One of the things that I think I mentioned earlier is that one of the challenges with Bill C-37 was that we didn't really know exactly how many people were out there to reach. So we truly tried to look at what was the most effective way to reach people when we didn't know the audience. Given that we didn't have that much money, we looked at low-cost ways to do that.
The flag piece was probably using YouTube and the video to generate interest and awareness. We used that to drive interest to our website, where we had specific information in terms of the provisions. We also did a lot of targeted media outreach. It was not only outreach in terms of Canadian media, but also, in particular, with U.S. media, because we know there is a very large expatriate Canadian population there.
If I remember correctly, we got a really good article in the Wall Street Journal and we discovered the number of hits on our website and YouTube spiked tremendously after that one. Apparently for one period of time, it was the most popular downloaded article on the Wall Street Journal. My brother even saw it.
That was the main way to do it. The other thing we tried to do is very much look at the networks of expatriates abroad through our missions abroad. In addition to working closely with our embassy in Washington, we also worked very closely with other heads of mission. Our deputy minister wrote to other heads of mission to inform and allow them to have sessions with their expatriates to help make that.
I think we did a number of things overall. The other element I'd like to highlight is that we also developed a wizard or a self-help tool on our website that is designed to allow people to ask the standard questions and to give them a sense of whether they are citizens or not. We tried a number of these efforts to try to reach as many people as possible.
I think the hit statistics, both in terms of YouTube and our website, have demonstrated that we've been reasonably successful in reaching people. Can we do more? Of course we can do more, but I think overall we did a fairly major effort to reach as many people as possible.