In a time when digital platforms are the public square, Khachkar Studios is meeting the moment with a visionary initiative: the New $10,000 EMPOW Awards. Designed to empower Armenian Christian creators, these awards recognize excellence in sharing the “Good News” across new media channels.
From AI-powered videos to homilies and podcasts, EMPOW Award winners will reflect five essential traits—Engaging, Motivational, Powerful, Originality, and Wisdom. With $250,000 earmarked for 2025, the initiative is part of a historically unprecedented $10+ million movement to revive Armenian Christian faith and participation across the U.S. Khachkar Studios isn’t just rewarding content—it’s investing in transformation.
The studio’s strategy is rooted in performance: its primary metric for success is Key Performance Indicator #1—the number of Non-Holiday Badarak Faithful. In other words, how many Armenians are actively living their faith week to week, not just during holidays.
By measuring Social Return on Investment (SROI) in such direct terms, the EMPOW Awards are creating accountability with purpose. The goal? To double the current 3% participation rate among U.S. Armenians to 6%.
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The awards also include promotional support. Winning content will be distributed across news outlets and social media, reaching audiences far beyond local parishes. Top entries will feature in training materials designed to raise up new Christian role models.
While past Armenian-American philanthropic efforts have often overlooked religious giving—allocating only 2% of $825 million over two decades—Khachkar Studios is boldly reversing that trend. Its benchmark spending far exceeds the combined contributions of major names like Kerkorian, Gulbenkian, and Manoogian in religious initiatives.
The EMPOW Awards take inspiration from the parable of the talents, where those entrusted with much are called to deliver even more. That spirit of stewardship informs Khachkar Studios’ entire approach to media and mission.
As Armenian churches search for new ways to inspire younger generations, the New $10,000 EMPOW Awards are lighting a path forward—where faith meets creativity, and digital missionaries are equipped to lead with truth and innovation.
