I'll just re-emphasize that the campaign has begun. It is focused upon social media to start with, because all the statistics indicate this as by far the most effective mechanism for reaching young people.
The work is ongoing. It will undoubtedly accelerate and be complemented by the work of other organizations, including provincial governments, which in a number of cases have extensive information and educational campaigns in mind with respect both to Bill C-45 and the new regime dealing with cannabis and especially with respect to Bill C-46, which deals with impaired driving. There are some very important private sector organizations, such as MADD or Mothers Against Drunk Driving and the Canadian Automobile Association, that have already been very active in putting important messages, including paid advertising, into the public domain.