It's about protecting wild places and encouraging Canadians to play outdoors. Our best impact is by supporting organizations that share our vision. We joined One Percent For The Planet and contributed $2.5 million toward conservation and access. With the Canadian Parks and Wilderness Society, we launched The Big Wild, an ambitious vision of keeping at least half of Canada's public land and water wild forever. Other partnerships support recreation (e.g. Leave No Trace Canada). Protecting Skaha Bluffs in southern BC was a huge win. Our future challenge? With human powered recreation levels falling, we intend to encourage Canadians to participate, including youth and new Canadians.