Public opinion research study:
Evaluation of the 2023-2024 Mental Health Advertising Campaign
Executive Summary
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 25, 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 « Évaluation de la campagne publicitaire de 2023-2024 sur la
santé mentale ».
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: V44-8/2022E-PDF
International
Standard Book Number (ISBN): 978-0-660-46800-6
Related
publications (registration number: POR 076-23):
Catalogue
Number (Final Report, French): V44-8/2022F-PDF
ISBN:
978-0-660-46801-3
© His Majesty
the King in Right of Canada, as represented by the Minister of Public Works and
Government Services, 2024
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.).
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