National Poll Gauges Canadians' Opinions on the Importance of Remembrance and the Impact of American Entertainment

Toronto, ON - A new Ipsos Reid poll conducted on behalf of the Dominion Institute has revealed that, despite the prevalence of American culture, history and politics in Canadian society, three quarters (76%) of Canadians `disagree' (32% strongly/44% somewhat) that `American history is more exciting than Canadian history'.

Leading up to the anticipated debut of "Passchendaele", a Canadian-produced $20-million film depicting the famous First World War battle fought by the Canadians in the fields of Ypres, Belgium, the results of the poll have found that most (82%) Canadians `disagree' (42% strongly/40% somewhat) that `Canadian history doesn't have very many exciting or memorable events that are worthy of being adapted to the Big Screen'.

In fact, nine in ten (92%) `agree' (59% strongly/33% somewhat) that `it is important to commemorate Canada's military history', and a similar proportion (90%) `agrees' (53% strongly/37% somewhat) that we should `be doing more to educate our young people about our military history'. 85% believe that watching movies and TV is an effective way for young people to learn about Canadian history.

Focusing more closely on the impact of American culture here in Canada, three quarters (76%) `agree' (32% strongly/44% somewhat) that they're `concerned about the impact that American entertainment has on Canadian youth'.

But when specifically asked about whether they learned more about Canadian or American history from various sources, this is what Canadians had to offer:

• Nine in ten (90%) say they they've learned more about American history from movies, compared to one in ten (10%) who say they've learned more about Canadian history from movies.
• Three quarters (75%) indicate they've learned more about American history from the television, compared to one quarter (25%) who says they've learned more Canadian history this way.
• A majority (57%) of Canadians suggest they've learned more about Canadian history through books, not American history (43%).
• A slim majority (51%) have learned more about American history through newspapers and magazines, while 49% say they've learned more about Canadian history through these media.
• A majority (53%) says they've learned more about American history through the internet, while nearly one half (47%) says they've learned more about Canadian history this way.
• Eight in ten (79%) say they've learned more about Canadian history from school, but two in ten (21%) say they have learned more about American history in school.
• Almost all (86%) Canadians say they've learned more about Canadian history through their family and friends, not American history (14%).
• A similar proportion (83%) says visiting historical sites and monuments has taught them more about Canadian history (83%), while two in ten (17%) say they learn more about American history from these sites.

"Passchendaele offers a unique opportunity to proudly tell one of our stories. The film is not just a great piece of entertainment; it is an indispensible educational resource," said Marc Chalifoux, Executive Director of the Dominion Institute. "We need more Canadian films like Passchendaele."

"I am convinced we can re-ignite interest and pride in Canada's distinguished military history and highlight the exceptional role our soldiers played in the War to End All Wars," said Passchendaele writer-director-star Paul Gross.

These are the findings of an Ipsos Reid poll conducted on behalf of the Dominion Institute between September 17 and September 22, 2008. This survey of 1022 Canadian adults was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. Weighting then was employed to balance demographics and ensure that the sample's composition reflects that of the Canadian adult population according to the latest Census data and to provide results intended to approximate the sample universe. Statistical margins of error are not applicable to online polls because they are based on samples drawn from opt-in online panels, not on random samples that mirror the population within a statistical probability ratio. All sample surveys and polls may be subject to other sources of error, including, but not limited to, coverage error, and measurement error. However, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, of what the results would have been had the entire adult population in Canada been polled.

Dominion Institute - Passchendaele in The Classroom.

This Fall, the Dominion Institute has launched Passchendaele In The Classroom, an educational campaign to encourage high school teachers to incorporate the film into their lesson plans on Canada's involvement in the First World War. The Institute has developed a bilingual Education Guide, which has been distributed to every high school in Canada and is currently being used by thousands of students.

The Institute also launched the Great War Letters Contest, which encourages young Canadians to write a letter as if it were penned from the Battlefield or the Home Front during the First World War. The submissions will be judged by an esteemed panel of well known Canadians including Paul Gross, Adrienne Clarkson and the only remaining Canadian veteran of the First World War, John Babcock. The grand prize winner will travel to Belgium for a tour of the Passchendaele battlefields.

To order a copy of the Education Guide or participate in the Great War Letters Contest visit http://www.dominion.ca

For more information on this news release, please contact:
Marc Chalifoux
Executive Director
The Dominion Institute
(416) 602-9721
or
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2002
[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.

To learn more, please visit www.ipsos.ca.

About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies 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. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP