I think there's an interesting discussion that's going on right now. In fact, Allan Gregg spoke about this at the national summit hosted by a number of us. The point was made that in the past, most public engagement efforts have focused on attitude, awareness, or understanding.
Frankly, I think there's quite a high degree of awareness about the benefits of giving. Allan Gregg made the argument that it's about shifting to strategies organized around behaviour, and in fact our message should be zeroing in on the behavioural side.
This is something economists have been grappling with ever since the downturn in 2008. People were aware of the risks, but it was behavioural economists who understood the kinds of changes that were coming. They were the ones who predicted the downturn. I think if the government were to pursue an advertising effort and promotion of this and get behind the tax incentives you recommend, it should be one that really zeroes in on the behaviour, and through that behaviour, then, the impact this could have in our communities, in our environment, and in the way we participate in civic life.