Our work with the private sector does not include providing any contributions to them. Our funding programs are exclusively directed to the not-for-profit sector and community groups. However, we encourage the private sector to use their own resources to take on a leadership role in remembrance.
A number of companies are quite interested in doing that. This is a more recent area that we've begun working in. They're interested in looking at their existing activities, and perhaps even advertising campaigns, to see how they can achieve their objectives while also honouring those who serve Canada.
Our role in this is to make them aware that there's an opportunity for them to do this, and encourage them to take on that leadership role themselves. Sometimes you only need to make them aware of an opportunity, and if they see that it's the right thing to do they'll take advantage of it themselves.