Thank you. I will ask my colleagues at Canadian Blood Services to address part of that question.
In Ontario we do invest, as other provinces do, in promoting stories, statistics, successes, and challenges, to the media, but we are unable to utilize regular, ongoing television opportunities, radio spots, regular series, as such, or full-page ads that would catch people's attention.
A few years ago, we sent a group of physicians and Trillium staff to Spain. They described how, when they arrived at the airport, there was a huge sign, right there at the airport, in their faces, promoting organ donation. Every day that they were there, they'd look in the newsstands, and lo and behold, there would be something on organ donation. It was a tremendous source of pride to people in Spain—apparently along with their soccer team—that they were the best. They were known to be the best in organ donation. That pride translates into consent.