Thank you very much for your question. It's absolutely very relevant.
At Health Canada, we do a lot of work in trying to communicate with Canadians about the risks associated with certain hazardous chemicals. We do appreciate the complexity of the messaging, and also really that ability to navigate the website and stuff like that. In 2016, we undertook a five-year plan to look at this. In 2017, some public opinion research was done that focused on the interests of Canadians, what Canadians wanted to know. It focused on how they wanted to be informed about this, how they accessed data, and some of the challenges that they faced when accessing data.
We took all of that information back and we pulled together a new approach that is being implemented. From a social marketing perspective, we have some plain language pieces that are being put together. We have some social media that is being pulled together to communicate that out. We have different regional outreach programs that go out, so it's not just centred in the national capital region. We work with our regional colleagues. We target trade shows and home shows. On certain substances—for example, radon or asbestos—we've actually had blitzes and gone out to educate Canadians.
One of the things we learned is that with regard to chemicals that are very abstract to people, when people are unaware of the chemical and it's perhaps an industrial chemical that is meaningless to them, it is pretty hard for them to engage on it. However, when we're able to really make it relevant to them and they're able to see their homes and see themselves in this, they have a much greater interest.
We also looked at target audience.