Record of Discussion - 21 February 2024

21 February 2024, 13:00 – 16:30 (ET)
Virtual via Microsoft Teams

Commemoration Advisory Group members

  • Captain (Retired) Ray Kokkonen, Canadian Peacekeeping Veterans Association
  • Major (Retired) Gerry Wharton, Army, Navy & Air Force Veterans in Canada
  • Lee Windsor, University of New Brunswick, Gregg Centre (Co-Chair)
  • Derrill Henderson, National Council of Veteran Associations in Canada and Hong Kong Veterans Association of Canada
  • Anne Hurtubise
  • Lia Taha Cheng, Royal Canadian Legion
  • John Moses
  • Sean Graham, Directorate of History and Heritage, Department of National Defence
  • Caitlin Bailey, Vimy Foundation
  • Lieutenant Colonel Wallace Noseworthy, Canadian Joint Operations Command, Canadian Armed Forces
  • Andree Gracie
  • Robert Jardine

Veterans Affairs Canada officials

  • Paul Thomson, Director General, Commemoration Division, Veterans Affairs Canada (Co-Chair)
  • Sylvie Thibodeau-Sealy, Director, Policy, Learning and Recognition, Commemoration Division
  • Rob Walker, Special Projects Advisor, Policy Learning and Recognition, Commemoration Division
  • Amanda Kelly, A/ National Program Manager, Commemoration
  • Mylene Croteau, Manager, Communications
  • Kirstin Sweet, Project Officer, Engagement and Events

Office of the Minister of Veterans Affairs

  • Sarah Cozzi, Director of Policy, Office of the Minister of Veterans Affairs

Regrets

  • Jamie Morse, Office of the Veterans Ombud
  • Simon Coakeley

Welcome and opening remarks

The VAC co-chair opened the meeting and thanked everyone for joining virtually. He shared that he is looking forward to seeing everyone in-person in March at the National Stakeholder Summit in Montreal.

The member co-chair discussed the importance of the priorities identified in the Minister’s mandate letter for the advisory group and how they may affect different age groups.

Land acknowledgement

The VAC co-chair offered a land acknowledgement recognizing that we are all on the traditional and unceded territory of the First Nations, Métis, and Inuit people, covered by the historic Treaties of Peace and Friendship.

Veterans’ Week 2023 overview

Sylvie Thibodeau-Sealy, Director, Policy, Learning and Recognition, Commemoration Division presented lessons learned from a review of the Veterans Week 2023 learning materials.

  • VAC is engaging a current educator to evaluate how their educational materials are resonating in the classroom.
    • A member asked if VAC considered surveying a wider pool of educators.
      • Yes, after Veterans Week a survey goes out to educators. 1200 completed in 2023, with 3,000 written comments.
    • Key findings from the 2023 year were presented.
      • Printed materials continue to be in high demand and 14,700 orders for education materials were filled and 4.4 million products were distributed.
    • The group was presented with a walk through of the VAC website where learning materials are available.
      • Web traffic has been steadily increasing year over year. In 2023 there were 358,000 views of learning materials, with a 36% increase in traffic.
      • There were more than 10,000 Facebook interactions.
        • The group inquired if VAC is investing in online advertising. VAC commemoration advertising is part of the larger Departmental advertising budget, which includes online advertising.
      • There was a 20% increase in poster views, with this being the first year that a QR code was included. The poster was also available earlier.
        • The group engaged in a lengthy conversation about the merit of including QR codes on materials.
        • Other organizations have seen similar statistics related to usage.
        • Usage is highly dependent on demographics, but it was expressed that if including them helps even a small percentage, then they are worthwhile to include. Materials can end up in many different places aside from their intended users.
        • While there are cell phone bans in some schools, others encourage use for educational purposes. So a complement of print and online resources are still important.

CAG advice on the Learning and Recognition lines of effort 2024

Sylvie Thibodeau-Sealey presented the group with key areas of activity for 2024.

  • Commemoration is evolving its K-12 offering and applying a youth lens to design, including a by-youth-for-youth approach where appropriate.
    • 13,000 recognition cards were distributed, which was adapted from the Valentines’ for Veterans for grades 7-12 students.
    • The team is working on new and refreshed lesson plans.
    • CVWM visioning is underway and Commemoration is exploring how to expand and refresh the database. This may include highlighting different groups, such as Women and Indigenous Veterans.
      • Members were very receptive to these ideas and urged that a decentralized effort be undertaken. Partner materials could be used because of the lived experiences of these groups. Indigenous groups are diverse among themselves.
      • Commemoration will engage the Indigenous Veterans Team to further explore this approach.
    • The VAC co-chair indicated that VAC can celebrate milestones throughout the year and not just on anniversary dates.
      • Members shared that they find students asking more questions about the CAF when they are visiting classrooms and they note that students are paying more attention to current events.
      • Events and resources can be tied into current interest. The best success in the classroom comes from discussing the past as it links to the present and when students are involved in telling the story. There can be a bridge between eras of Veterans.
      • Discussions can begin with traditional Veterans and then tie in their experiences to modern day Veterans. Stories can be anchored by a chronological timeline and mission dates, then expanded on. CAF around the World can help to facilitate this approach.
    • The VAC co-chair asked the group to consider, going forward, how we can encourage modern day Veterans to know that commemorative events honour them as well, not just older Veterans.

Commemoration program updates

The co-chairs provided updates to the group on Commemoration programming.

  • Work is ongoing with the design team for the Afghanistan monument and the design is complex. The member co-chair recently spoke with the journalist covering the monument design and re-iterated that the Veteran’s voice was always to be the final word on the design selection. The member offered to discuss further with members if they are approached by the media.
  • On March 10, Commemoration is holding a ceremony and reception to commemorate the 10th anniversary of the end of the Afghanistan mission.
  • The joint Mental Health and Commemoration working group met recently and had a positive discussion how best to commemorate Veterans who die by suicide.
  • Planning for the National Stakeholder Summit is well underway and the approach will be community driven. The member co-chair asked the group to consider what questions they can be asking other stakeholders during their conversations at the Summit, that may help to inform the group’s mandate letter recommendations.

Next steps and closing remarks

Members requested time for reflection and the opportunity to offer feedback on the specific requests for input from the Learning, Recognition and Commemoration Division team on commemoration plans and activities discussed. The co-chairs closed the meeting by thanking everyone for their contributions today and sharing that the group will meet again in late March, where they will make space for further discussion about mandate items. They look forward to seeing everyone in person at the National Stakeholder Summit.

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