BOB/MARTIN ADS

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Environics Research Group Limited

ENVIRONICS

RESEARCH G ROU P

AD RECALL SURVEY OF ADULT SMOKERS

"COUGH" AND "PLAN"

BOB/MARTIN ADS

Prepared For:

Health Canada

POR 03-11/

H1011-03-0041

Prepared by:

Environics Research Group

July 2003

pn5372

33 Bloor Street East, Suite 900 Toronto, Ontario

Canada M4W 3Hl

tel: 416.920.9010 fax: 416.920-3299 http://www.environics.net

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TABLE OF CONTENTS

1.0 INTRODUCTION AND SUMMARY 3

2.0

UNAIDED RECAll OF CESSATION ADVERTISING

5

3.0

AIDED RECALL OF "COUGH"

AD

AND RESPONSE To

AD

7

3.1 "Cough" ad: aided recall and sponsorship 7

3.2 "Cough" ad: response 9

3.3 "Cough" ad: cali to action ; 10

4.0

RECALL OF "PLAN"

AD

AND RESPONSE To

AD

12

4.1 "Plan" ad: aided recalI and sponsorship 12

4.2 "Plan" ad: response 14

4.3 "Plan" ad: calI to action 15

5.0

SUMMARY OF TESTED

ADs

IN "BOB/MARTIN" CAMPAlGN 17

6.0

AcCESS CHANNELS:

1 800

NUMBER, WEBSITE, SMOKERS' HELPLINE 19

7.0

QUITTING: BEHAVIOUR AND RESOURCES 22

7.1 Quitting behaviour 22

7.2 Quitting resources 24

8.0

ASSESSMENT OF GOVERNMENT PERFORMANCE 26

ApPENDICES Survey Methods Questionnaires

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1.0 INTRODUCTION AND SUMMARY

In April 2003, Healrh Canada rerained Environics Research Group Lirnited to conducr survey research among adulr Canadians aged 40 to 54 years. This research was designed to test recall and response to specifie elements of Health Canada's advertising cam- paigns aimed at encouraging adult cessation.

The current survey tests recall and response to two smoking cessation ads in the Bob/Martin" campaign:

"Cough,"

which features an "ordinary-looking guy"

sitting in a chair who says thar he can't laugh withour coughing; and "Plan," which features the same man sitting in a chair talking about how he came up with a plan to quit smoking.

"Cough" aired between April

21 and May 4,2003; "Plan" aired between May 5 and June

^1,

2003.

Environics Research Group surveyed 800 adult smokers aged 40 to 54 in the ren provinces. These interviews were conducted by telephone, in both English and French, betweenJune 3 and 12,2003. The margin of error for a sample of800 is plus or minus 3.5 percent- age points, 19 rimes in 20.

In the tables in this report, we present findings for the total sample of adulr smokers as weil as the subsample of potential quitters (PQs), who are the smokers in the sample who are seriously thinking of quitting smoking.

A previous survey conducted in April tested recall and response to two previous smoking cessation ads in the

"Bob/Martin" campaign: "No Problern," which features an "ordinary looking guy" trying to smoke outside in the cold; and "Toiler," which features the same person talking about the fact thar the only time he does not smoke is wh en he is on the toilet. "No problem" aired berweenJanuary 27 and March 9, 2003; "Ioiler" aired between March 10 and 31, 2003. Where appropriate, the results of the currenr survey will be compared with the findings from that survey, which was conducted with 802 adult smokers aged 40 to 54, between April

15 and 29,2003.

The topics addressed in the current survey included:

• Unaided recall of advertising dealing with smoking cessation

• Aided recall of the "Cough" ad, sponsorship and responses to the ad

• Aided recall of the "Plan" ad, sponsorship and re- sponses ro the ads

• Contacts with the government 1 800 number, the smoke-free website and the srnokers' helpline

• Assessments of the federal g overnmerit's ove r aIl performance, as weIl as its performance on com- munications and smoking cessation issues

• Quit behaviour measures and methods

• Demographies

The key findings of the survey are as follows:

• More th an eighr in ten smokers aged 40 to 54 years - 84 percent - have, or may have, seen an ti- smoking ads about quitting smoking, how to quit or the benefirs of quitting smoking over the past few weeks; among those who have seen such an ad, 84 percent did so on television and 21 percent on cigarette packages.

• When asked what they remember about the ad(s) they saw, smokers aged 40 to 54 are most inclined to mention ads about Nicoderm or the patch (15%), warning messages on cigarette packages (14%) and the "Plan" ad (14%). Six percent, unaided, mention other elements ofrhe Bob/Martin campaign.

• Four in ten 09%), aided, remember seeing the

"Cough" ad over the past few weeks or so.

Among those who have, or may have, seen this ad:

• One-half (48%) say the main point of the ad is to make people quit or stop/encourage people ro quit or stop/quitting is possible. Three in ten say chat the main point is that smoking is bad for health/

dangerous/harmful/smoking kills (29%).

• Sixt y percent say the Government of Canada spon- sored this ad (including prompted and unprompted responses).

• Sixty-seven percent say it is appropriate for the federal government ro sponsor this ad.

ENVIRONICS BOB/MARTIN AD RECALL

3

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• Seventy-six percent say the message about quirting smoking is believable and 61 percent say ir is effective.

• Seventeen percent say the ad made them think about quirting a great deal, and 38 percent say it made them think somewhat about quitting.

• Twenry-five percent say they talked about this ad with others.

• Forry-eight percent say they recall the 1 800 Govern- ment of Canada phone number, 40 percent say they recall the website and 48 percent say they recall the smokers' help-line.

• Among those smokers who recall the smoke-free website, one in ten (8%) visired ir. Very few of those who recall the 1 800 number or smokers' helpline cailed these numbers.

• Sixt y percent, aided, remember seeing the "Plan" ad over the past few weeks or so.

Among those who have, or may have, seen this ad:

• Fifry-rwo say the main point of the ad is to make people quit or stop/encourage people to quit or srop/quitring is possible.

• Fifry-nine percent say the Government of Canada sponsored this ad (including prompted and unprompted responses).

• Sixt y-six percent say ir is appropriate for the federal government to sponsor this ad.

• Seventy percent say the message about quitting smoking is believable, and 57 percent say ir is effective.

• Fifteen percent say the ad made them think about quitring a great deal, and 40 percent say

it

made them think somewhat about quitring.

• Twenry-four percent say they talked about this ad wirh others.

• Porty-five percent say they recall the 1 800 Govern- ment of Canada phone number, 35 percent say they recall the website, 43 percent say they recall the smokers' help-line and 34 percent say they recall the step-by-srep guide.

• Among those smokers who recall the smoke-free website, six percent visited ir. Three percent of those who recail the 1 800 number and two percent of those who recall the srnokers' helpline called these numbers. Four percent of those who recall the guide called or e-mailed ro request it.

• Combining the responses ro ail questions concerning use of the 1 800 nurnber, we find thar three percent (23 respondents) overall have made use of this channel.

• Corn bining the responses to ail questions concerning use of the smoke-free website, we find thar four percent (31 respondents) overall have made use of this channel.

• Combining the responses ta ail questions concerning use of a smokers' helpline number, we find that two percent (17 respondents) overail have made use of this channel.

• More th an one-halfofsmokers aged 40 to 54 (53%) are seriously thinking of quitting; four in ten (38%) of these say they will try within the next 30 days.

• Eight in ten smokers in this age group (82%) have tried to quit at least once.

• Among those who have tried to quit, 40 percent have not tried ro do so in the past year. Twenty percent have tried once in the past year, 13 percent have tried rwice, ten percent have tried three times and 17 percent have tried more than three times.

• Smokers aged 40 to 54 are most likely ta consider advice from a health care professional to be help- fuI in quitting (68%), followed by advice from a pharmacist (54%) and advice from a pharmaceutical company selling cessation products (52%).

• Among smokers aged 40 ro 54, positive assessments of the federal governrnent's performance in providing information about services prevail. Negative assessments of the federal governmenr's general performance outweigh neutral or positive assess- menes; on the dimension ofhelping Canadians quit smoking, opinion is divided.

ENVIRONICS BOB/MARTIN AD RECALL 4

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2.0 UNAIDED RECALL OF CESSATION ADVERTISING

More than eight in ten smokers aged

40

to

54

have seen cessation advertising over the past few weeks.

A large majority of more

th

an eight in ten smokers aged 40

to

54 (82%) say they

have seen anti-smoking

advertising about quitting smoking over

the past few

weeks and two percent say

they may have seen

advertising on this ropic, for a

total

of 84

percent. Fewer than two in ren (16%) do not recall seeing such

advertising.

There

has been no significant change in

this fin

ding

from

April

2003.

Anglophones and rhose with Internet access are more

likely to have seen

cessation advertising, as

are smok-

ers

in Western Canada; smokers in Atlantic Canada

and Quebec are slightly less

likely

to

have seen

such advertising.

When

smokers aged 40 to 54 who have, or may

have

seen, advertising about quitting smoking are asked what they remember about ir,

they recall

a wide variety

of images and messages from advertising they

have seen about quitting,

how to quit, or the benefits

of quitring

, Among the most frequently mentioned

images and messages are: N

icoderm/the patch (15

%);

warning

pictures/messages

on cigarette packs (14%);

ordinary-Iooking guy/drinking water/plan for quitting (14%); smoking

is bad for

you/dangerous side effect/smoking kills 03%); Nicoretre/nicorine gum 00%);

how to quir/I

800 Iine/step-by-step (10%);

should stop smoking/how to stop smoking/wants to stop smoking (6%);

Zyban/orher ways help you quit (4%); smoke rings/bull's eye/floating smoke (3%); and

various pictures (3%). A variety of ether images are also mentioned, including

references to earlier ads in

the Bob/Martin campaign and general references to ads about a guy

named Bob. Four percent offer no response to the question.

There has been a significanr drop since the April 2003 survey

in the number

of smokers who offer no response

ro this question

Unaided recall of cessation ads

June 2003

TOTAL

POs

84 14 2 Yes

No Maybe

82 16 2 Q.la

Over the past several weeks or so, have you seen any anti-smoking ads about quitting smoking, how to quit or the benefits of quitting smoking?

What remembered about cessation ads

June 2003

TOTAL

POs

Nicoderm/the patch 15 17

Warning pictures/messages on cigarelte packs 14 15 Ordinary-Iooking guy/drinking water/plan for quilting 14 16 Smoking is bad for your health/dangerous si de effecV

smoking kills 13 16

Nicorette/nicotine gum 10 12

How to quiV1 800 line/step-by-step 10 11

Should stop/how to stop smoking/

wants 10 stop smoklnq 6 6

Zyban/other ways help you quit 4 5

Smoke rings/bull's eye/floaling smoke 3 2

Pictures (various) 3 3

Other 33 32

dk/na 4 4

Q.lb

Please tell me everything you can remember about this ad (tbese ads). Anything else?

Subsample: Those who have seen, or may have seen, anyanti- smoking ads about quitting smoking

5

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The largest proportion of adult smokers aged 40 to 54 who have seen or heard any advertising about quitting smoking - 84 percent - have seen this advertising on television. Sm aller proportions say they have seen or heard this advertising on cigarette packages (21 %), in the newspaper (Ll %), on the radio (6%), in magazines (5%), on outdoor bill boards (3%) and in hospitals/drugstore/doctor's office (3%). A number of other locations are also mentioned. There has been no significant change in these findings from the April 2003 survey.

Men are somewhat more likely th an women to mention seeing advertising on cigarette packs and in the newspaper. Anglophones are more likely than franco- phones to mention cessation advertising on cigarette packages. Those with Internet access are more likely to mention advertising on cigarette packages, and somewhat less likely ta mention seeing such advertising on television.

1

Where cessation ads noticed

June 2003

TOTAL POs

Television

84 84

Cigarette packs

21 21

Newspaper

11

9

Radio 6 6

Magazines 5 5

Outdoor billboards

4

5

Hospital/drugstore/doctor's office 3

2

PamphleVbrochure in the mail

2

3

Other

10 12

o.t,

Where did you notice this (tbese) aduertisements? Did you notice them anywhere else?

Subsample: Tbose who have seen, or may have seen, anyanti- smoking ads about quitting smoking

BOB/MARTIN AD RECALL

6

ENVIRONlcs

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3.0 AIDED RECALL OF "COUGH" AD AND RESPONSE To ^AD

3.1 "Cough" ad: aided recall and sponsorship

About one-third 01 smokers aged

40

to

54

have seen the "Cougb" ad. Among those who have seen if, six in t en identify the federal government as the sponsor, and almost seven in ten say the federal government is an appropriate sponsor.

One-third of

smokers

aged

40 ro 54

(35%) remember seeing

a

black and white television ad featuring an

"or-

dinary-Iooking guy" who is sitting on

a

chair holding an ashtray and talking about smoking,

who says

he

can'r laugh wirhout coughing and then says "1 quit."

In

addition,

four

percent say

they may have seen ir, for

a

total recall of

39 percent. Sixty-rwo percent do not

recall seeing the ad.

Men, the

less educated and those wirhout

a child under the age of 18 living in the household

are more likely

to recall seeing this ad. Better educated and the most

affluent smokers,

those with Internet access

and Que-

becers are less likely to recall this ad.

The main message of the ad

is understood by almost

half of viewers in the target group. Among smokers aged 40 to 54 who have seen this ad, five in ten (48%) say the main point of the ad is to make people quit or

stop/encourage

people

to

quit or stop/quitting is possible. Three in ten say thar the main point is thar smoking is bad for health/dangerous/harmfullsmoking kills (29%). Eighteen percent mention other points and four percent offer no response

Women, those aged 48 to 54 years, the

less educated

and the

less affluent are more likely to mention en-

couraging people to quit or stop as the main point.

Potential quitters are more likely

th an

others

to

say the main point is that

smoking

is bad

for health/dangerous/

harmful/smoking kills.

Aided recall of "Cough" ad

June 2003

;:±:.~

TOTAL POs

35 34

62 61

4

6

Yes No Maybe

Q.2a

Do you remember seeing a black and white television ad ouer the past few weeks or so, showing an ordinary-Iooking guy who is

sitting in a chair holding an ashtray and talking about smoking and says he can't laugh without coughing? Tben, he says "1 quit."

Main point of "Cough" ad

June 2003

TOTAL POs Make people quit or stop/encourage people

to quit or stop/quitting is possible

48 48

Smoking is bad for health/dangerous/harmful/

smoking kills 29

33

Don't smoke/don't start smoking

4 4

Cigarettes/smoking are addictive/hard to stop!

smoking is a bad habit

3 4

Other 11 11

dk/na

4 2

Q.3

Thinking about this ad, what do you think was the main point the ad was trying ta get across?

Subsample: Those who remember, or may remember, seeing the

"Cougb" ad

ENVIRONICS BOB/MARTIN AD RECAll

7

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Among respondents who recall seeing this ad, six in ten (60%) believe that the ad was produced by the Gov- ernment of Canada or by Health Canada. Six percent think it was produced

by

the provincial government, and four percent say it was produced by organizations concerned wirh health or non-smoking. Twelve percent mention sorne ether possible sponsor, and 18 percent offer no response. This includes borh top-of-mind and aided responses.

Among those who have seen this ad, better educated and more affluent respondents, and those with Internet access, are more likely to say that the ad was produced by the Government of Canada. Potential quitters are less likely to say this.

Just un der seven in ten (67%) of smokers aged 40 to 54 who saw the "Cough" ad say thar ir is appropriate for the Government of Canada to sponsor this ad; 30 percent say ir is not appropria te, and four percent offer no response.

Potenrial quitters are more likely to say it is appropriate for the federal government to sponsor this ad, as are Quebecers; Western Canadians are less likely to approve of Government of Canada sponsorship.

Who produced "Cough" ad

June 2003

TOTAL POs Government of Canada/Health Canada 60 57

Provincial government 6 6

Health organization/non-smoking 4 7

Canadian Cancer Society 2 3

Other 10 7

dk/na 18 20

Q.2b-c (combined)

Thinking about this ad, who do you think produced it? That is, who paid for it?

"Cougb" ad

Appropriate for government to sponsor

"Cough" ad

June 2003

TOTAL POs Yes

No Maybe

67 30 4

76 20 5

Q.4

In fact, the television ad you saw about the ordinary-looking guy was sponsored by the Gouernment of Canada. Is it appropriate for the Gouemment of Canada to sponsor this ad?

"Cougb" ad

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3.2 "Cough" ad: response

Almost eight in ten smokers who saw the "Cougb" ad think the ad is belieuable; six in ten think is effective in getting its message across. More than one-half of those who saw it say it made them think about quitting.

Among smokers aged 40 ro 54 years who saw the

"Cough"

ad, a total of

almost eight in ten respondents who saw

the ad

say

that it is very (37%) or

somewhat

(39%) believable in its message about quitting smok- ing. A total of

one-quarter say

it is not

very (10%) or

not at all (14%) believable.

A

total of six

in

ten say

thar it

is very

(20%) or sorne-

what (41%) effective

in

getting its

message across. A

total of four in ren say

ir is not

very

(15

%) or not at ail (24%) effective.

A

total of

more than one-half of

smokers who saw

this

ad say

thar it made them rhink

about quitting a great

deal (17%) or

somewhat (38%). More than four in ten (44%)

percent

say the ad did not make them think

about quitting at

aIl.

Men, those without

children under the age of 18 in

the household, potential quitters and

smokers in Ontario are more likely than others

to say the ad

made them

rhink about quitting a great deal.

Impact of "Cough" ad

June 2003

TOTAL

POs

Believable in its message about qui/ling smoking

Very

37 46

Somewhat 39

41

Not very

10 5

Not at ail

14 6

Effective in its message about qui/ling smoking

Very

. 20 27

Somewhat

41 44

Not very

15 14

Not at ail

24 16

Q.5

Is this ad very, someuibat, not very or not at all ... ? Subsample: Those who remember; or may remember, seeing the

"Cougb" ad

"Cough" ad led to thinking about quitting

June 2003

TOTAL

POs

29

46 24

A great deal Somewhat Not atall

17

38

44

Q.6

How much did this ad make you think about quitting smoking ... ?

"Cougb" ad

9

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3.3 "Cough" ad: cali to action

One-quarter ofsmoleers who sau/ the ad talked to some- one about it. Between four and jive in ten remember the ¹800 number, the website or the smokers' helpline from the ad.

Among smokers aged 40 to 54 who saw

the

"Cough"

ad, one-quarter (25 ^%)spoke with orher people about the ad; three-quarters (75%) did not.

Women, smokers aged

48

to 54 and potential quitters

are

more like1y to have talked with

someone

about the ad. Albertans are more Iikely

ta

have talked with

someone;

Atlantic Canadians are

the least like1y ro

have done so.

Wh en asked, 16 percent of smokers who saw this ad report thar they did

something else as

a resulr

of seeing

this ad;

84

percent did not do anything else.

Porenrial quitters are more likely than others ro s

ay

that they did sornerhing else. Albertans

are less

likely than

those in other regions to report doing something

else.

When rhose

who did sornething

e1se were

asked what

they had done, the most common responses

are quit

smoking/tried to quit (24%) and I lit a cigarette (20%).

Sm aller proportions mention slowed down/reduced pace (12%), visired a

website (9%) and thought

about ir (8%). Twenry-seven percent mention other

responses.

Talked about "Cough" ad

June 2003

TOTAL POs

Yes No

25 75

31 69

Q.7

Did you talk about ibis aduertising with anyone such as a family member, friend, someone at work or anyone else?

Subsample: Tbose who remember, or may remember, seeing the

"Cougb" ad

Did something else as result of "Cough" ad

June 2003

TOTAL POs

Yes No

16

84

23 77

Q.8a

Did you do anything else as a result ofseeing this advertising?

Subsample: Tbose who rernember; or may remember; seeing the

"Cougb" ad

Actions taken

June 2003

~..iM~K

TOTAL POs

Quit smoking/tried to quit 24 30

Lit a cigarette 20 15

Siowed down/reduced pace 12 15

Visited website

9 9

Thought about it 8

8

Visited doctor/health professional 2 2

Other 25 20

Nothing 4 5

dk/na 4 5

Q.8b

What did you do? Anything else?

Subsample: Those who remember; or may remember; seeing the

"Cougb" ad, and who did something else as a remit of seeing the ad

ENVIRONICS BOB/MARTIN AD RECAll 10

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When asked specifically, five in ten of those who saw the ad say they recaIl the Governmenr of Canada 1 800 phone number from the ad (48%), five in ten recall the smokers' helpline (48%) and four in ten recall the smoke-free website (40%).

Potential quitters are more likely rhan those who are not trying ta quit ta recall all three channels. Women are more likely ta recall the smoke-free website. Quebecers are less likely than those in other regions ro recall the 1 800 phone number and the helpline number.

Among those smokers who recall the smoke-free website, about one in teu (8%) say they visired it. Very few of those who recall the 1 800 number or srnokers' helpline report that they called these numbers (3% and

1 %, respectively).

Recall of access channels

June 2003

TOTAL POs

Government of Canada 1 800 phone number 48 51 Smokers' helpline number for information

about quitting 48 49

Smoke-free website address 40 46

Q.9

Do you remember seeing any of the following in ibis ad ... ? Subsample: Those who remember, or may remember, seeing the

"Cough" ad

Used access channels

June 2003

TOTAL POs Visited smoke-free website address

Called Government of Canada 1 800 phone number Called smokers' helpline number for information

about quitting

8 3

9 4

Q.I0a

Did you cali this Gouemment of Canada 1 800 number for information about smoking or quitting?

"Cougb" ad, and who remember seeing a Govemment of Canada 1 800 number

Q.I0b

Did you go to the smoee-free website for information about smoking or quitting?

"Cougb" ad, and who remember seeing a smoee-free website address

Q.I0c

Did yeu cali this smokers' helpline number for information about smoking or quitting?

"Cougb" ad, and who remember seeing a smokers' helpline number

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4.0 RECALL OF "PLAN" AD AND RESPONSE To ^AD

4.1 "Plan" ad: aided recall and sponsorshIp

Six in ten smokers aged 40 to 54 have seen the "Plan"

ad. Among those who have seen

it,

six in ten identify the Government of Canada as the sponsor and just under seven in ten say the federal gouernment is an appropriate sponsor.

Recall of the "Plan" ad is very high among the target group of smokers age 40 to 54. Six in ten smokers aged 40 ro 54 (59%) remember seeing a black and white television ad featuring an "ordinary-Iooking guy" sitting in a chair, who is talking about how he came up wirh a plan to quit smoking, and one percent say they may have seen it, for a total of 60 percent. Forty percent do not recall seeing the ad.

Women, and those without a child under the age of 18 in the household are more likely th an others to recall seeing this ad, as are Western Canadians.

The main message of the ad - to encourage quitting - is getting through ro smokers in the target group.

Among respondenrs who have seen this ad, five in ren (52%) say the main point of the ad is to make people quit or stop/encourage people to quit or srop/quirting is possible. Sm aller proportions say the main point is thar it is hard ro quit but ir can be done (8%), rhere are dif- ferent ways ta quit (6%), help for people to quit (5%), smoking is bad for health/dangerous/harmful/smoking kills (5%) and changing your habits (5%). Seventeen percent mention other points and two percent offer no response.

Men, those without Internet access and porenrial quitters are more likely to say thar the main of the ad is to make people quit or stop/encourage people to quit or stop/quitting is possible; Western Canadians are sorne- what less likely to name this as the main point.

Aided recall of "Plan" ad

June 2003

TOTAL POs

Yes No Maybe

59

40

59

40

Q.lla

Do you remember seeing a black and white television ad over the past few weeks or so, showing an ordinary-Iooking guy sitting in a chair, who if talking about how he came up with a plan to quit smoking that includes drinking water, breathing deeply or going for a walk? ln the ad, he gels a craving, reacbes for a big glass of

water and stans drinking il.

Main point of "Plan" ad

June 2003

TOTAL POs Make people quit or stop/encourage people

to quit or stop/quilting is possible 52 55

Hard ta quit but it can be done 8 7

There are diHerent ways ta quit 6 7

Help for people to quit 5 5

Smoking is bad for health/dangerous/

harmful/smoking kills 5 4

Changing your habits 5 6

Ways ta curb your craving ta smoke 3 5

lt's easy/not hard to quit 3 2

Need a plan to quit 3 2

Other 8 6

dk/na 2

Q.12

Thinking about this ad, what do yeu think u/as the main point the ad was trying to get across?

"Plan" ad

(13)

Among respondenrs who recall seeing this ad, six in ten (59%) believe thar the ad was produced by the Gov- ernment of Canada or by Health Canada. Five percent think it was produced by organizations concerned with health or non-smoking, and four percent say it was produced by the provincial government. Fifteen percent mention sorne other possible sponsor, and 18 percent offer no response. This includes borh rop-of-mind and aided responses.

Among rhose who have seen this ad, those with Inter- net access, potential quitters and Quebecers are more likely than others to say thar the ad was produced by the federal government.

Among smokers who have seen the "Plan" ad, just under seven in ten (66%) say that ir is appropriate for the Government of Canada to sponsor this ad, 30 percent say ir is not appropriate.

The most educated and less affluent smokers, those aged 40 ta 47, porenrial quitters and Quebecers are somewhat more likely to say it is appropria te for the federal government to sponsor this ad.

Who produced "Plan" ad

June 2003

TOTAL POs

Government of Canada/Health Canada

59 63

Health organization/non-smoking 5

5

Provincial government 4

3

Tobacco company/tobacco industry 3

Other

12 13

dk/na

18 15

Q.ll b-c (combined)

Thinking about this ad, who do you think produced it? That is, who paid for i t ?

Subsample: Those who remember; or may remember, seeing the

"Plan" ad

Appropriate for government to sponsor

"Plan" ad

June 2003

TOTAL POs

Yes No Maybe

66 75

30 20

4 5

Q.13

ln fact, the television ad you sawabout the ordinary-Iooking guy with a cigarette was sponsored by the Government of Canada. ls it appropriate for the Government of Canada to sponsor this ad?

"Plan" ad

ENVIRONICS BOB/MARTIN AD RECAll.

13

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4.2 "Plan" ad: response

Seven in ten smokers who saw the "Plan" ad think it is believable; almost six in ten think the ad is effective in getting its message across. More than one-half of those who saw it say it made them think about quitting.

Among smokers aged 40 to 54 years who saw the

"Plan" ad, a total of seven in ten say thar it is very (35%) or somewhat (35%) believable in its message about quitting smoking. A total of three in ten say it is not very (11 %) or not at all (18%) believable.

A total of almost six in ten respondents who saw the ad say thar it is very (22%) or somewhat (35%) effective in getting its message across. A total of four in ten say ir is not very (16%) or not at aU (25%) effective.

Potential quitters are more likely to find this ad borh very effective and very believable. Those aged 40 to 47, those wirh Internet access and Ontarians are also more likely th an orhers to find this ad very believable.

A total of more than one-half of smokers who saw this ad say thar it made them think about quitting a great deal (15 %) or somewhat (40%). Porry-five percent say the ad did not make them think about quitting at aU.

Potenrial quitters, and smokers in Ontario are more likely than others to say the ad made them think about quirting a great deal.

Impact of "Plan" ad

June 2003

Be/ievable in its message about quitting smoking Very

Somewhal Nol very Not al ail dk/na

Effective in its message about quitting smoking Very

Somewhal Nol very Nol al ail dk/na

TOTAL POs

35 35 11 18

46

34 7 11 2 22 35 16

25

31 37 14 17

Q.14

Is this ad very, someu.bat, not very or not at al! ... ? Subsample: Those who remember, or may remember seeing, the

"Plan" ad

"Plan" ad led to thinking about quitting

June 2003

Agreai deal Somewhat Not al ail dk/na

• Less than one percent

TOTAL POs 26 48

27

15 40 45

Q.15

How mucb did this ad maèe you think about quitting smoking ... ?

Subsample: Those who remember, or may remember seeing, the

"Plan" ad

(15)

4.3 "Plan" ad: cali to action

One-quarter ofsmokers who saw the ad talked to some- one about it. Between three and five in ten remember the 1 800 number; the website, the smokers' helpline or the step-by-step guide from the ad.

Among smokers aged

40 to 54 who saw

the "Plan" ad,

one-quarter (24%) spoke with other people about the ad;

three-quarters (76%) did not.

Women, and potentiaJ quitters are

slightly more likely

to have talked with someone about the ad. As

weIl,

Ontarians and Western Canadians are more likely to have talked with

someone.

When asked, 15 percent of smokers who saw this ad report that they did somerhing

else as a result of seeing

this ad; 85 percent did not do

anything else.

Potential

quitters

and Western Canadians, particularly

British Columbians, are more likely than others

ta

say thar they did

something else.

When those who did something else were asked whar they had done, the most corn mon responses of

smokers

aged 40 to 54 were quit smoking/rried

ta

quit (22%)

and 1 lit a cigarette (16%).

Sm aller proportions mention

slowed down/reduced pace (12%),

thought about

it (10%) and drank sorne water instead of smoking

(9%).

Thirry-one percent mention other responses.

Talked about "Plan" ad

June 2003

TOTAL POs Yes

No dk/na

24 76

30 70

• Less than one percent

Q.16

Did you talk about this advertising with anyone sucb as a fa:mily member, friend, someone al work or anyone else?

"Plan" ad

Did something else as result of "Plan" ad

June 2003

TOTAL POs Yes

No

15

85

22 78

Q.17a

Did you do anything else as a result of seeing this advertising?

"Plan" ad

Actions taken

June 2003

TOTAL POs

Quit smoking/tried to quit 22 26

Lit a cigarette 16

5

Siowed down/reduced pace 12

15

Thought about it 10

1 3

Orank water (instead 01 smoking) 9 1 0

Visit doctor/health prolessionals 4

5

Called a number

1

Visited website 2

Stopped smoking inside/in Iront of children/

in Iront 01 other/srnoke outside 2

Other 24

21

Nothing 2

Q.17b

What did you do? Anything else?

"Plan" ad, and did something else as a result ofseeing the ad

15

(16)

When asked specifically, more th an four in ten of those who saw the ad say they recall the Government of Canada 1 800 phone number from the ad (45%), four in ten recaU the srnokers' helpline (43%), more than oue-third recall the smoke-free website (35%), and a similar number recall the step-by-step guide (34%).

Porential quitters are more likely (han chose who are not trying to quit to recall aU three access channels and the guide. Men are more likely than women

ta recall the three access channels. Quebecers are less likely than those in ether regions ro recall the 1 800 phone number and the srnokers' helpline; Ontar- ians are more likely ⁽⁰recall the guide.

Few of those who recall any of these channels report making use of them. Among those smokers who recall the smoke-free website, six percent visired it. Three percent of those who recall the 1 800 number, and two percent of those who recall the smokers' helpline called these numbers. Four percent of those who recall the guide called or emailed ^torequest it.

Recall of access channels

June 2003

TOTAL POs Governrnent of Canada 1 800 phone number 45 49

about quitting 43 50

Smokers' helpline number for information

Smoke-free website address 35 40

Booklet which offers step-by-step guide to quitting 34 36

Q.18·

Do you remember seeing any of the following in this ad ... ? Subsample: Those who remember, or may remember seeing, the

"Plan" ad

Used access channels

June 2003

Visited smoke-free website address Called or e-mailed to request guide

Called Government of Canada 1 800 phone number Called smokers' helpline number for information

about quitting

~

TOTAL POs

6 7

4 7

3 5

2 4

Q.19a

Did you ca!! this Govemment of Canada 1 800 number for information abolit smoking or quitting?

Subsamp!e: Those who remember, or may remember seeing, the

"Plan" ad, and who remember seeing a Govemment of Canada 1 800 number

Q.19b

Did you go to the smoke-free website for information abolit smoking or quitting?

"Plan" ad, and who remember seeing a smoke-free website address Q.19c

Did you cali this smoeers' helpfine number for information about smoking or quitting?

SlIbsamp!e: Those who remember, or may remember seeing, the

"Plan" ad, and who remember seeing a smokers' helpline number Q.19d

Did you cali or e-mail to request this guide?

"Plan" ad, and remember seeing a booklet which offirs a step-by- step guide to quitting

(17)

5.0 SUMMARY OF TESTED ADS IN "BOB/MARTIN" CAMPAIGN

An examination of the findings for ail four ads in the Bob/Martin campaign tested to date reveals consider- able consistency and positive responses in the evalua- tion of the ads. Aided recall, on the other hand, varies considerably among the ads. This is partly influenced by elapsed time between air dates and survey field- work.

Aided recall is high for all four ads, ranging from a low of 39 percent for "Cough" to a high of 60 percent for

"Plan." The differences in elapsed rime between last air

date and survey field dates for the four ads is one factor in undersranding recall. For rwo ads - "No problem"

and "Cough" - a rnonrh or more elapsed berween final broadcast date and the beginning of fieldwork.

Two weeks elapsed between the final broadcast date

of "Toiler" and the beginning of fieldwork, and only a

few days elapsed berween the final air date of "Plan"

and the beginning of fie1dwork. Not surprisingly, aided recall of"No Problem" and "Cough" is lower than thar of"Toilet"; and "Plan" receives the highest aided recall of the four.

An earlier survey of"No Problem" recall, conducted by Environics from March 19 ta 28, found recall among smokers age 40 ta 54, to be 51 percent.

Awareness of the Government of Can ada's sponsorship of these ads appears to have increased over the duration of the campaign ro date. Fifty-one percent

of smokers in the target group who recalled the first

ad - "No problem" - identified ir as being sponsored by the Government of Canada; this proportion has increased to 60 percent of those who recall "Cough" and 59 percent of those who recall "Plan."

Summary of tested ads

~:mt'''''''P'?''i$»- 7"'!i ~~~:!Iru;- ~~.-

"No PROBLEM" "Tom" "COUGH" "PLAN"

Broadcast Dates Jan. 21 -Mar. 9 Mar. 10 - Mar. 31 Apr. 21- May 4 May 5 -Jun. 1

Survey Field Dates Apr. 15 - 29 Apr. 15 - 29 Jun. 3 - 12 Jun.3-12

Aided Recall (yes/rnaybe) 45 53 39 60

Subsample: Aided recall of named ad N=365 N=420 N=308 N=481

Sponsorship:

Government of Canada named 51 56 60 59

Appropriate as sponsor 60 65 67 66

Effective (overall) 60 56 61 57

Believable (ove rail) 71 68 76 70

Think about quitting 51 50 55 55

Talk to others 26 29 25 24

Recall of access channels:

1 800 number 41 41 48 45

Website 31 30 40 35

Srnokers' helpline 46 36 48 43

Use of Access Channels (among those with recall)

1 800 number 2 1 3 3

Website 4 10 8 6

Smokers' helpline 2 1 1 2

(18)

The proportion who think it is appropria te for the Government of Canada to sponsor rhese ads has also increased somewhat, from 60 percent for "No problern"

to a high of 67 percent for "Cough."

Ali four ads are seen as effective by about six in ren of those wirh aided recall of each specifie ad, and as believable by seven in ten or more. Five in ten or more find thar each of these ads makes them think at least somewhat about quitting. Between one-quarter and rhree in ten have discussed the ads they recaU wirh others.

RecaU of the 1 800 number and the smokers' helpline is between four in ren and five in ten for all four ads;

recall of thé website is berween three in ten and four in ten. Those who recaU the "Cough" ad have reported the highest levels of recall of these three access channels. Overall, recall of these access channels tends to be . higher in the final two ads th an in the first rwo.

Reported use of the access channels by those who re- caU an ad and a mention of the channel in thar ad has remained low; reported use of the website is somewhat higher than reported use of the other channels among rhose who recaU these ads.

(19)

6.0 ACCESS CHANNElS: 1 800 NUMBER, WEBSITE, SMOKERS' HELPLINE

Use of these three access channels is limited among smokers aged 40 to 54j in each case} fewer than fioe percent report using the channel.

Respondents who had not been previously asked about contact wirh the federal government through the 1 800 number were asked, specifically, if they had ever called the Governmeot of Canada 1 800 number for information about smoking or quitting. Two percent say rhat they have called the 1 800 number for this reason; 98 percent say they have not.

Combining the nurnber who report, in response to this question, rhat they have called the 1 800 number for this purpose, with the number who report calling the 1800 number in response to previous questions, we find thar three percent (23 respondents) of adule smokers overall have made use of this channel. There has been no change in this fin ding sin ce April 2003.

Among those who have called the 1 800 nurn ber, about eight in ten (84%) say thar the nurnber was easy ro use, six in ten (63%) say they received or were offered something, and just under one-half (47%) say the information was helpful to them. Note that caution is advised in inrerpreting these findings due to the extremely small sample sizes.

1 800 number easy to use

June 2003

TOTAL POs

Yes

No

84 16

91 9

BOB/MARTIN AD RECALL

63 31

6 POs

75 25 Q.20b

Was this number easy to use?

Subsample: Those who have ever called the Government of Canada 1 800 number for information

Received or was given information

June 2003

48 42 10

ENVIRONICS 19

TOTAL

Yes

No dk/na

Q.20c

Did you receive anything or were you offired anything?

Subsample: Those who have ever called the Government of Canada 1 800 number for information

Information helpful and useful

June 2003

TOTAL PQs

Yes

No dk/na

47

46 7

Q.20d

Wcu the information helpful and useful to you?

Subsample: Those who have euer called the Government of Canada 1 800 number for information

(20)

Respondents who had not been previously asked about contact with the federal government through the smoke-free website were asked, specifically, if they had ever gone to this website for information about

smoking or quitting.

Two percent

say thar they

have

called the 1

⁸⁰⁰number for this reason; 98 percent

say

they have nor.

Combining

the number who report, in response to

this question, that they have visited the

smoke-free website, with the num ber who report visiting the smoke-free website in response

ta previous questions, we find that

four percent (31 respondents) overall have made

use of this channel. There has been no change in this finding

since April

^2003.

Among those who have visited the

smoke-free website, eight

in ten ^(80%)say thar the

website was easy

ta

use, three in ren (29%) say they received or were offered somethiog, and about two-thirds

(65%) say the

information was helpful to them. Note thar

caution

is advised in interpreting these findings due ta the

extremely small sample sizes.

smoke-free.ca website easy to use

June 2003

TOTAL PDs 82 11 6 Yes

No

dk/na

80 12

8

Q.21b

Was this website easy to use?

Subsample: Those who have euer visited the smoke-free website for information

Received or was given information

June 2003

TOTAL PDs

27

68 5 Yes

No

dk/na

29 67

3

Q.21c .

Did you recetue anything or uere you offered anything?

Subsample: Those who have eoer visited the smoke-free website for information

Information helpful and useful

June 2003

TOTAL PDs

Yes No

dk/na

65 28

7

66 24 10

Q.21d

Was the information helpful and useju! to you?

Subsample: Those who have ever visited the smoke-free website or information

(21)

Respondents who had not been previously asked about contact with a smokers' helpline were asked, specifically, if they had ever gone to a srnokers' helpline phone number for information about smoking or quitting. Two percent say thar they have called a srnokers' helpline number for this reason; 98 percent say they have not.

Combining the number who report, in response ro this question, thar they have called a smokers' helpline number for this purpose, with the number who report calling the smokers' helpline number in response to previous questions, we find that two percent (17 respondents) overall have made use of this channel.

There has been essentially no change in this finding since April 2003.

Among those who have called smokers' helpline number, nine in ten (92%) say thar the number was easy ra use and under one-half (46%) say they received or were offered something and a similar proportion (45%) say the information was helpful to them. Note thar caution is advised in interpreting these findings due ro the exrrernely small sample sizes.

Among those who were offered or who received something (a total of eight respondents), five people say they received a booklet/pamphlet/information.

Helpline number easy to use

June 2003

TOTAL POs

. Yes

No

92

8

100

Q.22b

lVczs this number easy to use?

Subsample: Those who have euer called the smokers' helpline for information

Received or was given information

June 2003

TOTAL POs 52

48

. Yes

No

46

54

Q.22c

Did you recette anything or u/ere you offired anything?

Subsample: Those who have et/er called the smokers' helpline Jar information

Information helpful and useful

June 2003

TOTAL POs Yes

No dk/na

45

50 5

51 41 8

Q.22d

Was the information help/ul and usefu! to you?

Subsample: Tbose who have ever ca lied the smokers' belpline for information

(22)

7.0 QUITTING: BEHA VIOUR AND RESOURCES

7.1 Quitting behaviour

Just overone-halfofsmokers aged 40 to

54

are seriously thinking of quitting; four in ten of these say they will try within the next 30 days. Eight in ten have tried to quit at least once.

Just over one-half of smokers aged 40 to 54 (53%) report thar they are now seriously rhinking of quitting smoking; just under one-half (46%) are not seriously thinking of quitting. This finding is essentially unchanged from April 2003.

Those with Internet access are more likely to report thar they are rhinking of quitting. Smokers in Ontario and British Columbia are also more likely than those in other regions ro say they are thinking of quitring. There is sorne indication thar occasional smokers are more likely than everyday smokers to say they are thinking of quitting, however, this finding should be interpreted with caution due to small sample size ..

Among smokers aged 40 to 54 who are seriously thinking about quitting, four in ten (38%) say they will try to quit within the nexr 30 days. Almost one-half(45%) say they will try ro quit within the next six monrhs.

Fifteen percent say they will not try within the next six months. These findings are similar to those found in April 2003; however, there has been a slighr increase in the number who say they will not try to quit wirhin the next six months.

Smokers aged 48 ro 54 and Western Canadians are somewhat more likely to say they will try ro quit in the next 30 days. Occasional smokers are also more likely than everyday smokers to say this, however, this fin ding should be interprered wirh caution due to small sam ple size.

Seriously thinking of quitting smoking

June 2003

Yes No dkjna

53 46

Q.25a

Are you now seriously thinking of quitting smoking?

Wh en thinking of trying to quit smoking

June 2003

Within next 30 days Within the next 6 months Not within the next 6 months dkjna

38 45

15 2

Q.25b

When do yeu think you will try ta quit?

Subsample: Those who are seriously thinking of quitting smoking

ENVIRONICS BOB/MARTIN AD RECAil. 22

(23)

Eight in ren srnokers aged 40 to 54 (82%) say thar they have tried to quit smoking; only 18 percent have never tried. There has been essentially no change in these findings since April 2003.

Men, anglophones and potential quitters are more likely than orhers to have tried to quit in the past. The leasr educated and least affluent srnokers, as well as smokers in Quebec and Atlantic Canada, are less likely to have rried to quit.

Among rhose who have tried ro quit, 40 percent say they have not done so in the past year. Twenty percent have stopped smoking for at least 24 hours once in the past year, 13 percent have stopped twice, ren percent have stopped three times, and 17 percent have stopped more th an three times. There has been little change in these findings since April 2003; however, there has been a slight decline in the number who say they have not stopped smoking in the past year, and a slight increase in the number who have stopped more th an three times.

Men, smokers aged 48 ro 54, and those wirhour a child under the age ofl8 years living in the household, as weil as smokers in Ontario, are more likely rhan others not to have tried to quit in the past year. Those who smoke every day and those who are not potential quitters (i.e., not currently thinking seriously about quitting) are also more likely not ro have tried to quit in the past year.

Ever tried to quit smoking

June 2003

TOTAL POs Yes

No

82

18 89 11

Q.26a

. Have you ever tried to quit smoking?

Frequency of trying ta quit smoking

June 2003

TOTAL POs

Once 20 21

Twice 13 15

Three times 10 13

More than three times 17 23

Not in the pa st year 40 27

Q.26b

ln the past year; how many times have you stopped smoking for at least 24 hours because you were trying to quit smoking?

Subsample: Those who have ever tried to quit smoking

(24)

7.2 Quitting resources

Smokers aged 40 ta 54 are most likely ta consider advice

from

a health care professional ta be helpful in quitting, followed

by

ad vice from a pharmacist and advice from . a pharmaceutical company selling cessation products.

Smokers aged 40 to 54,

borh those rhinking about quitting and those not thinking about quitting, were

asked to indicate wherher a number of resources

or

aids ro quitting would be helpful to them personally.

Smokers are more likely to consider resources or aids involving contact with professionals

- such as advice

From doc tors or health professionals, pharmacists and pharmaceutical companies

selling cessation producrs - as being

helpful

to

them personally. Self-help pro-

grams such as brochures and videos, interactive websites

and a quitline are less likely to be seen as helpful.

About seven in ten smokers aged

40 to 54 say thar advice From a

doctor or health profession

al would be

very

(32%)

or somewhat

(36%)

helpful to them personally

in quitting.

Three in ren say this would be not very (Ll

^%)

or not at all (21

^%)

helpful.

Just over one-half of smokers aged 40 ro 54 say that

advice from a pharmacist would be very (20%) or s

orne- what (34%) helpful to them personally

in quitting.

Just

under one-half say this would be not very (14%) or not at all (31

^%)

helpful.

One-half of smokers aged

40 to 54

say that

advice From

a

pharmaceutical company selling

producrs thar help people quit smoking would be

very (17 %)

or somewhat (35

%)

helpful to them personally in quitting. A similar number say this would be not very

^05%)

or not at ail (32%) helpful.

Just

under one-half of smokers aged

40 ro

54 say thar a group program for people who want ro quit would be very

09%)

or somewhat

(28%)

helpful to them personally in quitting. About one-half

say

this

would

be not very (15%) or not

at ail (37%) helpful.

Methods for quitting smoking

June 2003

~"'=~~)~~~--=~~'!~=~~~w

TOTAL PQs

Advice trom your doctor or a health protessional

Very 32 38

Somewhat 36 35

Not very 11 12

Not at ail 21 14

Advice trom a pharmacist

Very 20 26

Somewhat 34 39

Not very 14 13

Not at ail 31 22

Advice tram a pharmaceutical company selling products ta help people quit smoking

Very 17 21

Somewhat 35 37

Not very 15 17

Not at ail 32 25

Group program tor people who want ta quit

Very 19 23

Somewhat 28 27

Not very 15 19

Not at ail 37 30

Selt-help materials like brochures and videos

Very 14 18

Somewhat 31 34

Not very 17 18

Not at ail 36 29

1 800 he/p line or quitline

Very 13 16

Somewhat 23 24

Not very 17 21

Not al ail 45 37

Interactive website program to help people quit smoking

Very 11

Somewhat 24

Not very 18

Not at ail 45

15 24 20 39

Q.27

Whether or not you are thinking about quitting, wou!d each of the fol!owing be a very, someuibat, not very or not at a!! helpful method for you personally ... ?

(25)

More than four in ten smokers aged 40 ta

54 say thar self-help material like brochures and videos would be very (14%) or somewhat (31 %) helpful to them person- aily in quitting. More than five in ten say this would be not very (17%) or not at ail (36%) helpful.

Just un der four in ten smokers aged 40 ro 54

say rhar

a 1 800 helpline or quidine would be very (13%) or somewhar (23%) helpful

ta

them personally in quirting.

About six in ren say this would be not very (17%) or not at ail (45%) helpful.

More than three in ten smokers aged 40 to 54 say thar an interactive website program set up to help people quit smoking would be very (11

%) or

somewhat (24%) helpful to them personal1y in quitting. Just over six in ten say this would be not very (18%) or not at ail (45%) helpful.

The results of the current survey are similar

ta

rhose found in April 2003. There have been slight increases in the ove rail totals of chose who would find

self-help

materials and a 1

800 helpline

or quidine he1pfu1.

Potenrial quitters are more likely to say that

ail

of these methods or resources would be at least somewhat help- fuI to them personally; occasional smokers tend to be more likely to say that most of these would be at leasr

somewhat useful to them.

Smokers aged 40 ro 47 are more likely

ta

think that advice from a pharmacist and ad vice from a pharmaceurical company would be at least somewhat helpfu1. Women are more likely th an men to think thar a helpline or quidine would be at least somewhat helpfu1. Those with children under 18 in the household are more inclined to see advice from a pharmacist as at least somewhat helpfu1. Smokers

with Internet access are

more inclined to rhink thar an interactive website program would be at least some- what helpful.

Western Canadians are somewhat less inclined to think that 1 800 helpline and a group program would be at least somewhat helpful ro them. Quebecers are some-

what less

likely

ta

say that advice from a doctor and advice from a pharmaceutical company would be at least somewhat helpfu1.

ENYIRONICS

BOB/MARTIN AD RECAll.

25

(26)

8.0 ASSESSMENT OF GOVERNMENT PERFORMANCE

Smokers are divided in their assessment of the Govern- ment of Canada's performance in helping Canadians quit smoking.

Smokers aged 40 ro 54 were asked

to

assess the perfor- mance of the Government of Canada on the following dimensions (using a 7-point scale where 1 means ter- rible and 7 means excellent): its performance in helping

to

assisr Canadians in quitting smoking; its performance in general; and its performance in providing informa- tion to the public about government services that are available to Canadians.

A total of just over four in ten smokers aged 40 to 54 (43%) provide positive assessments of the Government's performance in providing information to the public about government services, with Il percent rating its performance as excellent. Twenty-three percent say their assessment is neither good nor bad, and a total of 33 percent provide a negative assessment of the federal governrnenr's performance, including 13 percent who provide a rating of terrible. There has been essentially no change in these findings since April 2003.

A total of one-third of smokers aged 40 to 54 (34%) provide positive assessments of the federal governmenr's performance in helping Canadians quit smoking, with nine percent rating its performance as excellent. Thirry- two percent say their assessment is neither good nor bad, and a total of 31 percent provide a negative assess- ment of the federal governmenr's performance, with 16 percent providing a rating of terrible. There has been no change sin ce April 2003 in the proportion of those providing a positive assessment on this dimension;

however, there has been a slighr decrease in negative assessments.

A total of three in ten (29%) provide positive assess- ments of the federal governrnenr's performance in gen- eral, wirh six percent rating its performance as excellent.

Thirty-one percent say their assessment is neither good nor bad, and a total of 38 percent provide a negative assessment of the federal governrnenr's performance, including 19 percent who provide a rating of terrible.

There has been essentially no change in these findings sin ce April 2003.

Performance ratings for Government of Canada

June 2003

~~~~~E~~~~~W::~!o'=~f(~=~~;S~~ff_ce.=

TOTAL POs Providing information about go vern ment services

Excellent 11 12

Somewhat good 32 34

Neither good nor bad 23 20

Somewhat bad 20 20

Terrible 13 12

Helping Canadians in quitting smoking

Excellent 9 12

Somewhat good 25 27

Somewhat bad 15 13

Terrible 16 15

General

Excellent 6 6

Somewhat good 23 25

Somewhat bad 19 19

Terrible 19 18

Q.23a

Now, how would you rate the performance of the Government of Canada in helping to assist Canadians in quitting smoking?

Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point,

4,

is neither good nor bad.

Q.23b

And, using the same scale, generally speaking, how do you rate the performance of the Government of Canada?

Q.23c

And, using the same scale, how would you rate the performance of the Government of Canada in providing information ta the public about government services that are available ta Canadians?

26

(27)

(28)