Part 2: Qualitative Research – National Electors Study following the 44th Canadian Federal Election: Report on the Voter Information Campaign and Elector Awareness

This section of the report presents the results from the qualitative research conducted as part of our evaluation of the Elections Canada Voter Information Campaign for the 44th federal election.

1. Voting Experience and Impressions

This section reports on participants' experience during the federal election that was held on September 20, 2021.

Most participants said they voted in person on election day

Most research participants reported having voted in the most recent federal election. This includes most participants in each of the focus groups and all of the participants interviewed individually by telephone. Nearly all those who said they voted reported doing so in person (only seven voters reported doing so by mail), with most specifying that they did so on election day (September 20). All those who reported voting in advance specified doing so at an advance polling station.

Most participants were aware of the option to vote by mail

Most participants said they were aware of the option to vote by mail. Non-voters were as likely to be aware of this option as voters. Despite widespread awareness of the option to vote by mail, few said they looked into the option (how to apply to vote by mail).

Habit and ease of voting in-person: main reasons for not considering voting by mail

Participants who were aware of the option to vote by mail but who opted to vote in person were asked why they did not consider voting by mail. Two reasons were identified most often: habit and ease of voting in person. They often associated the ease of voting in person with the proximity of the polling place and/or the relatively short time it takes to cast one's vote in person. Other reasons given for voting in person included the following, all of which were identified by individuals or no more than a few participants:

• voting for the first time and therefore wanting to do so in person
• a tradition/habit of family members voting together
• wanting their children to watch them cast their vote
• wanting to vote in an advance poll
• a desire to get out of the house/get out in public
• a belief that a vote should be cast in a public forum
• a feeling that voting by mail seemed strange

A few voters who were aware of the option to vote by mail identified potential problems or inconveniences with voting by mail as their reasons for not choosing this option. These concerns included:

• not receiving one's voting kit/it being lost in the mail
• not noticing one's kit in a pile of mail or mistaking it for junk mail
• the completed ballot being lost in the mail or not received on time
• the impression that the process is time-consuming and/or more complicated than voting in person

Those who considered voting by mail or who looked into the option said they did so out of curiosity or because of its potential convenience. An example of the latter was the concern that voting in person might take much longer than usual as a result of COVID-19. No one who voted by mail or considered doing so said they did so out of health concerns.

Most described their voting experience as easy

Most voters described the experience of voting in the most recent federal election as easy or relatively easy. This includes most participants in each of the focus groups and participants interviewed individually by telephone. Reasons given to explain the ease of the voting experience were varied, but typically involved the speed with which electors could cast their vote. Specific reasons offered routinely included:

• ability to vote at an advance poll, i.e., having different possible days on which to vote
• proximity of their assigned polling place
• there were no long lines or delays at their polling place
• helpful Elections Canada staff
• clear signage
• good organization/clear instructions

A new Canadian participant identified assistance provided in their mother tongue as contributing to the ease of the voting experience.

The few participants who described the voting experience as difficult often pointed to long lines/waits, sometimes associating this with what they perceived as limited staff/personnel at the polling place. Other difficulties included:

• the distance to their assigned polling place
• not receiving a voter information card (VIC) or having incorrect information on one's VIC (such as name misspelled)
• a perceived lack of organization/confusion at the polling place (occasionally linked to limited staff)
• inability to park in accessible parking due to lack of or limited spaces
• signage described as not well situated or easily visible
• lack of respect for and enforcement of physical-distancing protocols

A few youth participants who identified problems with their VIC associated this with the fact that they had recently moved or were in the process of moving in the period leading up to the election.

Experience of first-time voters tends to match expectations, while voters in previous federal elections see little, if any, change

Only a small number of voters identified this election as their first time voting. Nearly all these first-time voters said their experience tended to match their expectations. To the extent that the experience varied from expectations, it was usually because it took either more or less time than expected. One first-time voter had expected to have the option to vote electronically in this election.

Most voters who had voted in previous federal elections described the process this time around as no more or less difficult than in previous elections. To the extent that the process was described either as more or less difficult compared to previous elections, this was usually because it took either more or less time than in previous elections.

A few Indigenous electors who voted by mail in this election described the process as easier this time because they did not have to go out to a polling place. On the other hand, one participant with a visual impairment described the voting experience in the previous federal election as easier because on that occasion, their assigned polling place was in their condominium building instead of at another location.

Health and safety measures noticed by in-person voters

Participants who voted in person said they noticed the health and safety measures for COVID-19 that were in place at the polling place. While voters routinely said these made them feel safe when casting their ballot, it was also routinely mentioned that such measures have come to be expected in public spaces and that it is taken for granted that they will be in place for something like an election. That said, some participants specified that they appreciated such measures as voting booth wipe-downs between electors casting their ballot, the availability of hand sanitizer, use of disposable pencils, and clearly marked one-way traffic.

A few participants said they did not feel safer despite the measures in place. This was either because the number of people at the polling place made physical distancing difficult or because of a perceived lack of respect for and enforcement of physical-distancing protocols.

Various reasons for not voting

Among participants who did not vote in the federal election, some had voted before, while others had not. Reasons given for not voting included not feeling informed enough about the issues to cast a ballot responsibly, being too busy or unable to vote, complications arising from a recent move or change in life circumstances, and disillusionment with politics in general. Almost no one expressed concerns about voting during a pandemic, and no one indicated that they did not vote due to the perceived difficulty of the voting process.

Youth participants and new Canadians were the most likely to identify not feeling informed enough about the issues as their reason for not voting. One participant said they did not vote because they had COVID-19. A few non-voters who were not aware of the option to vote by mail said they would have considered using this option had they known about it.

Location and voting hours: information most often sought

Most participants said they did not look for information about how, where or when to vote in the lead-up to the election. However, at least a few participants in most focus groups and a few participants interviewed by telephone said they did look for such information. Respondents most often sought information related to polling place location and schedules for both regular and advance polls. Other types of information they sought included:

• ID requirements/valid pieces of ID
• requirements for voters and safety measures in place related to COVID-19
• information about when to expect one's VIC
• information about voting by mail

Everyone who sought information said they found or obtained the information they wanted.

Obtaining information included both active and passive means

Sources of information included the Elections Canada website, Google searches, online searches (unspecified or specific site not recalled), word of mouth/acquaintances, and the VIC. Some participants were looking for information in the early weeks of the election period, but others expected that the correct information would arrive on their VIC and so waited to receive their VIC instead of actively seeking information. This included information about polling location, opening and closing times of polling places, and dates for voting in advance polls.

Among those who actively sought out the information they wanted, the point at which they started to look for it varied and tended to depend on the information they sought. For example, those looking for information on advance polls and mail-in ballot kits started looking early in the election period. Conversely, those who sought information about such things as voting hours, ID requirements and requirements/measures related to COVID-19 tended to do so no more than a few days before election day.

2. Review of the Voter Information Campaign Materials

This section reports on participant feedback related to ads that were part of a multi-media information campaign conducted by Elections Canada during the recent federal election. The campaign was designed to help Canadians understand when, where and ways to register and vote, as well as to provide information on the measures in place to ensure electors could register and vote safely and to ensure poll workers could do their job safely. The ads appeared on television, on radio, in print, on social media and as banner ads on the internet.

2.1: Overview

A) Procedure for reviewing ads

Participants reviewed ads from each of four phases of the main advertising campaign, as well as from the two additional ad campaigns that ran during the entire election period. Each phase of the main campaign focused on a specific theme: registration, the voter information card (VIC), early voting options and election day. The additional components consisted of a recruitment campaign that focused on employment opportunities during the general election and the safety campaign, which focused on the safety measures in place to protect poll workers and voters during the COVID-19 pandemic. Participants were presented ads from each campaign and phase in succession and asked a series of questions for each. Ads were presented to participants in the online focus groups via the moderator's monitor, while participants in the in-depth telephone interviews accessed the ads on their own computers via a link.

The following specifications applied to the presentation of ads:

• The number of ads reviewed by participants varied by campaign and by audience. ^{footnote 8}
• TV and radio ads were rotated across focus groups and in-depth interviews so that half the participants were shown the TV version and half heard the radio version.

B) Description of ads

Appendix 3.3 of the NES Methodology Report provides tables that identify the ads focus group and interview participants reviewed in each medium for each of the ad campaigns and phases.

What follows is a brief description of the ads by media channel:

• Television ads: The TV ads reviewed by participants for the safety campaign and the VIC, early voting options and election day phases of the main campaign used graphic icons (as opposed to actors) and were accompanied by background music and a voiceover. The target audiences for these TV ads included the general population (all eligible voters), Indigenous electors and members of ethnic communities.
• Radio ads: The radio ads reviewed by participants for the safety campaign and the VIC, early voting options and election day phases of the main campaign included voiceovers accompanied by background music. The target audience for these radio ads included the general population (all eligible voters), Indigenous electors and members of ethnic communities.
• Social media ads: The social media ads reviewed by participants for the recruitment campaign and the registration phase (and, in the case of student youth, for the election day phase) were short video ads that included bright colours and lively background music. These ads targeted the following audiences: the general population (all eligible voters), youth, Indigenous electors, new Canadians and those who had recently moved residences.
• Web banner ads: The banner ads reviewed by participants for the recruitment and safety campaigns and for the registration and VIC phases of the main campaign were multi-frame animated ads (they included a series of frames succeeding each other). These ads targeted the following audiences: the general population (all eligible voters), youth, Indigenous electors, new Canadians and those who had recently moved residences.
• Print ads: The print ads reviewed by participants for the early voting and election day phases were published in newspapers. These ads targeted the general population (all eligible voters), Indigenous electors and members of ethnic communities.
• Static social media posts: The static social media posts reviewed by participants for the election day phase targeted youth enrolled in post-secondary education, persons with disabilities and members of ethnic communities.

A sample of the ad messages, media formats and creative designs can be found on Elections Canada's website (Advertising campaign – Spread the word – 44th General Election – September 20, 2021 – Elections Canada).

C) Presentation of findings

Some feedback from participants is best presented with a focus on the media channel because the feedback relates primarily to the vehicle, or format, for the ad (television, radio, social media video ad, animated web banner ad, print ad or static social media post). This applies to overall impressions/reactions, perceived strengths and weaknesses, and ease of understanding/clarity. In these areas, feedback on ads of a certain type was often similar or identical, regardless of the ad message or information.

On the other hand, some feedback is best presented by phase or campaign rather than by medium. This includes recall of ads, the perceived main message of the ads and perceptions of missing information. Consequently, feedback from participants is presented below under two main headings: assessment of ads by media channel, and assessment of ads by message.

2.2: Assessment of Ads by Media Channel

Overview of ads by media channel

Overall, TV and radio ads tended to elicit the most consistently positive reactions from participants. This was underscored by the fact that, although participants were asked not to compare ads, they sometimes identified television or radio ads as ones they liked the most in those phases of the information campaign in which they appeared (safety, registration/VIC, ^{footnote 9} early voting and election day). Ads produced in other media (print ads, static social media posts, social media video ads, animated web banner ads) were more likely to elicit mixed reactions, with participants routinely identifying aspects or features they liked, did not like (or liked less), or about which they tended to be indifferent or neutral.

A) Television ads

Television ads tested with participants focused on messages about safety, voter registration/VIC, early voting and election day. ^{footnote 10}

A.1: Overall impressions

Participants in both the focus groups and the in-depth interviews who reviewed television ads routinely reacted positively to them. As noted above, positive impressions were underscored by the fact that the television ads were sometimes identified by participants as their favourite ad in a particular phase of the campaign, even though they were asked not to compare ads.

A.2: Perceived strengths and weaknesses

Participants identified a number of strengths or positive features of the television ads, including the following perceptions:

• They are detailed and informative but do not include too much information. Regarding the TV ad dealing with safety, it was noted that it was good to include the information that voters could bring their own pen or pencil if they wanted.
• The message/information is simple, clear and easy to understand.
• The ads are captivating due to the combination/coordination of music, graphic icons and the voiceover (the use of both female and male voices was described by some as appealing). It was observed that the audio and video components are synchronized, so that one sees and hears the same things at the same time, which facilitates understanding.
• The tone of the ads is motivating/lively/upbeat.
• The overall pacing is good, making the ads easy to follow and the information easy to remember and process.
• The tagline "It's our vote" is uplifting/empowering when spoken/heard.

Criticism of the TV ads was limited. One general criticism of the TV ads made by some hearing-impaired participants was that they lack captioning. ^{footnote 11} Another criticism, offered by a few participants, was that the ads are not actor-based. It was suggested that depicting people would make the ads even easier to relate to. It was also observed that the colour scheme in the early voting TV ad is not very engaging, though it was also suggested that the voiceover compensates for this through its friendly, engaging tone.

B) Radio ads

The radio ads tested with participants focused on the following: safety, voter registration/VIC, early voting and election day. ^{footnote 12}

B.1: Overall impressions

Overall impressions of the radio ads were similar to those offered in relation to the TV ads, in the sense that participants in both the focus groups and in-depth interviews reacted positively to them, occasionally identifying them as their favourite in a particular phase or information component of the campaign.

B.2: Perceived strengths and weaknesses

Perceived strengths or positive features of the radio ads mirrored those of the TV ads and included the following perceptions:

• They are detailed and informative, yet concise in the sense that there is not too much information.
• The message is short, clear, to the point and easy to understand.
• The voiceovers are very good, with participants routinely describing the voices as "clear," "pleasant," "positive," "calming/soothing." As a result, the ads attract and hold one's attention. The use of both female and male voices was seen as a good feature of the radio ads.
• The overall pacing is good (not too slow or too fast).
• The background music is upbeat/positive and complements the voiceover.
• The tagline "It's our vote" is uplifting/empowering when heard.

Negative feedback on the radio ads was limited and tended to focus on the background music. Specifically, some participants described the music as a little too loud, making it difficult to hear or interfering with the voiceover. Beyond this, the only other negative feedback on the radio ads included the impression that they are a bit too long and the impression that there are too many dates to remember in the version on early voting. Concerns about the length or content of the radio ads were raised by only a few participants.

C) Social media video ads

All participants were shown two social media video ads: one dealing with recruitment and the other dealing with voter registration. In addition, student participants were shown a social media video dealing with election day, designed for students living away from home.

C.1: Overall impressions

Overall reactions to these ads tended to range from moderately positive to neutral or mixed. Participants routinely identified things in these ads that they both liked and disliked (or liked less). Moreover, some features of these ads elicited mixed reactions, with some participants liking them and others not liking them. This should be kept in mind when reviewing the perceived strengths and weaknesses identified below, as the same feature might appear as a strength to some and a weakness to others.

C.2: Perceived strengths and weaknesses

The most frequently identified strength of the social media videos was the content or information provided. This information was routinely described as simple and easy to understand, with some also describing it by using expressions such as "good," "informative," "important," or "new." Youth and new Canadians in particular emphasized the importance of information in the registration ad concerning people who have recently moved and/or became a citizen and people who are voting for the first time.

Other perceived strengths of the social media videos included the following:

• they are short, simple and to the point, providing key information succinctly
• they are attention-grabbing/eye catching and captivating (for example, the phrasing used in the recruitment ad was described as "catchy")
• the design is crisp and professional looking
• the colours/colour combinations are vivid/attractive/engaging
• the ads flow well, providing one piece of information per slide and using a different colour for each slide, something that makes the ads easy to follow

The most frequently identified perceived weakness of the social media videos was their speed or fast pace. Although, as noted above, one of the perceived strengths of these ads was their succinct presentation of information, many felt that the pacing is too quick. Some felt that the pacing affected the clarity and ease of understanding of the ads because the speed at which the information was presented made them unsure that they had processed it/retained it. A few participants described these ads as "forgettable" or "not memorable" for the same reason (because of the speed of the presentation).

This impression was emphasized in particular by some new Canadian participants who said they had difficulty focusing on the text/information because it moved too quickly. A few other participants suggested that because of the quick pace of these ads, electors whose first language is neither English nor French might miss or have difficulty remembering the information provided. Others who commented negatively on the speed/pace of these ads included participants with a visual impairment and some youth participants (the latter focused specifically on the election day ad designed for students living away from home).

Other perceived weaknesses of the social media videos were identified by no more than a few participants and included the following:

• the black background in the recruitment ad, described as dark and ominous looking
• the colour scheme (particularly the use of purple), described as unattractive
• the absence of people/human characters

As noted above, some participants with a visual impairment commented negatively on the speed of these ads. In addition to this, a few other features of these ads elicited negative comments from members of this audience, with a focus on how their combined effect made the ads difficult to follow. These other features were described as poor contrast in the colour schemes, small font size and the use of too many colours. It was suggested that the combination of these features makes it difficult for people with low vision to clearly see these ads and/or properly grasp the information. Some participants with a visual impairment also noted that the social media ads did not include a voiceover, which was something they felt would help viewers follow the ad and more easily grasp the information.

D) Animated web banner ads

Animated web banner ads tested with participants dealt with the following topics: recruitment, safety, registration and the VIC. ^{footnote 13}

D.1: Overall impressions

Animated web banner ads typically elicited neutral or indifferent overall reactions. Feedback on both content and style/design tended to be mixed—both elicited positive and negative comments. Moreover, some participants observed that they liked the information in the ads but not the style/design. With a focus on the style/design, the most frequently offered criticism of these ads was that there is little or nothing attention grabbing about them, resulting in their possibly not being noticed or remembered.

D.2: Perceived strengths and weaknesses

Perceived strength of the banner ads included:

• the information provided is clear and concise
• the information provided is important (for example, "new" to some, as in the case of the recruitment ad, and "reassuring" to some, in the case of the safety ad)
• the ads are short and to the point
• the frames move at a good pace/are well cadenced, allowing time to read and process the information
• inclusion of an image of the voter information card in the VIC ad

The most commonly identified perceived weaknesses of the web banner ads was that they are not very attention grabbing/captivating, with some describing them as bland and/or boring. Other perceived weaknesses were identified less often and included:

• Their overall look and feel seems somewhat dated/not modern looking
• They lack a voiceover (identified mainly by participants with a visual impairment, but also by a few new Canadians)
• They are too short/lack information/lack detail
• The ads are difficult to see/follow clearly. This criticism was made by some participants with a visual impairment: for example, it was observed that the use of an amber background in one of the frames of the safety ad makes it difficult to see and read the information

Perceived weaknesses of specific ads included:

• the symbol of the person behind Plexiglass in the safety ad (it is unclear what this symbol represents)
• the pace in the safety ad is a little too fast (identified by participants with a visual impairment)
• information in the safety ad is superfluous 20 months into the pandemic (the type of safety measures outlined in the ad is what participants have come to expect in public spaces after nearly two years of living through the pandemic)
• the image of the VIC in the VIC ad is too small

E) Print ads

With the exception of participants with a disability, all participants were shown a print ad dealing with early voting and a print ad dealing with election day. Participants with a disability were shown the same print ad dealing with early voting reviewed by others, but they were shown two election day ads with a focus on accessibility: a print ad and a static social media post.

E.1: Overall impressions

The print ads dealing with early voting and election day elicited reactions that ranged from positive to negative, including some neutral comments. Reactions tended to focus on the type of information provided and the amount of information included in the ads. Participants reacted positively to the type of information provided, routinely describing it as complete and clear and easy to understand. The information provided was also sometimes described as important and a good reminder/resource for anyone planning to vote in advance polls or on election day. Indeed, a few participants who had not seen any print ads dealing with early voting and election day during the campaign said they would have saved such ads had they seen them because it would have served as a good reminder as the election approached.

Reaction to the amount of information provided in the print ads was mixed, with some reacting positively, some neutrally and some negatively. Neutral or indifferent reaction to these ads was also sometimes linked to the medium, with some participants noting that they do not habitually engage with print media, and as a result such ads would be unlikely to resonate with them.

E.2: Perceived strengths and weaknesses

The most frequently identified strength or positive feature of the print ads was the details and clarity of the specific information provided. For example, the health and safety information (including the ability to bring one's own pencil or pen) was described as a strength in both the early voting and the election day print ads. Specific perceived strengths of the early voting print ad included identification of specific options and dates/timelines for voting before election day and the reminder to check one's VIC. In the case of the election day print ad, participants routinely described the information about the ability to register on site as important, with some noting that this was new information to them. Participants with a disability routinely commented positively on the emphasis placed on accommodations in the election day print ad they were shown, with some describing such information as reassuring.

Other perceived strengths or positive features included:

• the layout/display of information in the early voting and election day print ads
• the amount of detail/information provided in the early voting and election day print ads
• the balance between text and images in the early voting and election day print ads

The most frequently identified weaknesses or criticism of the early voting and election day print ads was the perception that they are text heavy or that there is a lot of information to read. While this was noted by members of all audiences, with some participants suggesting that the amount of text/information be pared down, it tended to be emphasized by new Canadians. In terms of design, some participants felt that the colour scheme in the non-targeted election day print ad and the election day print ad focusing on accessibility is too busy.

Other perceived weaknesses related to specific print ads. They included the following, all of which were identified by small numbers of participants:

• The early voting print ad is not attractive or attention grabbing due to what was described as its drab or poor colour scheme. It was also suggested, in reference to advance voting by mail, that the expression "Apply by Tuesday, September 14, 6 pm" might be unclear to someone whose first language is not English.
• The font is too small for the bulleted points in the longer election day print ad focusing on accessibility.

F) Static social media posts

Members of the following audiences were shown static social media posts dealing with election day:

• Student participants were shown a static social media post with a focus on students living away from home.
• New Canadian participants were shown a static social media post with a focus on first-time voters.
• Participants with a disability were shown a static social media post with a focus on accessibility.

F.1: Overall impressions

The static social media posts dealing with election day were less likely to elicit general or overall reactions than the print ads. Overall reactions tended to be neutral and included the impression that the information was short, straightforward, and clear and easy to understand.

F.2: Perceived strengths and weaknesses

The most frequently identified strength or positive feature of the static social media posts was the specific information provided. Some students reacted to the election day static social media post for students living away from home by noting that this information was not something they knew or had thought about. New Canadians routinely said that information in the election day static social media post reminding first-time voters to make sure they are registered is important and a good reminder. Participants with a disability described the reference to the availability of accessibility tools and services as reassuring. In addition to the content of the ad, some participants with a disability commented positively on the colour scheme in the static social media post.

Criticism of the static social media posts was voiced by new Canadians and persons with a disability. A number of new Canadians felt that the picture in the version of the ad they were shown is meaningless/unconnected to the message and too large in proportion to the text. Some participants with a disability felt that the ad they were shown is too succinct/lacks detail, and a few found the meaning of the symbol in the square with a blue background to be unclear.

2.3: Assessment of Ads by Message

This section reports feedback elicited from participants that concerned the messages or information associated with a particular ad campaign or phase more than the specific medium.

Overview

Recall of ads from the voter information campaign was relatively limited. Most participants could not recall having seen or heard any of the ads presented to them, and there was no noticeable difference by audience type or location in this regard. To the extent that ads were recalled, they were most likely to be radio or TV ads.

The ads presented to participants were routinely described as clear and easy to understand across all phases of the ad campaign. Participants had no difficulty identifying a main message or messages they felt the ads were trying to communicate. At times, there was overlap in terms of perceived messages across phases of the campaign. In some instances, ads were seen primarily or exclusively as providing information to electors, while in some instances they were seen (or also seen) as asking electors to take some type of action. Calls to action in the ads, however, were often seen as implicit as opposed to explicit.

Overall, participants identified relatively little in the way of additional types of information that would have been useful or helpful to include in specific ad campaigns or phases. Suggestions not necessarily associated with a specific phase included depicting people in the ads to humanize them and make them more relatable; and using more motivational messaging/calls to action (such as encouragement to vote).

A) Recruitment

A.1: Perceived message

Two messages were seen to be conveyed in the set of ads dealing with recruitment, with some participants seeing elements of both messages in the ads:

• Employment available with Elections Canada: One message was publicizing/advertising employment opportunities with Elections Canada. There were two variations on how participants interpreted this message. One variation involved a straightforward descriptive message advertising this possibility (employment is available for anyone interested). Another variation involved more of an appeal to motivate people to apply for work with Elections Canada (such as your help is needed/we need workers/work for us). This latter variation was interpreted as a call to action.
• Get involved: The other perceived message focused on civic-mindedness or doing one's civic duty. Here the emphasis was more on promoting the opportunity to work for Elections Canada as a way to get involved in civic affairs, fulfill one's civic duty or participate in the democratic process in another way in addition to voting. New Canadian participants, in particular, detected this message in the recruitment ads and were more likely to interpret it as a call to action.

The first message was much more likely to be associated with the animated web banner version of the ad, while the second message was much more likely to be associated with the social media video ad.

Many participants said that if they had seen one of the recruitment ads at the start of the campaign, they would have considered working at a polling place. Some others said that the likelihood of their doing so would be based on the following types of considerations: if they had been looking for work, if the work hours were flexible, and if pay rates and hours of work were sufficiently attractive. Participants who said they would not have considered working at the polls usually pointed to lack of time and/or other responsibilities, such as work or school. Other considerations were identified by single individuals or no more than a few participants. These included being retired, a physical disability or emotional condition, a preference for full-time permanent work, life circumstances at the start of the campaign, already having done this kind of work previously and health considerations as a result of the pandemic.

A.2: Information perceived to be missing

Participants identified various pieces of information that they thought could have been helpful to receive at this point of the campaign. That said, some added that they would not expect the ad to include every piece of information, especially since contact information is provided for anyone interested in following up. The specific pieces of information seen to be "missing" include:

• wages/rates of pay
• required skills
• responsibilities
• deadline for applications
• whether the work is full-time or part-time
• whether flexible work hours are available
• whether vaccination against COVID-19 is required
• a telephone number (in the banner ad version)
• measures in place to keep workers safe (in the social media video ad)

Although not seen to be a matter of missing information as such, it was suggested that the banner ad could be made more inviting or personable to motivate more people to respond to this possibility.

B) Safety

B.1: Perceived message

There was widespread agreement among participants that the main message in the set of ads from the safety campaign was the importance of safety when voting, with a focus on reassuring voters. A few suggested that this focus on reassuring voters was also, in a sense, an attempt to encourage them to vote. Variations on this theme included the following:

• voting is safe/safety measures are in place
• Elections Canada takes safety seriously, so don't worry/do be reassured
• bring a mask/do your part by wearing a mask

Apart from the specific instruction to bring a mask, most participants did not detect a call to action in this ad. A few detected an implicit or indirect call to action by suggesting that reassuring electors about the safety of voting could be interpreted as an encouragement to show up to vote.

B.2: Information perceived to be missing

Information perceived to be missing in these ads was limited to the following: repeating the phone number in the radio ad to facilitate recollection and reminding electors of the mail-in voting option in case they have safety concerns.

C) Registration

C.1: Perceived message

Participants routinely suggested that the main message in the set of ads dealing with registration focused on the need/importance of being registered in order to vote. Variations of this theme included:

• make sure you are registered to vote/check your registration
• you have a right to vote, so make sure you can exercise it
• voting is important, so make sure you can do so
• make sure your information is up to date if your life circumstances have changed recently

According to some participants, this set of ads included a call to action, in the sense that it was a reminder to verify that they are registered to vote and to register if they are not.

C.2: Information perceived to be missing

Information identified as missing from this phase of the campaign included ^{footnote 14}:

• if it is possible to register online
• how long it takes to register
• specifying that if someone is registered, they should receive a VIC

D) Voter Information Card

D.1: Perceived message

Specific messages identified in the set of ads related to the VIC included variations on the following, each of which was seen to involve some kind of call to action:

• be on the lookout for your VIC
• verify the information on your VIC when you receive it
• make sure everything is in order before you go to vote
• you may need/want to bring your VIC with you when you go to vote

D.2: Information perceived to be missing

Information identified as missing from this phase of the campaign included the following:⁷

• specifying that one should contact Elections Canada if one has not received a VIC
• specifying the date by which the VIC should arrive by mail in the animated web banner ad

Early voting

E.1: Perceived message

Participants routinely suggested that the main message in this set of ads is the possibility of voting early (before election day) and the various options for voting early (how to do it). Some suggested that the message in these ads is the general one that electors have options when it comes to voting or that everyone has the opportunity to vote if they want. It was also suggested that there is a call to action through an implicit encouragement to vote in these ads. Specifically, it was suggested that emphasizing both early-voting options and safety measures in the print ad sends the message that there is no reason not to vote; that is, anyone who wants to vote can do so, and voting is safe.

E.2: Information perceived to be missing

Information identified as missing from this phase of the campaign included the following:

• specifying/clarifying in the TV and radio ads that the deadline to apply to vote by mail or at an Elections Canada office is the same: September 14
• identifying calendar dates for early voting in the TV ad (showing the actual numerical dates instead of dots on a calendar)

F) Election day

F.1: Perceived message

Participants suggested that the main message in this set of ads was to remind people of the date of the election.

• Student youth suggested that the message in the ad targeting students studying away from home was a reminder that they could still vote even if they were away from home. With that in mind, a few suggested that the message was also encouraging them to vote, if only because it was targeting them specifically.
• Persons with a disability said that the message in election day ads focusing on accessibility was reassuring to electors who need accommodations that these will be in place for them.
• New Canadians saw the following messages in the ad targeting first-time voters: a reminder of the election date, a reminder to register and encouragement to vote. As was the case with some student youth, there was a sense that an ad about election day targeting a specific audience (such as first-time voters) was also an encouragement or a reminder to vote.

F.2: Information perceived to be missing

Information identified as missing from this phase of the campaign included:

• specifying the actual hours during which polls are open, not just the number of hours
• examples of acceptable pieces of ID for voting
• what to do/who to contact if one needs help or information about accommodations at polling places

3. Perceptions of the Elections Canada Guide

This section reports on participants' impressions of Elections Canada's Guide to the Federal Election booklet. Participants were asked to review the guide, then they were asked for their impressions of it.

Limited recall of receiving the Guide to the Federal Election

Relatively few participants recalled receiving the Guide to the Federal Election, which was mailed to every household in Canada during the election period. Indeed, no more than a few participants in any of the focus groups or interviews remembered receiving the guide. In the Winnipeg focus groups—one conducted with Indigenous electors and the other with NEET (Not Employed, in Education or in Training) youth—no one recalled receiving it. In addition, none of the participants with a visual impairment were aware that the guide is available in alternate formats, such as Braille, DAISY and large print.

Positive impressions of guide

Overall impressions of the guide were positive and sometimes very positive. Positive feedback focused on content, layout and style and routinely included the following type of feedback:

• The content is clear, comprehensive and informative. With a focus on content, some new Canadians emphasized the importance of such information for first-time voters, while a few participants described the guide as thorough but not too long.
• The guide is user-friendly/easy to browse and well laid out.
• The graphics are good, and there is a good balance of text and images. The picture of the VIC, in particular, was identified by some as very good.

Negative comments were limited and specific. These included:

• Reorder the presentation of the information so that information about the VIC precedes safety information. The former was described as more important in the sense that it might require some follow-up on the part of electors: specifically, making sure they are registered.
• There is no information on how to vote from outside Canada.
• The guide is a bit long for new Canadians whose first language is not English or French.
• It does not engage with non-voters, such as explaining why voting is important.
• Mailing hard-copy versions of the guide to all voters is expensive and involves too much paper, so is not environmentally friendly.
• Create a more culturally appropriate or inclusive version of the guide in which Indigenous Canadians are visually represented.

4. Overall Assessments of the Information Campaign

This section reports on participants' overall impressions of the information campaign.

Materials seen as complementary and providing sufficient information

There was near unanimity among participants that the campaign materials work well together and complement each other. Reasons routinely provided to explain why included the following:

• Materials across the various phases of the campaign have a common or consistent look and feel. Examples include the colour schemes used, the background music, the voiceovers, the tagline ("It's our vote") and contact information for Elections Canada. So, although the information presented in each phase varies, there is a unifying theme to the ads running through the various phases.
• There is some repetition of information in ads that creates continuity across the various campaigns and phases. Examples include the safety information that comes up periodically and the emphasis on registration in the registration, VIC and election day phases of the campaign. With a focus on the information provided, it was also suggested that the ads complement each other because the information is consistent.
• There is a clear progression and sequencing of information in the ads. The ads were seen to progress both chronologically (from earlier to later phases of the campaign) and logically (each phase focuses on one aspect or theme related to voting, and they work together to build a cohesive whole).

Negative feedback on how well the campaign materials work together or complement each other was limited. This included the impression that the print ads and static social media posts were put together by a different team than the video ads because the basic approach seems inconsistent. It also included the impression that there is too much repetition between ads from different parts of the campaign, particularly the emphasis on safety measures.

There was widespread agreement that the materials provide an understanding of when and where to vote and the ways to register and vote. Information perceived to be missing in this regard was relatively limited, as highlighted above in sections 2.3 and 3.

Perceived target audience(s) of information campaign

While there was a widespread impression that the target audience for the information campaign was electors in general, participants also routinely suggested that the focus might be more on new electors voting for the first time. This was seen to include young voters and new Canadians in particular, but also individuals described as unfamiliar with the electoral process. This impression tended to be based on the idea that people who have voted before are familiar with the process and therefore do not need this information as much as those who are unfamiliar with the process. With this in mind, it was suggested that the information provided is a good reminder for experienced voters but not as crucial to them as it is to first-time voters.

Some also suggested that the ads, while directed to all electors, might also be targeting electors who are unsure/undecided about voting. Reasons for this impression were based on two aspects of the ads. One was the emphasis on safety measures, seen as a way of informing all electors about such measures, but also as a way of reassuring those who might have concerns about voting during the pandemic. The other was the impression that there is an implicit call to action in some of the ads, specifically an encouragement to vote. This was associated with reminders about registration and information about different options for voting (advance polls, election day and voting by mail).

The impression that the target audience includes all electors, but with specific subgroups in mind, was also based on the use of various media. It was suggested that the use of TV, radio and print ads was to ensure that older electors would be reached, while the use of social media and banner ads was to ensure that younger electors would be reached. Regarding the targeting of younger electors, it was suggested that this impression would be strengthened if the ads also appeared on Snapchat, Twitter and Instagram. One new Canadian participant emphasized that their impression that the target audience for these ads includes new Canadians is based on an assumption that the ads appeared in languages other than French and English. In other words, they would not necessarily believe that these ads target new Canadians if they appear only in English and French.

Meeting needs of electors with a visual impairment

Focus group participants with a visual impairment were asked if there is any information that they needed but did not receive and/or any preferred format in which they want to receive this information but that was not available to them. In response, two suggestions were made regarding what Elections Canada might do to better meet their voting needs:

• create a phone app to download such materials/resources and access/revisit them at one's leisure
• issue "election alerts" similar to the national emergency alerts: these alerts could link to the voter information campaign materials and even to a contact person at Elections Canada who could assist someone having difficulty seeing the materials

Near unanimity regarding authenticity of Elections Canada ads

Participants were virtually unanimous that if they saw one of these ads during the election campaign, they would have no doubt that it was sponsored by Elections Canada. A very small number of respondents said they might doubt that the ads were sponsored by Elections Canada. The few who said they might doubt the source of an ad provided one of three reasons to explain why:

• the impression that a radio ad specifically has nothing to confirm that it comes from Elections Canada ^{footnote 15}
• the impression that the style of the banner ads seems a little unprofessional or outdated, prompting some doubt as to the source of the ad
• a lack of familiarity with the official Elections Canada logo and the perception that the colour scheme used in the Elections Canada logo in these ads looks a little unofficial

Additional ways that Elections Canada could be communicating with Canadians

Participants collectively identified a variety of additional ways that Elections Canada should or could be communicating information to Canadians. That said, none of these suggestions was offered by more than one or two individuals. These included:

• broadcast texting (similar to emergency alerts and the National Public Alerting System)
• audio ads on music streaming services (e.g., Spotify) and podcasts
• email ^{footnote 16}
• correspondence from other federal government departments and agencies (such as Canada Revenue Agency, Service Canada)
• ads on online streaming services (such as Netflix, Crave)
• through a newsletter
• phone messages
• in schools, to target youth before they reach voting age (identified in one of the groups with Indigenous Canadians)
• in various languages (identified in one of the groups with new Canadians)

It was also suggested that Elections Canada focus more on social media ads (such as on Instagram and TikTok) and steer away from print media, as it requires too much paper and so is less environmentally friendly. With a focus on content, not medium, it was also suggested that if there is information that is more relevant or specific to a particular region of the country, Elections Canada communicate this information to that region.

5. Media Consumption

This section reports on the types of media used by participants.

When asked what kinds of electronic devices they use on a daily basis, participants were most likely to identify smartphones and laptops/PCs, followed by TVs/smart TVs. Tablets were identified less often, while e-readers were mentioned infrequently. When it came to social media platforms used by participants, the following were routinely identified, in no particular order: YouTube, Snapchat, Instagram, Facebook and Twitter. Platforms identified less often included Reddit, TikTok and LinkedIn, while WeChat and Rumble were identified by no more than a few participants.

Most participants said they keep themselves informed about current events and politics. They collectively identified various sources they typically use to get information about current events and politics. Routinely identified sources included: ^{footnote 17}

• Conventional/traditional news media/sources: This includes long-standing or established news providers, such as CBC/Radio Canada/RDI, Global News, CTV News, TVA, CPAC, APTN, the BBC and CNN, as well as local news channels (TV and/or radio). This also includes digital or print newspapers such as The Globe and Mail, Toronto Star and The New York Times. Reasons for using such sources included the belief that they are non-partisan and have no hidden or explicit agenda, that their news is fact based or involves fact checking, and that they verify/corroborate their sources.
• News aggregators/news feeds: This includes news sources, such as MSN, Apple News, Reddit and Google News. Reasons for using such news aggregators include the ability to receive news from multiple sources and 24/7 availability.
• Social media: This includes accessing news through social media such as YouTube, Twitter and Facebook. Reasons for using such sources include quick and easy access, receipt of news/information tailored to one's interests, and the ability to follow what is trending and then pursue the topic or issue if it interests them.

A few participants said they consult sources outside the mainstream media, including Rebel News and True North. Reasons include a distrust of "conventional media," a sense that these providers cover issues and ask questions of interest to the participants in an unbiased way, and the fact that they are not government-funded media sources.

Footnotes

Return to footnote ⁸ The number of ads reviewed by participants was adjusted following the sixth focus group because the sessions were running long. The changes applied to subsequent focus groups and all in-depth telephone interviews and involved no longer presenting TV and radio ads dealing with the VIC or web banner ads dealing with recruitment and registration.

Return to footnote ⁹ TV and radio ads were blended—that is, these ads incorporated information on registration and voter information cards.

Return to footnote ¹⁰ See the specifications identified earlier regarding the presentation of TV ads to participants.

Return to footnote ¹¹ The TV ads that aired as part of the campaign did have captions for those with impaired hearing.

Return to footnote ¹² See the specifications identified earlier regarding the presentation of radio ads to participants.

Return to footnote ¹³ See the specifications identified earlier regarding the presentation of web banner ads to participants.

Return to footnote ¹⁴ Some of this information appeared in these ads but in a format not reviewed as part of the research.

Return to footnote ¹⁵ It should be noted that the call to action in the radio ad identifies Elections Canada.

Return to footnote ¹⁶ In response to this, other participants suggested that communication via email could raise privacy issues.

Return to footnote ¹⁷ Participants did not necessarily identify specific sources as belonging to these general categories.

• Previous
• Table of Contents