Table 2.
Associations between total awareness of the Eat Well Campaign (EWC), awareness of individual campaign elements and sociodemographic characteristics among Canadian parents of children aged 2–12 years from all Provinces and Territories (n 964), April–August 2014
| EWC† | ‘Mr. Zucchini’ | Magazines‡ | Vignettes | Spokeswomen | Web | |||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| OR§ | 95 % CI | OR§ | 95 % CI | OR§ | 95 % CI | OR§ | 95 % CI | OR§ | 95 % CI | OR§ | 95 % CI | |
| Awareness (%) | 40·5 | 30·3 | 41·6 | 51·7 | 33·5 | 16·4 | ||||||
| Dominant official language (Ref. = English) | ||||||||||||
| French | 3·58*** | 2·57, 4·97 | 2·65*** | 1·73, 4·06 | 1·54* | 1·03, 2·31 | 3·74*** | 2·61, 5·35 | 9·77*** | 6·33, 15·1 | 0·44* | 0·20, 0·97 |
| Region (Ref. = Ontario) | ||||||||||||
| British Columbia | 0·62* | 0·64, 1·00 | 1·18 | 0·60, 2·30 | 0·62 | 0·35, 1·12 | 0·60 | 0·31, 1·15 | 0·42 | 0·16, 1·10 | 0·69 | 0·30, 1·60 |
| Prairies | 0·73 | 0·49, 1·08 | 0·79 | 0·41, 1·52 | 0·79 | 0·48, 1·30 | 0·88 | 0·53, 1·46 | 0·36* | 0·15, 0·89 | 0·82 | 0·41, 1·64 |
| Quebec | 3·28*** | 2·27, 4·48 | 2·36** | 1·44, 3·88 | 1·17 | 0·75, 1·82 | 3·73*** | 2·48, 1·46 | 7·27*** | 4·54, 11·7 | 0·42* | 0·19, 0·95 |
| Maritimes and North | 0·90 | 0·54, 1·49 | 1·39 | 0·67, 2·86 | 0·50 | 0·23, 1·07 | 1·10 | 0·58, 2·90 | 0·26 | 0·06, 1·11 | 0·40 | 0·12, 1·34 |
| Ethnicity (Ref. = Caucasian) | ||||||||||||
| Other | 0·78 | 0·53, 1·15 | 0·47* | 0·22, 0·99 | 1·18 | 0·74, 1·91 | 0·80 | 0·48, 1·32 | 0·91 | 0·50, 1·62 | 0·95 | 0·44, 2·06 |
| Annual income (Ref. = ≥$CAN 80 000) | ||||||||||||
| <40 000 | 2·26*** | 1·40, 3·66 | 1·97* | 1·07, 3·66 | 1·91* | 1·10, 3·34 | 1·76* | 1·03, 3·00 | 2·44** | 1·37, 4·37 | 2·39* | 1·14, 5·00 |
| 40 000–79 999 | 1·14 | 0·83, 1·57 | 0·71 | 0·42, 1·20 | 0·96 | 0·62, 1·48 | 1·44 | 0·98, 2·10 | 1·29 | 0·82, 2·03 | 0·62 | 0·29, 1·31 |
| No answer | 1·15 | 0·77, 1·71 | 1·17 | 0·65, 2·08 | 1·33 | 0·85, 2·25 | 1·00 | 0·61, 1·66 | 1·08 | 0·81, 2·04 | 1·31 | 0·63, 2·74 |
| Level of education completed (Ref. = University) | ||||||||||||
| Primary or high school | 1·90** | 1·32, 2·73 | 1·60 | 0·99, 2·61 | 1·00 | 0·61, 1·63 | 2·08** | 1·35, 3·20 | 2·26** | 1·38, 3·72 | 1·38 | 0·68, 2·77 |
| College | 1·64** | 1·21, 2·23 | 0·82 | 0·50, 1·35 | 1·27 | 0·86, 1·88 | 2·11*** | 1·47, 3·04 | 2·26** | 1·47, 3·48 | 1·45 | 0·81, 2·61 |
| Religious affiliation (Ref. = Christian) | ||||||||||||
| Other faiths or no beliefs | 0·60** | 0·46, 0·80 | 0·64* | 0·42, 0·99 | 0·78 | 0·54, 1·12 | 0·64* | 0·45, 0·91 | 0·54* | 0·35, 0·83 | 0·69 | 0·39, 1·22 |
Ref., reference category.
*P < 0·05, **P < 0·005, ***P < 0·0001 based on logistic regression models.
†
Awareness of the EWC is defined as recall of at least one of the campaign elements presented.
‡
Poor model fit.
§
Model adjusted for age, sex and month the survey was completed.