As you probably saw, the other part of my portfolio deals with national celebrations and that type of work. We see how those types of weeks and months do work in bringing attention to other types of activities that we have, whether it's promoting something on the Canadian heritage side or whether it is in doing things around sport. I think those are definitely good pieces to look at.
As you see, this issue is so complex because of how many players are involved, and it may in fact give a focus to those players on how to all come together. You could get everybody—from professional sports down to communities to health care professionals to schools—all being able to do something in a very coordinated fashion. Certainly we see the effects when efforts like that are made.