One-Year Removed from Vimy Centenary, Recognition of Vimy Monument Falls to just 16%

Recognition Lowest among Millennials (13%)

One-Year Removed from Vimy Centenary, Recognition of Vimy Monument Falls to just 16%

The author(s)

  • Sean Simpson Vice President, Canada, Ipsos Public Affairs
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Toronto, Ontario, April 9, 2018 — One-year removed from the Centenary of the Battle of Vimy Ridge, recognition of the famous monument has fallen by 3 points to just 16%, according to a new Ipsos poll conducted on behalf of the Vimy Foundation.

The monument at Vimy Ridge is featured on both the $20 bill and the $2 coin, and yet 70% of those polled were unwilling to even hazard a guess, saying that they ‘didn’t know’ the distinctive shape of the Vimy Memorial, one of Canada’s great examples of public art. Others thought that the monument represented the Twin Towers / World Trade Centre (3%), the Washington Monument (1%), or unspecified mentions of memorials to the First World War (>0%), Second World War (1%), or war memorials in general (3%).

Those in Ontario (23%) are most likely to correctly identify the monument, followed by those in Saskatchewan and Manitoba (19%), Alberta (17%), Atlantic Canada (16%), British Columbia (15%) and, finally, Quebec (5%).

Men (19%) are more likely than women (13%) to accurately identify the monument. Concerning for the future remembrance of Vimy and those who made the ultimate sacrifice in times of war, Millennials are least likely (13%) to recognize the monument, while Gen Xer’s (15%) and Boomers are slightly more likely (20%) to do so.

About the Study

These are some of the findings of an Ipsos poll conducted between April 3 and 5, 2018, on behalf of the Vimy Foundation. For this survey, a sample of 1,002 Canadians aged 18+ was interviewed online via the Ipsos I-Say panel and non-panel sources. Quota sampling and weighting were 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 is measured using a credibility interval. In this case, the poll is accurate to within ±3.5 percentage points, 19 times out of 20, had all Canadian adults been polled. The credibility interval will be wider among subsets of the 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 this news release, please contact:
Sean Simpson
Vice President, Ipsos Public Affairs
+1 416 324 2002
Sean.Simpson@ipsos.com

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of Canadian American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.
Ipsos has media partnerships with the most prestigious news organizations around the world. In Canada, Ipsos Public Affairs is the polling partner for Global News. Internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals. Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

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. Ipsos ranks fourth in the global research industry.
With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; 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 €1,782.7 million in 2016.

The author(s)

  • Sean Simpson Vice President, Canada, Ipsos Public Affairs

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