Government Operations committee  On the advertising, we know that with the Public Health Agency of Canada, more than 80% of that placement was in Canadian media. There was 16% in print media, including dailies, weeklies, ethnic and aboriginal newspapers, so—

Government Operations committee  I can certainly provide that breakdown. Absolutely.

Government Operations committee  I imagine you're asking that question to my colleague at PSPC...for procurement government-wide.

Government Operations committee  Again, when you're looking at an advertising campaign, you want to make sure you're targeting to get the desired impact of that advertising. In many cases, it's going to be through ethnic media, if that's what you're looking at. For instance, if you're targeting something for t

Government Operations committee  I think I would like to get back to you on specifically the Public Health Agency of Canada campaign and their lens with GBA+, as well as Finance's campaign, because I don't have that information with me today.

Government Operations committee  Mr. Chair, as mentioned earlier, the unprecedented nature of COVID-19, with both the economic side and the public health imperative, has meant that we need to give information to Canadians as widely as we can. To give you an example, in 2009-10, when we last saw the economic im

Government Operations committee  That's an excellent question because it raises the very good point that paid advertising is only one way we communicate with Canadians. In using the paid advertising, we do use.... For instance, early on, the Public Health Agency of Canada had a mail-out that we sent to all Cana

Government Operations committee  Absolutely.

Government Operations committee  I'm sorry. I don't have the breakdown of that 85% and what was specific to the public health campaign or the Finance campaign, but I can certainly get that to you and give you a little bit of the evaluation of the Finance campaign to date. We do know that Finance has already co

Government Operations committee  I don't have a breakdown for you. I can get that to the committee. I will say that $2.9 million of the funding goes toward the PCO COVID response team. As part of that team, we work with our behavioural science folks in PCO. We work with our own in-house team to be able to work w

Government Operations committee  Yes, you're correct. The $250,000 threshold is the threshold above which they have to go to the ASC, but many departments can use the ASC for ad campaigns that are below that threshold as well, and quite often we find that happening. I would submit that for the Public Health Agen

Government Operations committee  —[Inaudible—Editor] to do that for the campaigns.

Government Operations committee  We are mandated to do evaluations of all the campaigns that we put out using what's called the ACET process. All departments use this. I did mention the metric earlier that the recall rate on the advertising was 85%. Just to give you an idea of what that means, it means that when

Government Operations committee  I do think it's worth the money to advertise to Canadians on health and safety and on what we are asking them to do. Again, the virus has been unpredictable, so we are advertising. For instance, back when Dr. Tam came out and was advertising about social distancing, we did all th

Government Operations committee  I could. I can tell you the fact that, out of what they've spent this year, more than 80% of the placements were in Canadian media, including 16% in print: dailies, weeklies, ethnic and aboriginal newspapers.