National Electors Study following the 44th Canadian Federal Election: Report on the Voter Information Campaign and Elector Awareness

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Table of Contents

• Executive Summary
• Introduction
  • 1. Background and Objectives
  • 2. Methodology
    • 2.1: Quantitative Methods
    • 2.2: Qualitative Methods
  • 3. Notes to the Reader
• Part 1: Quantitative Findings
  • 1. Awareness of the Federal Election
  • 2. Unaided Recall of Elections Canada Advertising and Communications
  • 3. Aided Recall of Key Elections Canada Communications
  • 4. Aided Recall of Specific Elections Canada Advertising
  • 5. Evaluation of Ads
  • 6. Satisfaction with Electoral Information
  • 7. Knowledge of and Interest in Employment Opportunities
  • 8. Voter Registration: Knowledge and Actions
  • 9. Knowledge of Identification Requirements
  • 10. Knowledge of Voting Methods
  • 11. Awareness and Perceptions of Elections Canada
  • 12. Profile of Survey Respondents
• Part 2: Qualitative Research
  • 1. Voting Experience and Impressions
  • 2. Review of the Voter Information Campaign Materials
  • 3. Perceptions of the Elections Canada Guide
  • 4. Overall Assessments of the Information Campaign
  • 5. Media Consumption

List of Figures

• Figure 1: Awareness of the federal election during the election period
• Figure 2: Unaided recall of EC advertising
• Figure 3: Channel of unaided ad recall
• Figure 4: Unaided recall of main ad message
• Figure 5: Aided recall of "It's Our Vote" slogan
• Figure 6: Recall of VIC and brochure
• Figure 7: Aided recall of ads by phase
• Figure 8: Aided recall of specific ads by format and ad campaign
• Figure 9: Perceptions of main ad message
• Figure 10: Ad evaluation overall
• Figure 11: Satisfaction with information on the voting process
• Figure 12: How informed electors felt about when, where and how to vote
• Figure 13: How informed electors felt about COVID-19 safety measures at the polls
• Figure 14: Knowledge of employment opportunities
• Figure 15: Interest in employment opportunities
• Figure 16: Knowledge of need to update registration
• Figure 17: Knowledge of online voter registration service
• Figure 18: Knowledge of polling day registration
• Figure 19: Registration actions
• Figure 20: Knowledge of proof-of-identity requirements
• Figure 21: Knowledge of proof of residence
• Figure 22: Unaided knowledge of different ways to vote
• Figure 23: Aided knowledge of different ways to vote
• Figure 24: Top-of-mind organization for electoral information
• Figure 25: Trust in Elections Canada as a source of information

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