If we're going to really transform the career choices young people make in this field, we need to make a sustained investment as a country. We did some work over the past six months, as I talked about in my presentation, but it's the tip of the iceberg of what needs to be done. We had some government funding for this, but it is over now and we hope we can get some more. We are supported by HRSDC, among others, Ontario, and Quebec, but it's a big enterprise.
You gave the example of the digital designer. That's another example of a mashed-up career. There's a huge variety of them. So the approach we think we should take—and it has worked for us with these 10,000 kids we work with—is that it's really up to your imagination. Take whatever you imagine you can do and hybridize it in some way with technology.
We need those kinds of added incentive programs—scholarships, identification of stars and leaders. If you have an “own the podium” type of campaign, you bring in smarter marketing designer minds than mine to do that kind of imaginative work you're talking about. That certainly needs to be a part of it.