--that this voice is attached. Some fairly simple visual identifiers and common looks can be useful in conveying that.
The Government of Canada is communicating with Canadians about dozens and dozens of different programs that really aren't related in any intrinsic way, other than the fact that they are brought to you by the Government of Canada. So finding the right way of capturing enough awareness so that people know this is a federal program and that this is where they can go to look, on the one side, and on the other side, accommodating that diversity.... We're unlike any private corporation in the diversity and scope of our reach across the country and in the diversity of services and products we're trying to communicate to Canadians.
It has been a bit of a challenge, but fundamentally we're hiring some outside expertise to help us.