We have been very fortunate to partner with some wonderful organizations, sporting clubs and activities across the country. In Winnipeg, for example, during hockey games in the remembrance period, they project a variation of the poppy drop around the rink, around the arena, on the ice before the players skate. Rinks across the country are doing the same thing.
There is such an appetite for remembrance across the country, especially during the remembrance period. People and organizations are so willing to undertake that. It's something that we feel is important.
Also important is reaching out to youth. We have been very successful during the last number of years in engaging with the Fortnite digital gaming platform to provide an interactive remembrance non-violent activity for youth so that they can learn. We're taking remembrance to where they are. In the last couple of years, we have done this at 11 p.m. as opposed to 11 a.m., because that's when gamers are online.
We're always cognizant of our audience, this new, younger generation, and we want to make sure that we take every opportunity we can to promote the remembrance theme.