I just want to speak for a moment about the citizen and community engagement that it took to create this very speedy reach of those diversion targets.
We engaged an outside media and public relations firm to develop a rethink waste program in the city. It was a multimedia campaign that heavily used an outdoor campaign with transit advertising, community prints, and a significant online component as well to engage the community. We also created an app in the city that allows citizens to see a number of frequently asked questions about waste diversion and that sort of thing, and it provides a schedule for which bins go out on which week and so on. During the beginning of the program, we also put up moving billboard signs in communities of when waste was to be collected that week to get people into the habit of getting their garbage cans out on time and on the right weeks.
This significant communication plan with the community meant that we quickly reached a 69% diversion target with our waste and are already meeting that 2015 goal from the region. It's proving very successful so far, but it's extremely important to the success of the program to have that kind of citizen engagement program and to get buy-in from the community in order to move forward successfully with it.