I don't necessarily think it will, just stated baldly like that, but if they are whipped into narratives.... If you think of the box office hit right now, it's an Avengers movie. These are superheroes. These are people trying to make the world better.
I'm not sure if any of you saw the SickKids hospital campaign. It's the same thing, trying to make these kids look like they are superheroes and that they are changing the world.
We have an organization that's actually doing this. If we can be a little more creative about it—I'm not saying copy those, necessarily, but adding that aspect that this is something quite miraculous that we have right here—I think something as simple as using creativity to sell these ideas to make sure that Canadians understand them is the way to go.