Post-campaign evaluation of the financial benefits for Canadian families advertising campaign

Environics Research Group was retained to conduct a survey to evaluate the effectiveness of the Financial Benefits for Canadian Families advertising campaign on behalf of Human Resources and Skills Development Canada (HRSDC). In total, 1,203 telephone interviews were completed from March 7-15, 2011 with a representative sample of Canadians living in the 10 provinces and an oversample of parents of children under the age of 18.

The Government of Canada has maintained a long-standing commitment to help support families with young children by offering and funding a variety of services and financial benefits, including child care benefits, tax benefits and savings plan options. The Financial Benefits for Canadian Families campaign is an advertising initiative that was designed to inform Canadian parents of the Government of Canada’s programs and financial measures that can help support families with young children. Human Resources and Skills Development Canada was selected to lead a multimedia advertising campaign targeted at Canadian parents.

The campaign included information related to the following Government of Canada programs:

Universal Child Care Benefit (UCCB)
Canada Child Tax Benefit (CCTB)
Children’s Fitness Tax Credit
Child Care Expense Deduction
Canada Education Savings Program
Canada Learning Bond
Child Disability Benefit
Registered Disability Savings Plan (RDSP)
Canada Student Loans and Grants Program

The overall objectives of the advertising campaign were to:

Raise awareness among Canadian parents of the financial resources available from the Government of Canada to help them raise their children in a nurturing environment;
Drive Canadians to the hrsdc-rhdcc.gc.ca/families site, and 1 800 O-Canada line to access streamlined, useful information on financial support available to them.