Can I add a couple of comments as well?
On the concept of the new narrative, we surveyed 1,000 high school students across Canada a couple of years ago. We asked them a word-association question: what does a career in this field mean to you? The response from about 30% to 40% of them was: “I don't know”. Then there was a whole collection of very geeky sounding things like technician and programmer, but it was extremely vague. When it came down to something specific it was “game designer”. We have about 12,000 game design programs in Canada out of those 800,000 jobs.
So you're not going to get more people in the labour force with this skill set unless more people choose a career in the field. That's the starting point. There are two sources of talent. One is Canadian students who go on to post-secondary education—not just university but also college—and train for these jobs. The second is immigration, whether it's targeted immigration or larger numbers of people. But the foundation is the people who grew up in Canada. That's where the bulk of people are going to come from in our labour market. So we need to fix that.
On the narrative, if you go to the website you'll see that we convey it as being interesting, fun, social, and lucrative. A quarter of these jobs pay over $85,000 a year. We promote that information. It's whatever you're interested in. If you're interested in music you can do it. You can invent new musical instruments, or what have you.
That's one part of it.