There are a number of elements here. I think I need to step back a bit to describe what the issue was that we were trying to resolve. In 2015, we had what I call a 30% gap in youth registration. There were 72% of first-time voters, aged 18 to 24, who were registered. This means that 28% did not get a voter information card, which gives them basic information about where and when to vote. That is a big challenge and I think it's critical for us to make sure that all Canadian voters have that basic information. In the lead-up to this election, there was discussion on how to address this and we decided to have a pre-writ campaign, a segment of which was going to involve the use of those influencers.
On March 12th, 2020. See this statement in context.