Expenditures by institution—2016 to 2017 Annual report on Government of Canada advertising activities

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Institutions document their advertising expenditures in a centralized information system. At the end of the fiscal year, institutions certify the final amounts for the purpose of this annual report.

In total, 53 institutions advertised in fiscal year 2016 to 2017. The top 10 advertisers accounted for $27.9 million or 77.6% of all advertising expenditures.

Chart 6: The top 10 Government of Canada advertisers

Chart 6: The top 10 Government of Canada advertisers - Image description is below.

Image description for Chart 6: The top 10 Government of Canada advertisers

This horizontal bar graph shows the advertising expenditures, from highest to lowest, of the top 10 Government of Canada advertisers during the fiscal year 2016 to 2017.

Table 3: Advertising expenditures by institution

Institution Advertising–media purchased by the agency of record (AOR) Advertising–media purchased directly by institutions Digital advertising managed by the Online Advertising Unit (media purchased through the AOR) Total
Administrative Tribunals Support Service of Canada $48,665 $0 $0 $48,665
Agriculture and Agri-Food Canada $329,594 $0 $0 $329,594
Atlantic Canada Opportunities Agency $60 $0 $0 $60
Canada Border Services Agency $27,494 $3,921 $190,927 $222,342
Canada Revenue Agency $1,936,684 $24,323  0$ $1,961,007
Canadian Centre for Occupational Health and Safety $5,485 $20,860 $73,277 $99,622
Canadian Environmental Assessment Agency $0 $214,078 $0 $214,078
Canadian Food Inspection Agency $99,499 $43,283 $0 $142,782
Canadian Grain Commission $0 $102,968 $0 $102,968
Canadian Heritage $4,831,500 $11,868 $25,578 $4,868,947
Canadian Institutes of Health Research $0 $7,990 $0 $7,990
Canadian Northern Economic Development Agency $0 $28,760 $0 $28,760
Canadian Nuclear Safety Commission $0 $116,312 $0 $116,312
Canadian Radio-television and Telecommunications Commission $55,450 $0 $0 $55,450
Canadian Security Intelligence Service $0 $153,174 $0 $153,174
Canadian Transportation Agency $93,557 $0 $0 $93,557
Civilian Review and Complaints Commission for the RCMP $0 $1,475 $0 $1,475
Communications Security Establishment Canada $0 $24,582 $0 $24,582
Correctional Service Canada $0 $5,143 $0 $5,143
Department of Finance Canada $1,174,111 $0 $0 $1,174,111
Department of Justice Canada $0 $1,063 $0 $1,063
Employment and Social Development Canada $1,240,125 $27,913 $0 $1,268,038
Environment and Climate Change Canada $33,401 $100,268 $0 $133,669
Financial Consumer Agency of Canada $300,000 $0 $0 $300,000
Financial Transactions and Reports Analysis Centre of Canada $0 $8,000 $0 $8,000
Fisheries and Oceans Canada $0 $112,229 $0 $112,229
Global Affairs Canada $333,339 $261,144 $0 $594,483
Health Canada $2,046,702 $0 $0 $2,046,702
Immigration and Refugee Board of Canada $0 $25,523 $0 $25,523
Immigration, Refugees and Citizenship Canada $2,337,375 $0 $0 $2,337,375
Indigenous and Northern Affairs Canada $0 $129,644 $0 $129,644
Innovation, Science and Economic Development Canada $87,947 $10,494 $222,440 $320,881
National Defence $2,605,074 $98,830 $0 $2,703,903
National Energy Board $0 $19,727 $0 $19,727
National Film Board $0 $335,730 $0 $335,730
National Research Council of Canada $0 $101,687 $0 $101,687
Natural Resources Canada $684,360 $1,000 $0 $685,360
Office of the Secretary to the Governor General $0 $160,699 $0 $160,699
Office of the Superintendent of Financial Institutions Canada $0 $1,576 $0 $1,576
Parks Canada $3,604,407 $222,779 $0 $3,827,186
Polar Knowledge Canada $0 $15,680 $0 $15,680
Privy Council Office $473,514 $0 $0 $473,514
Public Health Agency of Canada $530,625 $0 $0 $530,625
Public Prosecution Service of Canada $0 $10,321 $0 $10,321
Public Safety Canada $0 $0 $156,197 $156,197
Public Service Commission of Canada $0 $4,429 $0 $4,429
Public Services and Procurement Canada $543,106 $188,802 $14,572 $746,480
Royal Canadian Mounted Police $1,665,128 $9,685 $0 $1,674,812
Statistics Canada $4,913,354 $4,644 $0 $4,917,998
The National Battlefields Commission $0 $97,873 $0 $97,873
Transport Canada $0 $22,596 $67,857 $90,453
Treasury Board Secretariat $0 $5,509 $0 $5,509
Veterans Affairs Canada $2,344,819 $41,822 $179,521 $2,566,161
Grand Total $32,345,375 $2,778,403 $930,367 $36,054,145

Major campaigns by institutions exceeding $500,000

Canada Revenue Agency services

Description:
Encouraged taxpayers to take advantage of applicable tax relief measures and to file tax returns online. This campaign also informed Canadians of the Community Volunteer Income Tax Program, free software, and the dangers of tax scams.
Institution:
Canada Revenue Agency
Creative agency:
kbs+p Canada Inc.
Production costs:
$126,199
Media costs:
$1,050,885
Total costs:
$1,177,084
Media platform(s) used:
Print, radio and digital

Tax compliance

Description:
Informed Canadians of the new initiatives to prevent tax fraud, including use of schemes to illegitimately reduce taxable income, participation in the underground economy and the potential legal consequences of those actions.
Institution:
Canada Revenue Agency
Creative agency:
kbs+p Canada Inc.
Production costs:
$65,692
Media costs:
$591,902
Total costs:
$657,593
Media platform(s) used:
Print and digital

Canada 150, the 150th anniversary of Confederation

Description:
Encouraged Canadians to join the year-long celebration of the 150th anniversary of Confederation by participating in Canada 150 initiatives in their community and connect with one another for a once-in-a-generation celebration.
Institution:
Canadian Heritage
Creative agency:
Tank
Production costs:
$2,098,863
Media costs:
$2,714,702
Total costs:
$4,813,565
Media platform(s) used:
Television, digital, cinema and out-of-home

Budget and fiscal economic up-date initiative for Canadians

Description:
Promoted key initiatives and programs flowing from the Fall Economic Statement and the 2017 federal budget designed to support middle-class families, students and seniors.
Institution:
Department of Finance Canada
Creative agency:
McCann Canada
Production costs:
$160,164
Media costs:
$987,571
Total costs:
$1,147,735
Media platform(s) used:
Radio and digital

Helping young Canadians succeed

Description:
Encouraged youth to take advantage of youth-related programs and services designed to help them get the education and training they need to prepare for the jobs of today and tomorrow.
Institution:
Employment and Social Development Canada
Creative agency:
Manifest Communications Inc.
Production costs:
$331,582
Media costs:
$908,543
Total costs:
$1,240,125
Media platform(s) used:
Radio and digital

Prescription drug abuse

Description:
Informed the public about the harms and risks associated with prescription drug abuse and the importance of securely storing, monitoring and disposing of prescription medications.
Institution:
Health Canada
Creative agency:
Ogilvy Montreal Inc.
Production costs:
$113,850
Media costs:
$467,329
Total costs:
$581,179
Media platform(s) used:
Digital

Electronic travel authorization

Description:
Informed foreign nationals about the new electronic travel authorization (eTA) requirement and how to apply online before travelling to Canada.
Institution:
Immigration, Refugees and Citizenship Canada
Creative agency:
Agency59 Ltd.
Production costs:
$9,490
Media costs:
$1,427,525
Total costs:
$1,437,015
Media platform(s) used:
Digital

Settlement services

Description:
Informed newcomers to Canada about settlement services available to help them succeed in their new home such as: language and skills training, employment search assistance, and community programs.
Institution:
Immigration, Refugees and Citizenship Canada
Creative agency:
Ogilvy Montreal Inc.
Production costs:
$112,871
Media costs:
$787,489
Total costs:
$900,360
Media platform(s) used:
Print and digital

Priority occupations

Description:
Showcased specific priority occupations and encouraged those in these specific fields of study or work to learn more by visiting forces.ca.
Institution:
National Defence
Creative agency:
Ogilvy Montreal Inc.
Production costs:
$49,058
Media costs:
$509,648
Total costs:
$558,706
Media platform(s) used:
Digital

Women's recruitment campaign

Description:
Raised awareness of Canadian Armed Forces (CAF) career opportunities for females as skilled trade technicians, specialists, and professionals and encouraged them to seek more information at forces.ca.
Institution:
National Defence
Creative agency:
Ogilvy Montreal Inc.
Production costs:
$27,050
Media costs:
$529,171
Total costs:
$556,221
Media platform(s) used:
Digital

Ambitions

Description:
Generated awareness for the Canadian Armed Forces (CAF) as a first-class, professional employer that offers rewarding and challenging careers with competitive salaries and benefits.
Institution:
National Defence
Creative agency:
Ogilvy Montreal Inc.
Production costs:
$798,475
Media costs:
$652,222
Total costs:
$1,450,697
Media platform(s) used:
Digital

Free admission

Description:
Promoted free admission to Parks Canada locations in 2017 and encouraged Canadian families to take advantage of this unique opportunity to visit and connect with Canada's natural and cultural treasures.
Institution:
Parks Canada
Creative agency:
Target Marketing & Communications Inc.
Production costs:
$339,509
Media costs:
$2,654,227
Total costs:
$2,993,737
Media platform(s) used:
Television, digital and cinema

Police officer recruitment

Description:
Encouraged young Canadians (especially women, visible minorities and Indigenous peoples) to get more information on careers and opportunities in Canada's national police force to create a workforce reflective of the communities the Royal Canadian Mounted Police serves.
Institution:
Royal Canadian Mounted Police
Creative agency:
Ogilvy Montreal Inc.
Production costs:
$230,814
Media costs:
$1,434,314
Total costs:
$1,665,128
Media platform(s) used:
Print, digital and cinema

2016 Census of Population

Description:
Informed Canadians about the importance of the census and how to complete the questionnaire online, by mail or with an operator through the census help line.
Institution:
Statistics Canada
Creative agency:
Manifest Communications Inc.
Production costs:
$60,991
Media costs:
$4,778,407
Total costs:
$4,839,398
Media platform(s) used:
Television, print, radio, digital and out-of-home

Remembrance campaign

Description:
Encouraged Canadians to learn about the sacrifices and contributions of veterans and to participate in remembrance activities honouring Canada's men and women in uniform.
Institution:
Veterans Affairs Canada
Creative agency:
Target Marketing & Communications Inc.
Production costs:
$299,510
Media costs:
$1,498,882
Total costs:
$1,798,392
Media platform(s) used:
Television, print and digital

Vimy 100

Learn more about the Vimy 100 campaign which included both a main and a digital campaign.

Institution:
Veterans Affairs Canada
Creative agency:
Target Marketing & Communications Inc.

1. Main campaign

Description:
Raised awareness of the Battle of Vimy Ridge and encouraged Canadians to commemorate this event, to learn about its impact.
Production costs:
$194,180
Media costs:
$317,919
Total costs:
$512,099
Media platform(s) used:
Digital

2. Digital campaign managed by Public Services and Procurement Canada's Online Advertising Unit

Description:
Digital campaign managed through Public Services and Procurement Canada's Online Advertising Unit to support Vimy 100 campaign done by Veterans Affairs Canada.
Production costs:
$574
Media costs:
$43,400
Total costs:
$43,974
Media platform(s) used:
Digital

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