We have been doing research going back to 2004, trying to establish a baseline around, first of all, people's attitudes and behaviours and levels of knowledge around infection-prevention issues and, at the time, avian influenza, pandemic influenza, and seasonal flu, for example. In the early days our strategy was to try to clarify the differences between bird flu and human flu. Subsequently, our research has continued to delve into other areas of pandemic response, particularly vaccines and attitudes and knowledge about vaccines. So yes, in our communication strategy the outcome is very much the ending for us, which is a behavioural outcome ultimately.
So, for example, in the spring we were testing very much people's levels of awareness and behaviour around handwashing and cough etiquette and the infection-prevention behaviours we wanted them to adopt. Throughout the spring we could actually track changes in people's behaviours. In the early days we saw a tracked change in behaviour around handwashing, and coughing in the sleeve was slow. It's really amazing, you could see a change in behaviour as you changed your messaging, and when you changed your tactics as well. Then mid-course, when we started pushing the message around sneezing in your sleeve more aggressively, we started seeing a shift as well in the numbers.
But what's also true is that the moment you stop aggressively pushing a message, people can revert to old behaviours. We saw that during SARS, a big change in behaviour around handwashing, then two or three years later we saw that the numbers were going down again, which speaks to the importance of collectively working with our partners, provinces and territories, all of our partners in public health, to continue to communicate certain messages.
In terms of messages and behaviours, what we know about people's attitudes towards vaccine is that they shift week to week in terms of uptake, intention to uptake, which is why--to Mr. Malo's questions earlier--a strategy will shift very soon to more sustained messaging on the risks and benefits of vaccination in the hopes, of course from a public health standpoint, of seeing a certain uptake in vaccine.
How we define success is something we could all debate, whether success is ensuring that Canadians have the information they need to make a well-informed decision or whether success is a certain rate of uptake. That's something we're in the process of finalizing as part of the strategy.