Leadership at all levels, provincial, federal, and municipal, has a role to play in motivating Canadians to do things. It's a very broad field. It has to do with the built environment. It has to do with encouraging your municipality to open up its facilities as much as possible, to remove barriers, to reach out so that even people who may not be able to afford certain programs are somehow included. There is a lot to do.
I also think that we really have to look at the problem of obesity and overweight, which is really what we're trying to tackle, as two-phased. It's exercise and nutrition. If we look back to what we did about smoking, which we recognized was very bad for our health, there was a very broad effort to curb people's smoking in our country, and it has worked. But I would say it's relatively easy to say, “Don't smoke; it will kill you”. It's hard to say, “Don't eat; it will kill you”, because we need to eat. But we need to eat good food. We need to have a proper diet and not be eating empty calories, so there is a big job to be done.
I would suggest that we are in a situation where, when it comes to nutrition, there is a big advertising budget for food and beverages. I like to think of it as being like a game, and the game in the food and beverage industry is all about market share, earning a profit for your shareholders. That's their scoring. But if we're going to have a game, we have to have rules. We have to have referees and we have to have penalties if you break those rules. I think it's up to government to set the rules. I'm not sure we've done a good enough job on that, so that's a little challenge that we face.