Thank you, Madam Chair, for the member's question.
The answer is simple too: an integrated plan is a more effective plan.
Simply put, a plan that is more integrated, that uses different multimedia technologies, as we've seen from Australia and others, is more effective.
While the member is correct that we could simply renew health warning messages, the impact those have over time and their reach is less than if we're able to go out with a larger, more integrated, more multimedia strategy that not only has images on packages but that drives people to the web and other content.
There was some suggestion that these images are very effective for youth. There is actual research--