Health committee  Interestingly, that corresponds to the highest users of Facebook and social media.

Health committee  Thank you for the question. I can link it back to the anti-drug campaign, which is what we're active on right now with the younger group, and prevention. We're seeing our multimedia approaches are having phenomenal results. We've just done some survey work to see what kind of impact we're having, and using a combination of social media plus other traditional social marketing impacts, we're seeing that 25% of youth who either saw our ads or went to the Facebook page--a huge majority who saw the ad were driven to the Facebook page.

Health committee  Sure. I think this responds a little bit to Ms. Leslie's question. I think these new social media tools are especially useful in the area of tobacco, because what the research shows us in tobacco is that quitting is very contagious. If someone in your social network quits, you're much more likely to quit.

Health committee  At Health Canada we've traditionally used mass media--TV, radio, and print--to reach our target audiences, and those campaigns have been very effective. Now we're looking at a whole new world with Web 2.0, where we see that 17.5 million Canadians are current users of Facebook and 21 million Canadians a month are going on YouTube to see online videos.

Health committee  That's a very tough question. Social media, as you know, are very new tools, so there isn't the body of evidence that would link that to changes in behaviour.

Health committee  We've used it in some of our other campaigns, which we're doing now, and we're seeing positive results.

Health committee  I'll turn to my colleague to answer that.