While a Majority of Canadians Feel Informed on the Issue of HIV/AIDS, They're Less Informed Now (57%, -13 pts.) Compared to Five Years Ago (70%)

Toronto, ON - While a majority (57%) of Canadians feel `informed' (11% very well/46% reasonably well) on the issue of HIV and AIDS, this number is down compared to those who felt `informed' on the issue when the same question was posed five years ago (70%, 16% very well/54% reasonable well), according to a new poll conducted by Ipsos Reid on behalf of World Vision. Conversely, more Canadians (43%, +13 pts.) believe they are `not informed' (5% not at all/38% a little) on the disease in 2012 compared to 2007 (30%, 2% not at all/29% a little).

One-third (34%, -25 pts.) of Canadians believe that `HIV and AIDS is a worldwide pandemic best described as an international emergency', which is a view that is down substantially from five years ago (59%). A majority (54%, +18 pts. from 2007) of Canadians, however, now believe that `HIV AIDS is a serious problem, but to describe it as a pandemic is an exaggeration'. The following table outlines in full detail the different views Canadians have towards HIV and AIDS and the difference of the opinions compared to 2007 results:

Thinking about the spread of HIV and AIDS, Canadians' perceptions on who is most vulnerable to contracting the disease have also changed drastically. Half (49%, +20 pts.) of Canadians believe that men are the most vulnerable to contracting HIV and AIDS, up significantly from 2007 (29%). One-quarter (26%, -6 pts.) of Canadians think women are most vulnerable to contracting the disease, which down slightly from five years ago (32%). Half as many Canadians in 2012 (15%) believe that young girls are most vulnerable compared to 2007 (30%), while the number of Canadians who believe young boys are most vulnerable has remained consistent (10% in 2012 vs. 9% in 2007).

Nearly all Canadians believe that access to quality health care (94%), increased education and awareness of the disease and how it's transmitted (94%), and cheaper and accessible medicines (93%) would help improve the quality of life for people living with HIV and AIDS, as these views have remained fairly stable over the last five years. Three-quarters (76%, -5 pts.) believe that a reduction of poverty would improve life quality for people living with the disease, down slightly from 2007 (81%). The table below compares these views against those measured five years ago:

Those who volunteer in activities to combat HIV and AIDS has also remained consistent over the last five years. 5% (up 1 pt. from 2007) say they are involved in such activities to help those in Canada, while 95% say they do not (down 1 pt. from 2007). 4% of Canadians (down 1 pt. from 2007) say are involved in activities to combat HIV and AIDS to help those in developing countries, while 96% (up 1 pt. from 2007) are not involved in such activities.

These are some of the findings of an Ipsos Reid poll conducted between October 1st to 8th, 2012, on behalf of World Vision. For this survey, a sample of 1,005 Canadians from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls are calculated using a credibility interval. In this case, the poll is accurate to +/- 3.5 percentage points of all Caandians in the general population. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. For more information on credibility intervals, please visit the Ipsos website at http://ipsos-na.com/dl/pdf/research/public-affairs/IpsosPA_CredibilityIntervals.pdf

For more information on this news release, please contact:

Sean Simpson
Associate Vice President
Ipsos Reid Public Affairs
416.572.4474
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world's third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,363 billion (1.897 billion USD) in 2011.

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