This public opinion research involved two phases – quantitative and qualitative. The quantitative research was designed to provide a foundation for developing the awareness campaign started by Human Resources and Social Development Canada in 2008. It was expected that the results of the research would provide a baseline of public awareness of the issue in Canada for tracking in the future, to inform the development of the first phase of a campaign, and to raise awareness of the issue among the general public. The purposes of this research were: (1) to gauge current levels of awareness of elder abuse among Canadians; (2) to provide baseline data for tracking the issue in the future; (3) to define appropriate language and media to convey campaign messages; and (4) to further refine target audiences.
Source: Government of Canada
