That's an absolutely great question and certainly, I think, at the heart of the matter for Canadians. Canadians need to understand what the census actually does, what it is.
Again I think, when it comes to the door, people think, “Oh, I'd better fill it out”, but understanding that it actually provides services that they use every day is really important. So I think we need to do a better communication and public education piece with Canadians.
I will tell you, though, that in one of my roles at the hospital I was chief privacy officer. We put a really rigorous privacy program in place to protect health information, which is, we all know, the most sensitive information about each of us. I do believe people are willing to share information with public organizations, absolutely with government, because they trust their government and they trust their government to have the right provisions and tools around to protect their privacy. They don't understand the specifics, but they do understand that in some way this is going to benefit them.
At the hospital, that's how we would communicate it with folks. We had a whole communication strategy out there about how their data is used, how it is stored, how we make sure that it's de-identified, and how it actually benefits them—because if it doesn't benefit them, why would we take that data and collect it?
So I think you're absolutely right. We do need to do a better job of communicating to Canadians.