Evidence of meeting #54 for Government Operations and Estimates in the 40th Parliament, 3rd Session. (The original version is on Parliament’s site, as are the minutes.) The winning word was advertising.
A recording is available from Parliament.
Assistant Secretary, Strategic Communications and Ministerial Affairs, Treasury Board Secretariat
That policy covers how documents must be identified.
Assistant Secretary, Strategic Communications and Ministerial Affairs, Treasury Board Secretariat
It does not govern the content of a document, but rather how it is identified. You will notice that every news release issued by the public service or by a federal department is subject to the Communications Policy of the Government of Canada and the Federal Identity Program Policy. It bears two identifying features: the standard signature, which is the flag symbol with the institution's name—the department or the Government of Canada—and in the lower right....
Assistant Secretary, Strategic Communications and Ministerial Affairs, Treasury Board Secretariat
Yes, but there is nothing in either one of those policies that governs what a document can say, from a content standpoint.
Bloc
Diane Bourgeois Bloc Terrebonne—Blainville, QC
Precisely. For instance, who writes the content that appears on the Web site for Canada's economic action plan? Who writes the content?
Assistant Secretary to the Cabinet, Communications and Consultations, Privy Council Office
Most of the time the text is drafted by departments and submitted to the minister's office. If there's a change--in my years at the Privy Council Office I've seen “Canada's new government” and “the Harper government”--it's made at the political level.
Assistant Secretary to the Cabinet, Communications and Consultations, Privy Council Office
Exactly.
Bloc
Diane Bourgeois Bloc Terrebonne—Blainville, QC
I noticed a few things on the Web site for Canada's economic action plan that do not, in my view, have anything to do with the economic action plan. I can submit them to the committee, Mr. Chair, if you would like.
When the purpose of a Web site is to promote programs aimed at helping Canadians, I find it rather odd to see the site promoting the Prime Minister, the finance minister, the industry minister, the minister of this or the minister of that. I find that rather peculiar.
I see you cannot respond. But could you provide the committee with the breakdown by province of the Government of Canada's advertising expenditures for the past year? How much did the Government of Canada spend in each province? I do not want the numbers for each region, but for each province.
My next question picks up on what my colleague was saying. When there is a government action plan and you decide on a given advertising project, you need to have plans and criteria. Could you please provide the committee with the criteria you are told to give priority to? Is it the information aimed at Canadians or the promotion of the federal identity? I want to know.
My last question is how do we rank against other countries when it comes to advertising spending? Do you have enough money to work with, or are we among the biggest spenders?
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
Could you please repeat the last question?
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
Did you ask where we rank against other countries?
Bloc
Conservative
Ed Holder Conservative London West, ON
Thank you very much, Chair.
I wish to thank our guests for.... Oh, excuse me.
Liberal
Conservative
Jacques Gourde Conservative Lotbinière—Chutes-de-la-Chaudière, QC
I will begin, but I will be sharing my time with my colleague.
Conservative
Jacques Gourde Conservative Lotbinière—Chutes-de-la-Chaudière, QC
I want to thank the witnesses for being here.
As you can see, everyone agrees that Government of Canada advertising should be used to promote Government of Canada services.
During the H1N1 crisis, for instance, and the campaign aimed at educating people on the importance of getting vaccinated, did the results show that the campaign was effective at teaching Canadians about the need to get vaccinated? To what extent did the money spent help prevent a Canadian pandemic?
Assistant Secretary to the Cabinet, Communications and Consultations, Privy Council Office
The H1N1 campaign is an excellent example of an issue that arose very quickly. It was a global pandemic, and there were many issues around whether or not to be vaccinated, or whether it was safe.
We did a number of ads stressing the importance of being vaccinated. If you remember the ads, we also urged people to wash their hands frequently. Dr. David Butler-Jones, who's head of the agency, also showed people how to cough into their sleeves. It is extremely important for informing people, making them aware, and changing behaviour. That's an excellent example.
Conservative
Jacques Gourde Conservative Lotbinière—Chutes-de-la-Chaudière, QC
You agree, then, that the government campaign certainly helped save lives in Canada.
Assistant Secretary to the Cabinet, Communications and Consultations, Privy Council Office
I wouldn't be able to go that far, but I'd change behaviour. Dr. David Butler-Jones has told us he recognizes Canadians when he travels because we cough into our sleeves. So he feels he has changed behaviour that way. I can't say it has gone as far as saving lives, but it's certainly important to inform people. I see that as the key priority.
