I'll start with the rural one. It's an important question, because historically that has been the place where you go to find lots of recruits quickly: rural Quebec and rural New Brunswick. Those are places that historically were providing a lot of military.
Unless you rethink how you're doing recruitment and advertising, there are just not that many young people in those parts of Canada, compared to the number of young people who are currently in the Toronto or Vancouver areas. There are parts of Canada we're not recruiting enough from as a result of having models of recruitment that might be slightly outdated and that are not in line with the current demographics in certain regions of Canada that historically were providing a lot of recruits.