Thank you very much for this question.
This is an incredibly timely question, because our public research and surveys have demonstrated that people are interested in an updated vaccine. People do understand that respiratory virus season is upon us, and people are going to get further and further into gathering indoors, going to school, and working on site. All of this means that there does appear to be a rising interest, which is really great.
We do have a seven-point action plan to help Canadians improve uptake. A lot of that, of course, is working with the provinces, territories, and local health units. You've seen the campaigns rolling out now. You're going to see more and more messaging going out in the next days and weeks. The momentum is gathering.
From the Public Health Agency perspective, we've launched ad campaigns. One is called “Lots of Questions”, which was launched at the end of August, and the other ad campaign is called “Take Action”. One of our key strategies is to support communities that may have lower vaccination coverage, equity-deserving communities, with multilingual formats and targeted mailouts to populations where vaccine uptake is lower and there is high community spread.
Of course, there are social media campaigns, shareables and partnering with stakeholders, including private sectors, as well as press conferences. It really does take the engines of local public health to get the campaign rolling. We're also going to start the influenza campaigns. We're encouraging people to get both if they're eligible.