you wish to verify the authenticity of this survey, visit:
https://www.canadianresearchinsightscouncil.ca/rvs/home/?lang=en
The CRIC Research Verification Service project code is: 20240208-LE914
You can read our Privacy Policy here : https://www.legeropinion.com/en/privacy-policy/
If you require any technical assistance, please contact support@legeropinion.com
a) Does anyone in your household work for any of the following 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 the federal or provincial government
o none of these organizations
IF “NONE OF THESE ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.
b) What is your gender?
o Male
o Female
Other
o Prefer not to answer
c) In what year were you born?
 |
YYYY
ADMISSIBLE RANGE 1900-2006
IF > 2006, 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
- less than 18 years old
- 18 to 24
- 25 to 34
- 35 to 44
- 45 to 54
- 55 to 64
- 65 or older
IF “LESS THAN 18 YEARS OLD” OR “BLANK”, THANK AND TERMINATE
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
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE
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
· Yes, I am a Veteran
· Yes, a close family member is a Veteran
· Yes, a friend/someone else is a Veteran
· No [SINGLE PUNCH]
· Not sure [SINGLE PUNCH]
IF D4B IS NOT 1 OR 2 (VETERAN OR CLOSE FAMILY MEMBER) TERMINATE
D4C Are you or a member of your household currently serving in the Canadian Armed Forces (CAF) or the RCMP?
SELECT ANY THAT APPLY
· Yes, I am currently serving in the CAF/RCMP
· Yes, a member of my household is currently serving in the CAF/RCMP
· No [SINGLE PUNCH]
· Not sure [SINGLE PUNCH]
D4D Are/were you or a member of your household a member of a Veterans’ organization?
SELECT ANY THAT APPLY
· Yes, I am currently a member of a Veterans’ organization
· Yes, a member of my household is currently a member of a Veterans’ organization
· Yes, I was at one time a member of a Veterans’ organization
· Yes, a member of my household was at one time a member of a Veterans’ organization
· No [SINGLE PUNCH]
· Not sure [SINGLE PUNCH]
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 => GO TO T1A
Q3: Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
ASK ALL RESPONDENTS
T1A:
Over the past three weeks, have you seen, read or heard any Government of
Canada advertising about mental health 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
T1B:
Where have you seen, read or heard this ad about mental health services for Veterans?
[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Printed publications |
|
|
Print magazine |
|
|
Broadcasting |
|
|
Radio |
|
|
Online / digital |
|
|
Internet website |
TikTok |
|
|
YouTube |
|
Online news sites |
Web search (e.g. Google, Bing) |
|
Out-of-home (indoor and outdoor signage) |
|
|
The following are examples of signage locations. Please select those that apply or add ones specific to campaign. |
|
|
Pharmacy |
Highway billboard |
|
Digital billboard |
Shopping mall |
|
Doctor's office |
Transit (e.g. Inside/outside bus/subway or bus shelter) |
T1C: What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
MULTI SELECT
· Yes, on the verterans.gc.ca website
· Yes, on social media sites such as YouTube, TikTok or LinkedIn
· No EXCLUSIVE
T1F. What do you think is the biggest issue or problem facing Canadian Veterans these days?
Don’t know
T2A. To what extent are you aware of any mental health challenges faced by some Veterans?
· Somewhat aware
· Not very aware
· Not at all aware
· Prefer not to say
T2B. How common do you think it is for Veterans to experience mental health challenges?
· Very common
· Somewhat common
· Not very common
· Not at all common
· Not sure
T2C. How confident are you that Canada’s Veterans have access to mental health services and supports?
· Very confident
· Somewhat confident
· Not very confident
· Not at all confident
· Not sure
T2C1. What types of mental health services and supports are available to Veterans and their families?
RECORD
Don’t 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?
· 1 – Not at all satisfied
· 2 – Not very satisfied
· 3 – Neither satisfied nor dissatisfied
· 4 – Somewhat satisfied
· 5 – Very satisfied
· Not sure
· Not applicable
T2F. Are you aware of Government of Canada Mental Health services for Veterans, CAF members, and their families?
· Very aware
· Somewhat aware
· Not very aware
· Not at all aware
· Prefer not to say
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
· grade 8 or less
· some high school
· high school diploma or equivalent
· registered Apprenticeship or other trades certificate or diploma
· college, CEGEP or other non-university certificate or diploma
· university certificate or diploma below bachelor's level
· bachelor's degree
· postgraduate degree above bachelor's level
D3. Are there any children under the age of 18 currently living in your household?
· yes
· 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 between $150,000 and $200,000
o $200,000 and above
o prefer not to say
D5. Where were you born?
o born in Canada
o 
born outside Canada
Ê Specify the country:
ASK IF D5=BORN OUTSIDE CANADA
D6. In what year did you first move to Canada?
 |
YYYY
ADMISSIBLE RANGE: 1900-2023
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 ___________________
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.
2.2. Post-campaign study
Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce 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 [BASELINE: 5 minutes / POST-CAMPAIGN: 7 minutes] to complete.
If
you wish to verify the authenticity of this survey, visit:
https://www.canadianresearchinsightscouncil.ca/rvs/home/?lang=en
The CRIC Research Verification Service project code is: 20240208-LE914
You can read our Privacy Policy here : https://www.legeropinion.com/en/privacy-policy/
If you require any technical assistance, please contact support@legeropinion.com
e) Does anyone in your household work for any of the following 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 the federal or provincial government
o none of these organizations
IF “NONE OF THESE ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.
f) What is your gender?
o Male
o Female
Other
o Prefer not to answer
g) In what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2006
IF > 2006, THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT BLANK
h) In which of the following age categories do you belong?
SELECT ONE ONLY
- less than 18 years old
- 18 to 24
- 25 to 34
- 35 to 44
- 45 to 54
- 55 to 64
- 65 or older
IF “LESS THAN 18 YEARS OLD” OR “BLANK”, THANK AND TERMINATE
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
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE
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
· Yes, I am a Veteran
· Yes, a close family member is a Veteran
· Yes, a friend/someone else is a Veteran
· No [SINGLE PUNCH]
· Not sure [SINGLE PUNCH]
IF D4B IS NOT 1 OR 2 (VETERAN OR CLOSE FAMILY MEMBER) TERMINATE
D4C. Are you or a member of your household currently serving in the Canadian Armed Forces (CAF) or the RCMP?
SELECT ANY THAT APPLY
· Yes, I am currently serving in the CAF/RCMP
· Yes, a member of my household is currently serving in the CAF/RCMP
· No [SINGLE PUNCH]
· Not sure [SINGLE PUNCH]
[Quota: Hidden_vet: 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
· Yes, I am currently a member of a Veterans’ organization
· Yes, a member of my household is currently a member of a Veterans’ organization
· Yes, I was at one time a member of a Veterans’ organization
· Yes, a member of my household was at one time a member of a Veterans’ organization
· No [SINGLE PUNCH]
· Not sure [SINGLE PUNCH]
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 => GO TO T1A
Q3. Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
ASK ALL RESPONDENTS
T1A. Over the past three weeks, have you seen, read or heard any Government of Canada advertising about mental health 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
T1B. Where have you seen, read or heard this ad about mental health services for Veterans?
[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Printed publications |
|
|
Print magazine |
|
|
Broadcasting |
|
|
Radio |
|
|
Online / digital |
|
|
Internet website |
TikTok |
|
|
YouTube |
|
Online news sites |
Web search (e.g. Google, Bing) |
|
|
|
|
|
|
|
Out-of-home (indoor and outdoor signage) |
|
|
The following are examples of signage locations. Please select those that apply or add ones specific to campaign. |
|
|
Pharmacy |
Highway billboard |
|
Digital billboard |
Shopping mall |
|
Doctor's office |
Transit (e.g. Inside/outside bus/subway or bus shelter) |
T1C. What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
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 YouTube, TikTok or LinkedIn?
MULTI SELECT
· Yes, on the verterans.gc.ca website
· Yes, on social media sites such as YouTube, TikTok or LinkedIn
· No EXCLUSIVE
T1F What do you think is the biggest issue or problem facing Canadian Veterans these days?
RECORD
Don’t know
T2A. To what extent are you aware of any mental health challenges faced by some Veterans?
· Very aware
· Somewhat aware
· Not very aware
· Not at all aware
· Prefer not to say
T2B. How common do you think it is for Veterans to experience mental health challenges?
· Very common
· Somewhat common
· Not very common
· Not at all common
· Not sure
T2C. How confident are you that Canada’s Veterans have access to mental health services and supports?
· Very confident
· Somewhat confident
· Not very confident
· Not at all confident
· Not sure
T2C1. What types of mental health services and supports are available to Veterans and their families?
Record :
Don’t know
T2D. As far as you know, which organizations can Veterans and their families go to for help accessing mental health services and supports?
RECORD
Don’t 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?
· 1 – Not at all satisfied
· 2 – Not very satisfied
· 3 – Neither satisfied nor dissatisfied
· 4 – Somewhat satisfied
· 5 – Very satisfied
· Not sure
· Not applicable
T2F. Are you aware of Government of Canada Mental Health services for Veterans, CAF members, and their families?
· Very aware
· Somewhat aware
· Not very aware
· Not at all aware
· Prefer not to say
T1H. Here are some ads that have recently been broadcast on various media. Click here to watch.
[INSERT VIDEO, PRINT AND RADIO ADS]
[CLICK TO GO TO THE NEXT PAGE]
Over the past three weeks, have you seen, read or heard these ads?
o yes
o no => GO TO T1J
T1I. Where have you seen, read or heard these ads?
[NOTE: SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Printed publications |
|
|
Print magazine |
|
|
Broadcasting |
|
|
Radio |
|
|
Online / digital |
|
|
Internet website |
Web search (e.g. Google, Bing) |
|
|
YouTube |
|
Tiktok |
Online news sites |
|
|
|
|
Out-of-home (indoor and outdoor signage) |
|
|
The following are examples of signage locations. Please select those that apply or add ones specific to campaign. |
|
|
Pharmacy |
Highway billboard |
|
Digital billboard |
Shopping mall |
|
Doctor's office |
Transit (e.g. Inside/outside bus/subway or bus shelter) |
T1J. What do you think is the main point these ads are trying to get across?
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
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 between $150,000 and $200,000
o $200,000 and above
o prefer not to say
D5: Where were you born?
o born in Canada
o born outside Canada
Ê Specify the country:
ASK IF D5=BORN OUTSIDE CANADA
D6. In what year did you first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2023
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 ___________________
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.