Mr. Chair, I'll start and maybe others who are more engaged on that front from a communications standpoint can add.
That campaign is just one out of many approaches. This is a much broader media campaign. It demonstrates, I think, to all Canadians that of course the vaccines protect individuals, but they also have a ripple effect, in that they protect others in the community. If we could all get vaccinated as fast as possible and do so, then we could get back to the things we cherish the most, with much less chance of impacting our health care system and other systems.
I think the concept is that every time someone rolls up their sleeve, the impact permeates through their community and as well protects them as individuals.