The campaign was launched in March through a social media Twitter campaign, which in our experience is the best way to target youth. That is our principal audience, although there are other audiences as well, particularly when we look at the polling. Particularly young males 18 to 28 to 34 are a very important demographic.
The Twitter campaign was very successful. It reached 13 million social media users. Videos on impaired driving have been produced on the Internet as well.
That was all done in the spring, and now we're in the process of doing research, public opinion polling, focus groups to make sure we target the message effectively. That should roll out in the next few weeks, and as I mentioned, it will be in print, on television, in broadcasts, and in movie theatres as well.