Well, frankly, I think it's almost shocking that we don't have the basic kind of data that every large corporate entity would have to make its case to the American public in a period of difficulty, and not just the American public, but the key decision-makers. As far as I'm aware, the data we've been assembling for the last 10 or 15 years has basically petered out, and there's none of that being supported by our government or others. The shelf life of the materials we do have isn't really up to the task. Beyond that, I believe that we have to focus on the areas where we're really likely to make a difference and get a return on the investment, which are more or less the areas we've been discussing this afternoon.
I also believe that it's folly to try to generally change American attitudes towards Canada. I think what we need to do is find the segments of American society, the key groups, that we could call, perhaps, the “influentials”--the folks who are most likely, for example, to participate in the political process, write letters to the editor, perhaps belong to political parties, and so forth--and try to figure out messages that would resonate with those particular groups. There are ways, as researchers, to segment and refine the messages and target the messages using appropriate media to places where you could make a difference.
It's also essential that our key representatives in our consuls and also in our provincial governments and so forth are equipped with the basic information needed to dispel some of the false images about what Americans are thinking about Canada and the border and that they are also, by the way, aware of areas where difficulty exists. For example, it's extremely disturbing to find out that three years ago, 48% of Americans wanted to build a wall at the Canadian border. Now, we could be comforted that 87% wanted to make a wall at the Mexican border, and they actually started building it. But I personally found it pretty chilling that 48% of Americans.... Now, that number's gone down a bit, and it coexists with a lot of other data that would suggest that it's not a very sincere belief on the part of Americans. But I think it's important for us to know where the problems exist as well as what our exposed flanks are. And where we do have points of advantage that are highly significant, we should be able to assemble those in some focused communications to the key decision-makers we're capable of influencing.