It's about being known by the general population, I think. Recent surveys by SODES in Quebec showed that about 40% of the population is unaware of the sector completely. If you translate that to young Canadians, or Canadians looking for a second career, they're mostly in that category. They don't know that the sector has great offerings for them or that it offers the possibility of a rapidly good-paying job. They're just unaware of the sector.
Building that awareness is key to building the pipeline of workers for the industry.