Yes, 90% of Canadians say they believe in organ donation and only 20% have registered. Some of the reasons why this is the case are myths. Some people think they are too old, but age is not a factor. Maybe they believe their religions don't support it, which is untrue. Religions do, in fact, I think it's an obligation to save a life if you can. Some think that preceding illnesses would preclude them from donating, which is not the case. Every one of us would be tested for medical suitability. The biggest barrier is procrastination. They don't want to think about it today, and they procrastinate until they are jolted.
Yes, Ontario does a great deal to raise awareness with Amar Karma, as you said, as does B.C. and Quebec. All of the provinces, in fact, have provincial initiatives for public awareness. Still, there's only 20% registration. What none of us has provincially is the authority or the funding for multimedia, television, print, and radio ads with hard-hitting, sustained, persistent education. That is what Spain, for example, and other top jurisdictions have found works for them. We say that we could do this once, develop and implement once, using national media opportunities supported by the federal government: a hard-hitting, consistent, sustained public education campaign.