We wanted to make sure that the universal child care benefit was well known so that all Canadians who were eligible would apply for it. We have the choice. We can do that through earned media, or we can do that through bought media. Quite frankly, $3,000 doesn't buy you much air time. We did raise awareness considerably about this program, because it made the national news. As a result, a lot of people applied for this program. We were able to very effectively and very cost-effectively reach a lot of parents who might not otherwise have applied to this program.
On October 31st, 2006. See this statement in context.