:
I call the meeting to order.
Welcome, everyone, to the seventeenth meeting of the Standing Committee on Government Operations and Estimates. We're meeting today to review the supplementary estimates.
Our first group of witnesses is with the Department of Public Works: Mr. Alex Lakroni, chief financial officer, and John McBain, assistant deputy minister, real property branch.
Welcome back, Mr. McBain.
We also have with us from the department Pierre-Marc Mongeau, assistant deputy minister, parliamentary precinct branch.
It's a very interesting selection of witnesses that we've compiled today.
Before we get going, I would like to recognize the wonderful job that has been done for us by our analysts and our researchers with the Library of Parliament, Tina Lise, Lindsay, and Édison. It's very helpful and high-quality work that's going to help guide us in our examination of the estimates.
We will have a brief presentation, perhaps, from the witnesses and then go right into questions from committee members.
Who would like to begin?
Members of the committee, good afternoon.
My name is Alex Lakroni, and I am the Chief Financial Officer at Public Works and Government Services Canada. With me are John McBain, Assistant Deputy Minister of Real Property Branch, and Pierre-Marc Mongeau, Assistant Deputy Minister of Parliamentary Precinct Branch.
We are pleased to be here today as part of your review of the supplementary estimates (B), which were tabled on November 3.
Firstly, I would like to provide you with a high-level overview of the department's activities and its budget.
PWGSC plays an important role in the daily operations of the Government of Canada. As its principal banker, accountant, central purchasing agent, linguistic authority, and real property manager, we manage a diverse portfolio of real estate that accommodates 269,000 federal employees in 1,849 locations across Canada; we facilitate approximately 55,000 procurement-related transactions for goods and services worth about $16.7 billion per year; we manage the preparation of the annual Public Accounts of Canada and cash flow of more than $2 trillion a year through the operations of the federal treasury; we translate more than 1.7 million pages a year for federal departments and agencies, and provide translation and interpretation services for more than 1,700 sessions of the House of Commons, the Senate and parliamentary committees like this one.
[English]
PWGSC's financial structure is more complex than that of many other departments.
Turning to the department's total budget for 2011-12, PWGSC will spend $6.4 billion this fiscal year to deliver its mandate.
The department is heavily dependent on revenue, with 57% of its expenditures, or $3.6 billion, covered by revenue, as I mentioned earlier, primarily from client government departments for services rendered in support of their programs. This leaves a net appropriation of $2.8 billion approved by Parliament.
Of the $6.4-billion total budget, $1.1 billion is needed to deliver on our core programs, such as central purchasing and banking, public accounts, and payroll and pension services; $2.5 billion is required to pay for rent, fit-up, and utilities for government-wide accommodation, Receiver General treasury functions, such as banking fees paid to financial institutions, cheques, and envelopes, and translation services to Parliament; $502 million in capital is needed to invest in Government of Canada buildings and infrastructure; $2.3 billion is related to providing other services, such as real property and translation services, to client departments; and $5.2 million is required for contributions by the Translation Bureau to the language industry in Canada.
These supplementary estimates (B) request net funding of $125 million previously approved by the Treasury Board, resulting in a net appropriation of $2.8 billion for PWGSC.
I will briefly describe each major item now and will be happy to address your questions at the end.
In support of the long term vision and plan for the parliamentary precinct, PWGSC is requesting $64.5 million for the continued rehabilitation of the Parliament Buildings. Over the last few years, we have completed 15 projects on time and on or below budget, allowing us to vacate and start the much-needed rehabilitation of the West Block and the Wellington Building.
Another $39 million is needed for the additional office accommodation that PWGSC is mandated to provide to government departments and agencies. The cost of operating and maintaining buildings under the custody of PWGSC is approximately $2.2 billion annually.
In support of the cyber authentication renewal--e-pass replacement--initiative, $16.5 million is required for the implementation of a system to enable secure online transactions by Canadians by improving the protection of their identity and privacy and modernizing the authentication services.
PWGSC is responsible for meeting the accommodation needs of federal employees across Canada through a variety of approaches, including owning, leasing, and, most recently, public-private partnerships, or P3s. An amount of $15 million is required for the national investment strategy in order to make capital investments to preserve the useful life of crown-owned buildings.
In order to deliver phase two of the federal contaminated sites initiative, $5.2 million is required for the assessment, management, and remediation of contaminated sites.
[Translation]
In the current period of fiscal restraint, PWGSC will make good on its strategic review commitments made in Budget 2011, as evidenced by the $16.5 million in reductions included in this document. The department has fully met the objectives of the strategic review exercise for this fiscal year.
There are other smaller adjustments to the appropriations, and we would be pleased to provide additional details about these, if you wish.
Mr. Chair, these represent the key items for which PWGSC is requesting additional funds.
We would be happy to answer your questions.
:
Thank you for the question.
There are certain legitimate transfers that appear under Treasury Board Secretariat and are transferred to PWGSC--for example, termination benefits, maternity leave, and severance pay. That accounts for about $30 million. Another $30 million, $40 million is due to.... Just let me make sure here. So there is severance pay. There is a $30-million operating budget carried forward. Now I have the details.
Mr. Mike Wallace: Okay.
Mr. Alex Lakroni: Because, year over year, departments don't spend their full operating budgets, they are entitled to report the following year, up to 5%. Public Works' share this time is $30 million, which we had access to. That was reported from the previous year to this year.
:
Thank you for your question.
The process we have had in place since 2007 is based on a five-year planning system. We are still talking about a project that will go to 2025, when all the buildings will be ready, but we have divided that into five-year blocks. For each of those five-year blocks, we work together with our colleagues from the House of Commons, the Senate, the national capital region and others in order to determine what projects will be planned or carried out in those five years. That also enables us to make sure that costs will be reviewed and that we will be able to respect our estimates.
We have teams of architect-engineers working with us internally; they are our staff. We also have consulting teams that prepare plans and specifications. Those consultants are also responsible for preparing estimates; so we double-check everything. We have also hired a third party that reviews all the evaluations or estimates for the projects. So we have the main architect for the project, we have the internal teams and we have a third party that reviews the estimates afterwards.
I should also mention that we have some leeway for our projects, given that they are complex. We have the means to deal with contingencies, to deal with the unexpected. We might use that leeway or not, depending on the complexity of the project or the surprises that come up on site.
Thank you to the witnesses.
I'd like to begin with a question along the lines of Mike Wallace's.
I don't quite understand: in the note at the bottom of page 128, under “Explanation of Funds Available”, it states that about $16.5 million “in total authorities is available within the Vote due to savings identified as part of the government’s ongoing strategic review”, which is a similar quantity, about $16.5 million.
It certainly looks as if you found $16.5 million in one part of the department as a savings, and then you put the $16.5 million back in some other part of the department as spending. So the net saving is approximately zero. Is that right?
:
Thank you for the question.
The federal contaminated sites program is an initiative that is administered by Environment Canada to assist the federal government in managing and remediating its contaminated sites. Public Works and Government Services Canada is a participant in this program. We are beneficiaries of some of the funding that the government has identified for this program.
We fulfill two functions for the program, or FCSP, as we call it. One is remediating PWGSC sites. At this time, the department has identified 308 contaminated sites across Canada, of which 200 sites have been remediated and closed. The remainder are either under active work or under investigation. Our portion of the funding will help us address those contaminated sites.
The funding asked for in these supplementary estimates is primarily to address removal of contaminated sediment at the Esquimalt Graving Dock in Victoria, British Columbia, and remediation along the Alaska highway.
The other function that the department performs in support of Environment Canada is professional technical services to assist departments in cleaning up their sites.
:
Certainly. PWGSC operates one of the largest real estate holdings in the country. We own or manage in total 7 million square metres of office space. Included in that are 340 buildings, as well as a collection of dams and bridges that are historically part of the department.
As a prudent custodian of that kind of an inventory with a replacement cost in excess of $4 billion, we have a standing investment annually to protect the investment of taxpayers in these buildings, to perform cyclical large maintenance and recapitalization.
For the line you see under “Transfers”, for $14.9 million, is moving it from vote 1, which is operating, to vote 5, which is capital. That's basically allowing us to move funds from what would normally be space provided in leased accommodation, which must be funded from vote 1, to space that we are now providing in crown-owned accommodation. When we do work in crown-owned accommodation, it must be spent from the capital budget. This is us moving money from one vote to another to make it consistent with where we're going to spend it.
:
Thank you for the question.
I don't have those numbers in front of me, but we take them at face value. I go back to the nature of the business of PWGSC. We're a common service organization. As I mentioned in my opening remarks, we have a complex funding structure and 57% of our appropriation is revenue dependent.
We exist to deliver services to other government departments, so our budget is very much linked to the spending of the government. Often, TB submissions--approvals, programs--get approved, and then we provide accommodation to those programs. At the tail end of the process, it's hard to plan for that growth ahead of time. When those programs materialize, we adjust our budget to respond accordingly.
Our business fluctuates depending on a variety of things: the demands of procurement of the government, or the accommodation of public servants, or the volume of translation--
:
With respect to the request for this year, part of the $64 million that you see on the list, about $20 million, will be used for rents, for leases. These are things that have to be paid on an annual basis. We make the request, we obtain the amount and we pay.
This year, another $28.9 million will be set aside for various projects that have already started. There is recapitalization. For example, we will draft plans and estimates for part of the roof of the Confederation building. We have a multitude of projects like that, that do not necessarily involve millions of dollars but that are part of what we call the long-term vision, which was discussed with the Senate and the House of Commons.
Where are we at? I might take up all your time, but I'll tell you a bit about the main achievements. From 2007 to 2012, our main objective was to find space so we could free up the East Block and the West Block. Later, once they have been renovated, we will also be able to free up the Centre Block. The Senate will then be relocated to the East Block, and the House of Commons will be relocated to the West Block. To create this domino effect, we needed to set people up in various buildings between 2007 and 2010. For example, La Promenade, which some of you here are familiar with, was renovated to make these relocations possible.
Today, the good news is that we have finally freed up the West Block. You know that this building is currently being renovated. You are probably also familiar with the building at 180 Wellington, on the south side of the street. Renovations on that building have also started. Early next year, we will start renovating the former Bank of Montreal building. We are in the process of looking at plans and estimates to transform that building.
While we are doing that, we are also planning the next steps for the East Block. You may have seen that we are in the process of making the new northwest tower—
I would like to thank the witnesses for being here today.
I would like to ask some questions about the Office of Infrastructure.
[English]
Recently, the Office of Infrastructure of Canada requested another $709 million for the infrastructure stimulus fund. This was to complete some projects that had been identified in 2009, and some in 2010, I'm sure. Could you explain what happens?
I know that the deadline was extended past October 31 of this year of 2011. What were some of the factors that would have contributed to the postponement or the delaying of the deadline to complete these projects?
I know that in some of the discussions I've had with provincial and municipal counterparts in Ontario and in Toronto, there was a certain amount of fatigue on the part of the provincial and municipal counterparts, in that they couldn't get the funding ready and so on. Could you maybe describe whether that was a contributing factor? Or were there other factors that led to this extension of the deadline?
:
It's an excellent question.
Again, in the world of real property, there are unknown factors.
I can cite a dam that we did a number of years ago. We did all our boreholes and we did all our testing and preparation, but it wasn't until we completely removed all the overburden that we found a large key in the bedrock, which required many more tens of cubic yards of concrete than had originally been estimated.
Those sorts of things happen. They cause delays. You have to get revised approvals and revised authorities.
On program approvals, while some of our estimates, as colleagues have noted, bring funding to the department, getting the programs approved in terms of their architecture, their structure, and their staffing, can delay when we have to implement them and when we can start up. In that case, we ask for money to be reprofiled.
There's an amount in the supplementary estimates that was supposed to be reprofiled last winter, but the election curtailed that, so it is being reprofiled now. That's why you see some of these fundings and some of these delays.
Good afternoon, Mr. Chairman.
[Translation]
I am pleased to meet with the members of the Standing Committee on Government Operations and Estimates.
I am accompanied by Mr. Yvan Roy, Deputy Secretary to the Cabinet, Legislation and House Planning and Machinery of Government, and Counsel, Privy Council Office, and by Mr. Bill Pentney, Deputy Secretary to the Cabinet, Plans and Consultations.
My introductory comments pertain to the 2011-12 supplementary estimates (B) for the Privy Council Office and, as we have several distinct items, I will speak to these without further preamble.
PCO is requesting a net amount of $11.4 million which is comprised of eight specific items.
[English]
The first item, in the amount of $10.6 million, is for continuing these activities of the Commission of Inquiry into the Decline of Sockeye Salmon in the Fraser River. The commission was established by Order in Council P.C. 2009-1860, dated November 5, 2009, under part I of the Inquiries Act, on the recommendation of the Prime Minister. The Honourable Bruce Cohen was appointed as commissioner.
The mandate of the commissioner is to identify the reasons for the decline and the long-term prospects for Fraser River sockeye salmon stocks and to determine whether or not changes need to be made to fisheries management policies, practices, and procedures. The commissioner's original terms of reference directed him to submit, on or before May 1, 2011, a final report or reports in both official languages to the Governor in Council. An extension was granted to the commissioner and he must now present his final report to the Governor in Council by June 30, 2012.
The second item, in the amount of $1 million, is for the Office of the Special Advisor on Human Smuggling and Illegal Migration, created in September 2010. The funding will be used to coordinate the government's strategy and response to migrant smuggling by sea and to establish a governance structure to enable the Special Advisor on Human Smuggling to provide overall coordination at all levels: operational, policy development, and strategic development.
The successful prevention of human smuggling requires close cooperation with international partners. A multi-faceted approach is required that includes prevention and international cooperation. Since his appointment, Mr. Elcock, the Special Advisor on Human Smuggling, has met with officials in several countries to discuss cooperation to combat human smuggling.
The third item, also in the amount of $1 million, is for continuing the activities related to the implementation and coordination of the government-wide communication strategy for Canada's economic action plan. This amount of $1 million relates to PCO's 2010-11 EAP surplus that was carried forward to 2011-12 to enable PCO to continue to coordinate EAP communications.
The fourth item, in the amount of $0.2 million, is to fund the advertising initiative “Advertising Corporate Identity” under the government advertising program. The purpose of this initiative is to reinforce the government's identity in print, broadcast, out-of-home, and new media advertising so as to ensure clear recognition and maximum take-up of Government of Canada programs, services, and benefits.
[Translation]
The fifth item in the amount of $42,000 relates to an adjustment to savings identified as part of the reduction in the budgets for the Offices of the Ministers and Ministers of State, which were part of the 2010-11 supplementary estimates (B). The total reduction was in the amount of $1,638,000. The original reduction amount was $1,680,000 but the reduction was overstated by $42,000; therefore, PCO's reference levels have been adjusted to reflect the accurate budget reduction.
The sixth item is a budget reduction in the amount of $1.1 million for the 2010 strategic review.
The seventh item is a transfer in the amount of $70,000 to the Treasury Board Secretariat for activities in support of the Organization for Economic Co-operation and Development.
And finally there is a transfer in the amount of $139,000 to Foreign Affairs and International Trade to provide support to departmental staff located abroad under the Canada-Australia Exchange Program.
In closing, I would like to thank you for giving me this time to inform you of the ongoing initiatives in the 2011-12 supplementary estimates (B). We would be pleased to respond to your questions.
As you know, Canada's Economic Action Plan was created to react to a global economic crisis. The June 2011 budget continued to adapt the action plan, and the government adopted an integrated and coordinated communications plan. The purpose in this case was to better inform Canadians about the benefits and services provided by the government and about the economic aspects in the budget. So the $1 million is the continuation of this integrated and coordinated communications plan intended to help Canadians know about the benefits contained in the budget. It's an adaptation, and its title refers to that of the budget. So it is…
[English]
the next phase of Canada's economic action plan. The communications activities are to coordinate and integrate in a continuation of the economic action plan.
[Translation]
As for the branding exercise, it is an exercise intended to verify whether adjusting our branding will make it possible to keep Canadians better informed.
[English]
Every federal government poster or statement advertisement has what's called the Canada word mark, according to the federal identity program: that little “Canada” word with the flag. Studies over the last several years have indicated that Canadians' awareness of and recall levels for advertising has remained relatively flat. One of the ways of delivering value for taxpayers' dollars is to try to ensure that when the government is buying advertising, Canadians are getting the information and are understanding that the information comes from the federal government and that it's talking to them about benefits they can get from the federal government.
This amount of money is being used to try to examine whether there are ways of enhancing that recognition so that Canadians will understand more easily the benefits that are being offered to them and will get greater access to them. It is an exercise to try to determine whether there are ways through advertising to make better use of Canadians' dollars.
:
It's always a question of timing.
In this case when we did the main estimates, we didn't know that the person was going to be staying an extra six months. We now know it; therefore, we're doing the transfer in our supplementaries (B), to be able.... The Canada-Australia program is an exchange program whereby people from Canada go to Australia for about 24 months to get an exchange of information between the two countries in how they operate. But their living expenses, those transfers, are all managed by DFAIT, so we need to transfer the money to DFAIT because they're the ones that maintain or do the necessary work internationally.
As for the other, for Treasury Board Secretariat, we had the OECD conference from October 18 to 20, and the secretariat expenditure was being paid by the host country. The mechanism to be able to transfer that money was the contribution program. PCO does not have a contribution program; TBS had the contribution program, so we were able to transfer the money to them.
:
That's a good question. It's true that the first stage of Canada's Economic Action Plan, so the response to the economic crisis, is wrapping up.
But the last budget, the one for 2011, continues to allow certain measures. And the government has announced a series of measures aimed at economic recovery. This is an integrated communications plan that includes a continued effort to keep Canadians informed, through a website, mainly. It also contains other integrated communications exercises that will inform Canadians about the benefits provided in the budget. This is not just the first step.
[English]
It is true that the first stage of the economic action plan is winding down. A number of aspects of the website and other communication activities related to that stimulus part of the economic action plan are coming to an end.
The government's budget, which is the next phase of the economic action plan, announced a series of measures. There has been a series of advertising and other outreach and communications activities related to informing Canadians of those measures. That's what the coordination activity today relates to.
:
We have tried to modernize our means of communication by maximizing the use of resources.
[English]
I'll give you a couple of examples of the kinds of things we've undertaken so far.
I know that the House of Commons provides members with a daily press clipping service; I think it's called Quorum. The Privy Council Office is now providing to all of our employees, every morning, an electronic press clipping service, so we no longer photocopy press clippings or cut and paste press clippings. Through that process, we've saved a considerable amount of resources.
We've also consolidated a number of subscriptions to eliminate any duplication or overlap, and we've gone to eliminating newspaper subscriptions. We're using an online press service, something called Library PressDisplay. I shouldn't be advertising for it, but.... Every morning you can look up the front pages of about 1,000 daily newspapers, if you so choose, through a subscription that we're providing.
We're also looking at how we can modernize our approach to media monitoring so as to reduce costs and still provide a quality of service that the , other ministers, and senior officials in the Privy Council Office require. That's a fairly significant modernization effort. It will take several years to implement it in full.
Through that process, we will be able to reduce our expenditures in a number of areas. We're finding that through some of the modernization we're actually expanding our services. Rather than the 60 or 70 people who are getting the press clippings now, all PCO employees will have access to the electronic press clippings that we provide. In a sense, we think we're providing a better service and a more general service. It is a pretty significant transformation exercise. That's just one of several exercises under way in the context of the strategic review.
Thank you for being here today.
I think one of the most successful programs you have run is Canada's economic action plan--the promotional campaign for that, the signs and projects showing Canadians how taxpayers' money was used effectively to combat the recession--and really, the results of that program have been spectacular with Canada's economic performance so far.
Recently you've announced a large procurement, probably the largest military procurement in the history of the country, the shipbuilding procurement, and where I'm from on the east coast, this is probably one of the greatest opportunities we have to create jobs, to train people, and to keep people home who had to go out west previously for employment.
Is there any consideration by PCO in regard to employing a similar type of program to help educate the people on what training they can get and what is going to be offered by the federal government, and how we're going to work directly with the province and the winning contractor, the Irving shipyards--we could also do it in B.C.--to make sure that the people who live on the Atlantic coast and the people who live across the country get as much benefit from that program as they can get? Is there any consideration of that?
:
I'll take that question as well, Mr. Chair.
There is a continual examination of the ways in which Canadians can be informed of the benefits and services that are available to them, now through the budget, and through exercises like the national shipbuilding strategy. As that unfolds, I think it reflects the modern world of communications. The government is no longer in the business of issuing a press release once a day or whatever. There's a much more active ongoing communication effort with Canadians and a two-way communication effort with Canadians.
I won't speak for the shipbuilding strategy but I would say that to the extent that the economic action plan website continues to receive on average about 3,000 unique visitors every day right now, there's an indication that Canadians continue to look to the Web for access to benefits and services. To the extent that there can be a degree of commonality, we found as well that the common look and feel associated with the economic action plan signage, advertising websites, and otherwise has increased Canadians' recall rate and just the basic understanding that this is a federal program and they can go and look for more benefits.
That common look and feel is an element that has proven to be very successful and that relates in part to the branding work that we're doing now to try to find out whether there are ways of simply continuing to reinforce for Canadians that there are benefits that are available to them.
So the shipbuilding strategy, as it unfolds, will be part of a wider communication effort to try to make sure that Canadians both understand the benefits that are available to them and have practical ways that drive them to a website or direct them to other ways of getting government information so they can learn how to get access to those benefits that interest them.
Welcome to our witnesses.
This is a bit rude of me, but I have a TV commitment in about two minutes, so what I'd like to do is ask a few questions and then rudely leave, probably before you give all the answers. But then I can read your answers in the transcripts.
I have questions in two areas, first on the expenditure of $1.1 million in the Public Appointments Commission Secretariat. To my knowledge, that was brought into being by the Federal Accountability Act five years ago or so but has never been staffed. I don't understand why we're spending $1.1 million on something that doesn't seem to be functioning, unless I have something wrong there.
My second set of questions is about another $1.1 million, and this is in the strategic review savings for PCO. My first question on this is that you seem to be saying on page 117 that you saved that $1.1 million, but then you're putting it back into other areas of PCO and effectively spending what you saved, which didn't seem to be the purpose of the exercise. Secondly, I think you were due in the budget to find $2 million of savings, so are you going to find the extra $900,000? Finally, are we going to receive information in some detail on what programs or functions have been eliminated or cut to achieve these savings?
Those are my questions. I regret that I have to leave. My apologies.
:
I'll start with the first one, your question on PACS. We always budget $1 million or close to $1 million every year; however, $1.1 million is not being spent. Only about $300,000 is being spent, because the secretariat is there to be able to support a commissioner when the government decides to appoint one. At this point, they're working to be ready to support when a nomination comes. That money is being asked for, but we're not spending $1 million; rather, it's around $300,000 for the secretariat.
The second question was on strategic review. We have a lot of different $1.1 million references. The $1.1 million request in our strategic review, versus the millions we're asking for all these other initiatives, is really completely separate. We really did do a strategic review, identified the areas that we needed to address, and made some reductions to find efficiencies--and even the transformation activities, such as Mr. Pentney just mentioned. That exercise has been done.
However, there have been other activities that the PCO needs to support, and it needs the funding to be able to support them--such as human smuggling, which is housed in PCO. We need that money to be able to continue to do that activity. They are completely different items, because we have different roles and different responsibilities.
There was also a question on the difference between the $2 million and the $1.1 million for strategic review. It's basically because ministers' offices were subject to a cut of about $1.7 million prior to the strategic review. Therefore, when the strategic review exercise was being done, we had some discussions with the Treasury Board Secretariat to say that we already had cuts for the ministers' offices, so we were able to receive a credit of $0.9 million, from the $2 million to the $1.1 million, in order to not have double cuts in those areas. Because there was already a cut to ministers' offices, and the PCO supports several ministers.
Moving on to the advertising corporate identity initiative, the supplementary estimates (B) request is $200,000.
[Technical Difficulty--Editor]
Mr. Peter Braid: Sorry, I'm doing some advertising for Research In Motion, which is based in my riding--
Voices: Oh, oh!
Mr. Peter Braid: On the $200,000 amount, I completely understand and completely support the need and the initiative to make sure that when the Government of Canada is advertising, Canadian citizens recognize that it is a message from the government. I think that's the purpose of the initiative. Is that correct? Could you just explain what the $200,000 will be spent on?
:
Yes, I would be happy to. Thank you for the question.
As I said, the federal identity program has established a look and feel for the Government of Canada, and as advertising has diversified, as website presence and other government communication activities have diversified.... I have a very interesting slide presentation that sort of mashes together a variety of different government websites. Although there is an element of commonality around them, if you look at them closely enough, you would be hard-pressed, in some circumstance,s to understand that they're all from the Government of Canada.
We're using the money to do some of our own in-house work but mainly to hire an outside firm that can give us some advice on the ways in which modern advertising and communication vehicles are being developed, to try to attach more of a kind of a hook when you see something. It's advice on what works and what doesn't work.
I'll speak for myself and not my staff and say that we have a lot of amateur ideas about what might be useful as ways of grabbing Canadians' attention and having that imprint very quickly established for them. We're thinking probably of getting in some professionals who do this for a living. This is not a standing expertise that exists within my group and it should not exist within my group within the Government of Canada, but we're letting a contract to try to have some creative and professional expertise brought to bear to help us.
As I say, we have very interesting meetings with a lot of people that are generating a lot of good ideas not founded in any research science or experience, and we're trying to draw in some professional advice to say what kinds of adjustments could be made. I'll give you a couple of examples that have come from professionals. Some companies have found that having a common voice attached to their television ads is a way of simply reinforcing and reminding people--
Mr. Peter Braid: That's interesting.
Mr. Bill Pentney: --that this voice is attached. Some fairly simple visual identifiers and common looks can be useful in conveying that.
The Government of Canada is communicating with Canadians about dozens and dozens of different programs that really aren't related in any intrinsic way, other than the fact that they are brought to you by the Government of Canada. So finding the right way of capturing enough awareness so that people know this is a federal program and that this is where they can go to look, on the one side, and on the other side, accommodating that diversity.... We're unlike any private corporation in the diversity and scope of our reach across the country and in the diversity of services and products we're trying to communicate to Canadians.
It has been a bit of a challenge, but fundamentally we're hiring some outside expertise to help us.