When we design a campaign, we identify who the audience is and how they get their information, and that varies for every age group. In the Division of Aging and Seniors we have several target groups that we want to get information to on the best interventions. One group is the health care providers, meaning both the medical practitioners and the caregivers in nursing homes or in individuals' houses. That's one tranche of audience. We also want to get the information to the seniors themselves, as well as to their families, so that their families will know what to look for and will be able to take care of their elders in an effective manner.
When we do that, we'll go in a number of different ways. We will work with a lot of the associations in the provinces and territories to make sure they have effective information and guidelines for practice. We'll go, for example, to the aging associations and to the college of physicians with information that can be disseminated to their various memberships. We'll do brochures that can sit in doctors' offices or in places where people go to shop. Examples are drugstores or the shops that sell equipment for older people.
In addition, we will use the web, because that layer of parents and kids will use the web to get information. Then, of course, we use documents like the public health officer's annual report.
We use speeches. Increasingly we've been giving speeches to groups such as associations of caregivers and nursing associations, for example, but it will differ with each one, and each year we have different programs in terms of what our target audiences are for that year and where our strategies might be.