I'll repeat myself a bit here, as we're strong supporters of getting kids out into nature. But what we also need to do through this plan is to create a cultural shift, starting with the kids. To do that we can't ignore traditional media and reaching kids en masse as well. For us, we really have to go to where the kids are, as much as thinking about getting them outside. That's in schools. So school programs would be important around the conservation program, and the TV, Internet.
On April 26th, 2012. See this statement in context.