Perhaps I could add something on this concept of imagery.
I have a photo here of a girl taking part in a Fast and Female event. This is Kelsey Serwa. She's a ski cross Olympic medalist from Kelowna. She's with one of the Fast and Female participants.
What do you think that type of connection has for this young participant? She gets to bond directly. She gets to sweat with Kelsey. Kelsey is going to take her through an agility course. Kelsey is going to talk to her about her experiences growing up and the challenges. Kelsey was actually a ballet dancer and chose the athletic route of becoming a ski cross athlete.
For an eight- or nine-year-old who is questioning what is going to be her pathway in sport, to hear that story first-hand is transformative. We get letter after letter from parents. Julie, I haven't seen letters from you yet, but maybe they're coming. The parents acknowledge that after a Fast and Female event, after their daughter has spent a half a day with an Olympian, she goes to school, puts on her Fast and Female T-shirt and feels fierce. They're going to school with an attitude they've never had before. That just speaks about the power of bringing our Olympians to that grassroots level.
Obviously, we can't do this every day. We need to find that scalable factor. That's where the media kicks in. How do we really make our Olympians and our female role models accessible, human? Humanize them, not sexualize them. Again, that's not a theme we've talked a lot about. That representation of female athletes as strong and confident, and what that speaks to in their leadership capacity, and how they're transferring that to our female youth, that, to me, is really huge.