I'll start and colleagues may want to chip in as we go along.
I think it's accepted, firstly, in Scotland that public awareness education is important, and the Scottish government has always helped fund that with us. On average, if you take the local government elections next year, for example, we will spend approximately £1.5 million on the public awareness campaign. Much of that will go in paying for television time. We tend to use recycled creative ideas, which are cheaper, for the TV and radio ads. Click-through in terms of messaging by television is very successful. However, because you can't really get beyond the high-level messages in the TV or radio ads, we also underpin the key message on how to complete a ballot paper through household leaflets that we deliver to every household in Scotland, partnering with civic society and anyone else we can find who engages with people and is prepared to help us do that.