Creative testing and Advertising Campaign Evaluation Tool (ACET) for the Services for Seniors advertising campaign / prepared for Employment and Social Development Canada ; supplier name: Ekos Research... : Em4-22/2019E-PDF

"As part of its mandate to build a stronger and more competitive Canada and support Canadians in leading productive and rewarding lives, the Government of Canada (GC) offers many programs and services to help older Canadians prepare for and live in retirement. In an effort to support Canadians in leading productive and rewarding lives, the GC is working to make Canadians aware of the programs and services offered by Employment and Social Development (ESDC) and other departments to support those retired or planning to retire. To address this objective, the GC launched a Services for Seniors campaign to make older Canadians aware of the programs and services offered by Employment and Social Development (ESDC) and other departments. Canadians who are 55 or older, preparing for or living in retirement are the primary target for the campaign. Veterans and vulnerable populations 55 or older, who are Indigenous, have a low income, and/or are living with a disability or chronic illness are a secondary target audience of the campaign. In accordance with the Policy on Communications and Federal Identity, all advertising campaigns that have a media buy over $1 million require pre-testing and evaluation using the Advertising Campaign Evaluation Tool (ACET) issued by the Communications and Consultations Secretariat of PCO. ESDC commissioned two phases of research: first to test proposed concepts providing communication material aimed at making older Canadians aware of the programs and services available; and second, to test advertising recall from the campaign, as well as measuring impact on related perceptions and behaviours, using the ACET"--Summary, page vii.

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