Question Period Note: Tabling of Employment and Social Development Canada’s Supplementary Estimates (B) for Fiscal Year Ending March 31, 2025

Why is Employment and Social Development Canada (ESDC) requesting $3.75 million for the
government advertising programs (horizontal item) in the Supplementary Estimates (B) for
fiscal year ending March 31, 2025?

Everyone, no matter where they live, should be able to age with dignity and with
choice. The government is committed to making life more affordable for Canadians
through enhancements to Old Age Security (OAS), the Canada Pension Plan (CPP),
and the Guaranteed Income Supplement (GIS) This will allow more seniors to enjoy the
comfortable and dignified retirements that they worked for and deserve.
• The Government is committed to making life more affordable for Canadians through
enhancements to the OAS, the CPP and the GIS. This will allow more seniors to enjoy
the comfortable and dignified retirements that they worked for and deserve.
• The advertising campaign will help increase awareness and knowledge of government
retirement programs and services among adults aged 50-65.

The 2024 to 2025 Services for Seniors advertising campaign’s objectives are to increase
awareness and knowledge of Government of Canada retirement programs and resources among
adults aged 50-65, including the CPP.
Summary of other 2024 to 2025 major planned advertising campaigns:
• Inclusive Workplaces: The objective of the Inclusive Workplaces campaign is to increase
employer knowledge and awareness that persons with disabilities are a significant
untapped source of labour that can address their labour force needs and that there are
tools and resources available to help employers hire persons with disabilities.
• National Skilled Trades: The objective is to increase awareness of the many benefits of
pursuing the skilled trades as a first-choice career option and to build awareness of
Government of Canada funding, tools and resources.
• Upgrade Your Skills: The objective of the campaign is to inform Canadians about financial
support and various programs available to help them gain the skills they need to prepare
for today’s labour market.
ESDC, in collaboration with Public Services and Procurement Canada (PSPC), will establish
contracts with advertising agencies via the advertising standing offer process. Contracting is
managed through PSPC. Funds are allocated to cover the costs of the planning, production,
media buy and evaluation of the advertising campaigns.

Table: Funding for the government advertising programs (horizontal item)
Funding (in $) and Full Time Equivalent (FTE)

FTE
Existing Funding (Main Estimates 2024-25): 0
Supplementary Estimates (B):0
Total Funding: 0

Salary
Existing Funding (Main Estimates 2024-25): 0
Supplementary Estimates (B): 0
Total Funding: 0

Operating and maintenance
Existing Funding (Main Estimates 2024-25): 4,000,000
Supplementary Estimates (B): 3,750,000
Total Funding: 7,750,000

Total Operating (Vote 1)
Existing Funding (Main Estimates 2024-25): 4,000,000
Supplementary Estimates (B): 3,750,000
Total Funding: 7,750,000

Grants and Contributions (Vote 5)
Existing Funding (Main Estimates 2024-25): 0
Supplementary Estimates (B): 0
Total Funding: 0

Sub-Total
Existing Funding (Main Estimates 2024-25): 4,000,000
Supplementary Estimates (B): 3,750,000
Total Funding: 7,750,000

Employee benefit plans
Existing Funding (Main Estimates 2024-25): 0
Supplementary Estimates (B): 0
Total Funding: 0

Total Funding
Existing Funding (Main Estimates 2024-25): 4,000,000
Supplementary Estimates (B): 3,750,000
Total Funding: 7,750,000