Thank you very much. I wish I had the next hour. Let me respond to that in two ways.
I'll ask Martin, in a minute, to speak to the communications campaign. It's one thing to present the achievements of the athlete, but we're trying to tie that into the get-involved campaign afterwards. It's one thing to celebrate the heroic achievements of our athletes in Sochi, but there needs to be something afterwards. It'll be for naught if we can't leverage that and inspire the next generation. In fact, I would say a good third of our athletes on our current hopeful Sochi team have shared with Martin and his team many of the stories they saw or heard about one of the athletes on TV or in the newspaper. And that's how, particularly for an individual with a disability, they knew it was possible—they were exposed to it.
In my opening remarks, I made a comment about system. In fact, with the generous investment post-Vancouver, that's what we've been working on. Our goal is to increase the participation rates of individuals with a disability from 3% to 6%. We have research to say that exposure is good. But unless exposure has an opportunity to see it and test it, or try it afterwards, then the exposure is really for naught. That's why the system pieces have to fit together like a puzzle—a person sees the opportunity, then knows where to go, then has some assistance to navigate the system. We need a catchment system, so that programs and quality coaches can appeal to new individuals and get them to try the sport activity.