Safe Kids has done some outreach to ethnocultural communities in a very limited way. Because of the way we're funded, we have to rely on the sponsorship we get in order to fund our activities, but we have reached out in terms of home safety issues and car seat issues to a number of ethnocultural communities, only in the Toronto area as a pilot. We have also done focus groups with them to understand that this isn't a translation of information directly, word for word. This is an understanding in the cultural context and is important information in the way it's framed. It may be the same messaging we're giving out on our website in English, but it's in a story framework or it's on the TV and radio that that community listens to and respects and where they go to get their information. But we are only touching the tip of the iceberg at this point.
On November 30th, 2010. See this statement in context.