I started the Wood WORKS! project in Ontario 15 years ago. We've been in existence in B.C. for 16 years, and before that there was no wood advocacy program in Canada getting this out to the market and educating. We reached out to architects, engineers, and municipalities. I live in North Bay, Ontario—in northern Ontario—so it's easy to tackle municipalities that rely on the wood industry to support this, but it was somewhat daunting hitting southern Ontario and the Toronto area.
Canada is a world leader in forest sustainability. We still have 91% of our original forest cover. We're doing a great job, and this is the message. Now we have a huge role to play in climate change. Again, it's all about education and getting this out to people.