Thank you.
Labelling is obviously a key component. I think Dr. Fry has indicated that the committee and most Canadians want to see this industry shrink. They want to see fewer smokers. How does this fit into some of the other things? I've noted that in the previous discussions around this issue last December there was talk about an integrated approach, about how this was just a part of an overall Health Canada strategy to reduce the number of people starting to smoke and to help people who do smoke to quit.
Could you expand on what the other measures are, in addition to the labelling? We've heard about social media and mass media. What are we doing through Health Canada, in addition to this labelling, to reduce the number of smokers?