I can speak about the campaign itself; I can't really speak about the decision to do it.
From my point of view, we're trying to make sure that our websites are updated, that we now have, going into production, some promotional material around how to retain citizenship, how to prove citizenship, and such.
We had several documents out before in the past to assist people in submitting an application, either for a grant or a proof of citizenship, and what we've done is updated them to make sure they're more relevant.