Thank you very much for the question.
Mr. Chair, if I may, we practise a lot of that on the patient-to-patient level currently. I know that at our centre we have posters. We have big signs that have come from the Declaration of Istanbul Custodian Group, which essentially stamps out organ trafficking. We make it part of our standard counselling for patients when they're going through their transplant process to very overtly mention and state that this is an unacceptable practice and outline the reasons why. That's how we do it on the front lines.
If you took a public-based approach, as was outlined earlier, to combat what the current media perception is, I think there certainly are opportunities to highlight the issues. It's not only why this is bad from all perspectives and from an ethical standpoint, but the piece that's resonated in my experience with patients happens when you tell them, “This is not good for you.”
I tell my patients: “If you're going to buy a television, you're going to buy it from a reputable place. This is a big deal, and if you're going to go somewhere where there are no standards, you will have bad outcomes, because this is an illicit practice and that will give you bad outcomes.”
That does seem to be very effective at deterring people who are considering this practice.