Thank you very much, Mr. Chair.
It's good to be back at this committee. I know you'd like us to keep our questions succinct, so I will try to do that.
We've held this conversation at this table before. Your last comment, Mr. Bird, is a great segue into my question, because it does have to do with the culture of giving. I know I've heard that referenced a number of times around this table. I've mentioned this before at other tables. I've heard it said that culture eats strategy for breakfast.
While you're trying to create a culture, you are also probably dealing with one that already exists. I think therein lies the tension. How do you deal with a culture that's already in existence and create a new one or build on one?
I'm wondering—and this is for any of you—what you believe the role of the federal government would be in terms of educating the public, say, through an advertising campaign?