What we found in talking to Canadians in general—I think there are two aspects of what we've been doing—is first of all, you have to perform. You have to improve your performance. It's not just a matter of going out and talking about it. You actually have to do that and put the technologies in place. But you need to do both. It's performance plus communication that we see as affecting our reputation.
We've been working hard on both of those aspects, but you need to make sure that performance is leading. These new technologies for environmental improvements are things that we've been talking to the public about in saying that we need to address the issues that they have raised, such as water use, land use, and greenhouse gas emissions, in a way that they know we're committed to it and we're moving forward on those areas. That has been a big part of the new technologies at Imperial and the new technologies that are being applied on the water use as well. It's both doing it first and then making sure that its awareness is out there.