Tipping point: New Survey Finds More Canadians Have Seen a YouTube Video About the World Wars Than Have Met a Veteran of Those Wars
“Meeting with the Past” Remembrance Day Campaign Offers a New Way to Connect with Veterans’ Stories and Donate to Support Veterans
Meeting With The Past 30-second national broadcast spot | An invitation to experience a week of wartime as a reminder of the sacrifices of our Veterans.
Meeting With The Past explainer video | Join the meeting and explore the lives of soldiers during wartime. Honour their sacrifice with a Digital Poppy at MyPoppy.ca
TORONTO, CANADA, November 4, 2024 — HomeEquity Bank, provider of the CHIP Reverse Mortgage, today released the results of a nationwide survey exploring Canadians’ connection to World War Veterans. The survey reveals a deep desire for connection with the stories of the First and Second World Wars: most Canadians are watching YouTube videos, films and TV shows and reading books about the conflicts. However, fewer than half of Canadians (40%) have met a Veteran of the World Wars.
Veterans Affairs Canada estimates that there are fewer than 10,000 Veterans of the Second World War and the Korean War remaining. Predictably, Gen X (47%) and Boomers (50%) were more likely to have met a Veteran than younger generations, with Atlantic Canadians most likely to have met a Veteran (61%). Notably, more 18- to 34-year-olds have played a video game about the World Wars (43%) than have met a Veteran of them (23%).
When it comes to connecting with stories about the war in any form, the survey found that men (80%) were significantly more likely to have done so than women (67%). Regionally, Albertans (84%) showed the highest engagement with war stories.
“The findings of this survey are a stark reminder. We must foster a deep connection to our nation’s history as there are fewer and fewer personal connections to be made,” said Katherine Dudtschak, President and CEO, HomeEquity Bank. “At HomeEquity Bank, we believe in the power of stories. Our Veterans’ experiences are a vital part of our national fabric, and we’re committed to helping Canadians of all ages engage with them meaningfully.”
This survey comes as the Legion National Foundation’s Digital Poppy fundraising campaign kicks off its 2024 season. The Digital Poppy program supports the well-being and quality of life of Canada’s nearly half-a-million Veterans and their families Donations serve a dual mandate – improving the lives of veterans by ensuring access to mental and physical health services, housing, community and more; and fostering pathways for connection with younger generations through remembrance education that sparks meaningful conversations and gratitude.
In response to the survey findings, HomeEquity Bank is launching its “Meeting with the Past” campaign with creative agency Zulu Alpha Kilo. This innovative initiative uses today’s online calendar technology to contrast our seemingly hectic modern lives with the profound sacrifices made by Veterans. Through meeting invites, participants connect with impactful stories from the past, exploring the courage and resilience of those who fought on the front lines.
“With Remembrance Day falling on a Monday this year, we asked Canadians if they’d ever experienced the ‘Sunday Scaries’—where you’re anxious about the week ahead on Sunday night—and nearly 60 per cent had experienced the phenomenon,” said Vivianne Gauci, CMO, HomeEquity Bank. “With so many of us having experienced this, it is a good moment to think about what our Veterans were going through and their levels of stress and anxiety.”
“We appreciate HomeEquity Bank and its ongoing efforts to advance the tradition of Remembrance as the Presenting Sponsor of the 2024 Digital Poppy Campaign” said Thomas Irvine, Chair Legion National Foundation. “Through the Meeting with the Past initiative, we are inviting Canadians to embark on a journey of meaningful reflection through meeting invites that underscore the profound sacrifices and harsh realities our Veterans faced in times of conflict. In honour of these contributions, all are encouraged to make a donation of a Digital Poppy in honour of the Fallen.”
The campaign will run through Remembrance Day. Canadians can visit MyPoppy.ca to get their own Digital Poppy to support Canadian Veterans. All donations receive an instant tax receipt.
About HomeEquity Bank
HomeEquity Bank is a Schedule 1 Canadian Bank offering a range of reverse mortgage solutions including the flagship CHIP Reverse Mortgage™ product. The company was founded more than 35 years ago to address the financial needs of Canadians who wanted to access the equity of their top asset – their home. The Bank is committed to empowering Canadians aged 55 plus to live the retirement they deserve, in the home they love. HomeEquity Bank is a portfolio company of Ontario Teachers’ Pension Plan Board, a global investor that delivers retirement income for 340,000 current and retired teachers in Ontario. For more information, visit www.chip.ca.
About the Legion National Foundation
The Legion National Foundation is a national organization that is dedicated to enriching the lives of Veterans in the Canadian Armed Forces and the Royal Canadian Mounted Police. Through generous gifts from donors and initiatives such as the Digital Poppy, the Foundation supports Veterans and their families. Areas of impact include Veterans’ health and wellness, scholarships and bursaries for students and education for children and youth.
About the Survey
These are the findings of an Ipsos poll conducted on behalf of HomeEquity Bank. For the survey, a sample of n = 1001 Canadian adults was interviewed online via the Ipsos I-Say panel from October 11 to 15, 2024. Quotas and weighting were used to ensure that the sample reflects the population distribution of Canada according to census parameters. The accuracy of Ipsos online polls is measured using a credibility interval. In this case, the results are considered accurate to within +/- 3.8 percentage points, 19 times out of 20, of what the results would have been had all Canadian adults been polled. Credibility intervals are wider among subsets of the population.
HomeEquity Bank, Vivianne Gauci, SVP Customer Experience, (416) 413-4661, vgauci@heb.ca
Weber Shandwick for HEB, Adam Bornstein, (905) 505-2540, abornstein@webershandwick.com.
