It's a very good question. I would look at it in two ways.
First is the anti-stigma campaign. Federally and nationally there have been strong anti-stigma campaigns.
I would agree that to reach a farming community, that message is very different from the one for the general population. I would agree with Chris to look at a strategy that's ranch and farm specific and speaks to those individuals directly. They do face a unique set of challenges. Living in the city, if I didn't know the farmer or hadn't grown up on the farm and I didn't see the level of stress my dad, uncles and cousins carried every day while I was growing up, I wouldn't necessarily understand it. We need a strategy specific to that population, when it comes to stigma.
Second would be structural funding, the funding of mental health services. As Chris just said, three hours of support through a provincial program is not enough. Through their own accord as a small business, a farmer may have been able to access extended health care benefits and services. Those are very limited in their scope as well. So structurally, look at addressing that population directly and ensure the services are in place with a national strategy to do that.