Yes. In particular, under the communications policy of the Government of Canada, we have to do evaluations of all of our marketing activities, the major marketing activities, so we do have plans in place to go back into the field and to assess whether or not levels of knowledge and awareness were attained through some of the marketing activities we've undertaken. Of course there may be more to come, and therefore we will be doing this kind of evaluation in the months ahead as well.
Not all of the communication in the entire communications enterprise is formally evaluated. For example, how do you formally evaluate the 46 news conferences that the minister and Dr. Butler-Jones have held, and whether or not their messages were properly captured and disseminated, other than in media analyses or those kinds of evaluation that are not very formal from a methodological perspective?
So we have a mix of means of understanding how the message is being disseminated and how it's being captured. Ultimately, we also do some ongoing assessment of whether or not we're seeing behavioural change as a result of our communications. We do know that we're seeing a greater number of Canadians report a change in their behaviours around handwashing, coughing into their sleeve, and staying home when they're sick. We're seeing progress in that regard. That's in terms of the behaviours and whether or not they noticed our ads and our work.
For example, on the pamphlet you have received today, which was distributed to 10 million households, we know that almost 400,000 Canadians have called Service Canada, 61% as a result of having seen our pamphlet. So we can, through a whole host of means, assess whether or not our messages are being captured, read, understood, and acted upon.