January 18, 2017, Yerevan, Armenia – Aurora Humanitarian Initiative’s 2016 Opinion Audit is concluded and results reveal the degree to which a global audience is aware of Armenia, Armenians and the Aurora Prize.
The research, conducted by London-based New Place Consultancy with consultations by Brussels-based TNS Opinion, Kantar Group, shows that attitude towards the Aurora Prize is overwhelmingly favorable among those who have heard of it. Among reasons cited for the favorable attitude is that the prize recognizes people whose work wouldn’t be recognized otherwise, and, in the process, it promotes a positive image of Armenians.
The Opinion Audit explores global awareness and knowledge of Armenia and Armenians, as well. Responses show that the general public mostly knows about Armenian communities, Armenian food and history.
Video infographic (This animated infographic highlights a few of the main findings.)
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The survey also tracks similar metrics – knowledge, awareness, familiarity, engagement — within the global Armenian Diaspora. Responses show that there are certain similarities between how Armenians see themselves and how the general public perceives Armenians. The most frequently mentioned positive attributes are “proud, friendly and respectful.”
Interestingly, while almost a third of respondents think Armenian communities are important in their countries – whether at the national or local level – most respondents find that Armenian communities play little role in the life of their country. Rather, Armenian communities are seen to have the biggest impact in the intellectual, cultural, social and economic spheres. Kim Kardashian and Cher top the list of most recognized celebrities, and celebrities who are most recognized as Armenians, both among the general public and among Armenian respondents.
Questions about the Republic of Armenia generated a fair amount of interest in Armenia as a country and as a travel destination. However, among the general public, that interest does not translate into interest in the country as a place to do business. Armenians, on the other hand, are quite eager to learn more about Armenia as a place to do business. One in seven general public respondents, and one in two Armenians say they are likely to visit Armenia in the future.
The survey was carried out in two waves in March, 2016 and June-July, 2016, in 10 countries — the US, Canada, Australia, France, Argentina, Denmark, Norway, Greece, Germany and Russia.
About the Aurora Humanitarian Initiative
The Aurora Humanitarian Initiative is committed to building a broad, global humanitarian movement. The initiative is rooted in inspiring stories of courage and survival that emerged during the Armenian Genocide, when 1.5 million Armenians perished. Those fortunate few who survived were saved by the courageous and heroic acts of institutions and individuals who intervened, at great risk. A century later, the Aurora Humanitarian Initiative seeks to express gratitude, share remarkable stories of survivors and their saviors, and celebrate the strength of the human spirit.
The Aurora Humanitarian Initiative creates and supports projects designed to raise public awareness and address some of the world’s most pressing humanitarian issues. These projects include the Aurora Prize for Awakening Humanity, the Aurora Dialogues, the Aurora Humanitarian Index, the Gratitude Projects and the 100 LIVES Initiative.
The Aurora Humanitarian Initiative is the philanthropic vision of Vartan Gregorian, Noubar Afeyan and Ruben Vardanyan. It is represented by three organizations – the 100 Lives Foundation, Inc. (New York, USA), the 100 Lives Foundation (Geneva, Switzerland) and the IDeA Foundation (Yerevan, Armenia).
About the Aurora Prize for Awakening Humanity
On behalf of the survivors of the Armenian Genocide and in gratitude to their saviors, an Aurora Prize Laureate will be honored each year with a US$100,000 grant as well as the unique opportunity to continue the cycle of giving by nominating organizations that inspired their work for a US$1,000,000 award. Recipients will be recognized for the exceptional impact of their actions on preserving human life and advancing humanitarian causes.
The Aurora Prize Selection Committee includes Nobel Laureates Oscar Arias, Shirin Ebadi and Leymah Gbowee; former President of Ireland Mary Robinson; human rights activist Hina Jilani; former Foreign Minister of Australia and President Emeritus of the International Crisis Group Gareth Evans; former President of Mexico Ernesto Zedillo; President of the Carnegie Corporation of New York Vartan Gregorian; and Academy Award-winning actor and humanitarian George Clooney.
Further information is available at www.auroraprize.com
