I think the number one thing is that we need to communicate much more broadly. It's fair to say that while we were developing the technology, while we were making it robust and investable, we did not spend much time talking to our stakeholders, particularly stakeholders beyond Fort McMurray. Into that void leapt others. I will continue to work on that issue myself. I made over a hundred speeches across North America last year on the topic of oil sands reputation and educating people on what we do, and when they find out about things like the Wood Buffalo Environmental Association, they are impressed.
I can take credit for it, because one of my colleagues at Suncor and I began the Wood Buffalo Environmental Association many years ago, and we did so with a couple of primary points. One, we wanted to combine what was then two separate air-monitoring networks, with me at Syncrude and him at Suncor. Two, we wanted to make it much more inclusive and transparent. So we formed an organization, and we invited stakeholders to participate. In those days, as it is today, all stakeholders in the region could participate, including first nations. That is also true of the regional aquatics monitoring program. In fact, first nations can participate in the water monitoring programs in the region.
So these two organizations are very inclusive. The same goes for the Cumulative Environmental Management Association. First nations have been and continue to be members. And when it comes to influencing programs, that's also true.
So I think what it comes down to is that people either don't wish to learn or don't understand what's going on there. I cannot anywhere in North America find a trio of broader monitoring management organizations.