First of all, it's far from passive. The minister and I have been out several times a week now. Any newspaper you pick up.... I just picked up one of the local Metro papers, and there are two ads in there, one from Ontario and one from us. We are coordinating with the provinces. There are materials out there. Friends are telling me that they're getting tired of waking up to my voice on the radio or seeing me--and provincial medical officers and others, as well--on television.
We printed 1.2 million preparedness guides, and 885,000 have already been distributed. We're printing another two million. The fightflu.ca website is currently getting one hundred hits a second.
You will see more ads rolling out over the next while as we move into the immunization campaign. It's hard to avoid us, actually. It has not been a passive campaign in any way.