That's an excellent question because it raises the very good point that paid advertising is only one way we communicate with Canadians.
In using the paid advertising, we do use.... For instance, early on, the Public Health Agency of Canada had a mail-out that we sent to all Canadians. We also use what we call “loudaphones”, or billboards that you would see when driving down the highway. We still use bus billboards as well, believe it or not. It's a campaign, and we try to get as many Canadians as we can, including indigenous Canadians who may be up north and may not have access to the Internet like others do.
Obviously, how you target your specific campaign will depend on what you're trying to get across, but in this particular case, both the public health messaging on the safety and security of Canadians and the finance messaging were of interest to most, if not all, Canadians, so we used a variety of methods.