I'd like to address the question around families.
I know in Nova Scotia for sure we have looked at who we should be targeting as far as social marketing is concerned. We had research done and we came to the conclusion that we should be targeting the parents of children from zero to twelve because the parents make the decisions as to what they participate in and what they eat and how they eat, the kinds of lives they lead. We have a website up called momsanddads.ca, and it's specifically for parents to go to to ask questions, to pose questions, to get information on the areas of physical activity, healthy eating, and obesity.