Prime Minister Stephen Harper has been advised to tone down his language on topics such as "fighting terrorism" and the 9/11 terrorist attacks and to hold off on using phrases such as "cut and run" when discussing Canada's options in Afghanistan.

The advice is part of a public-opinion report prepared last month by The Strategic Counsel for Foreign Affairs, The Globe and Mail reported on Friday.

In order to counteract apparent fading support for the mission, the report recommends emphasizing peacekeeping, rebuilding and Canada's role in helping to improve the lives of women and children.

The report says only 40 per cent of those sampled across Canada actually support the mission in Afghanistan. In Quebec, support for the deployment was at close to zero.

The report blames "unbalances, mostly negative" media coverage and a lack of understanding about the purpose of the deployment, for the low support.

It suggests Canadians' perception of the mission could become a make-or-break issue for the government because of widespread coverage of Canadian casualties and a lack of results in Afghanistan. All that has contributed to a feeling that the situation is generally worsening, the report suggests.

"Suspicion and cynicism are taking hold in the absence of hard facts and positive stories about progress," the report states.

"There is a growing belief that the government is trying to avoid talking about the issue to play down the grim reality that the mission is failing."

Also, the report found many Canadians believe Canada is part of a U.S.-led mission, or that Canada invaded Afghanistan.

The report is based on 14 focus-group meetings held in seven locations across Canada last November.

The groups were comprised of Canadians of different ages from rural, urban and suburban parts of the country.

Support ranged depending on age and locale. Among participants who were 36 and older the mission received the most support.

Two groups were conducted in Quebec -- one in Laval and one in Drummondville -- where support was found to be "virtually non-existent."

Quebec residents between 18 and 35 were the least supportive of the war, suggesting the conflict would be best resolved through peaceful means and that it is an American fight.

The report also suggests the government should focus on positive changes Canada has helped bring about, such as the construction of schools and the creation of new jobs, and should recruit Afghan ambassadors and key Canadian journalists to tout the cause.