We all have to educate our kids. We all have to dispose of our waste. We all have to take responsibility for it.
Reflecting on Larry's comments, the whole social marketing and social responsibility aspect is I think critical. There are two places where you need to do this outreach with the community. One is prior to the siting of a facility, and that is to make sure that you are cognizant and aware of all the issues or potential issues or concerns that people have. Then you have to share with them the science part, to be able to produce the evidence that shows that what people's expectations are....
People always go to the worst case scenario. Unless you tell them what is actually happening, you're not going to be able to convince them that it's not really all that bad. So fill the void in information by being proactive to get the good news story out.
The second part of that outreach happens once the facility is up and running to give people the opportunity to come and judge for themselves, come and see—or smell, in our case—what it is. I originally had started doing work in Ottawa, and about two or two and a half years ago they asked me to help out in London. The first thing I did when I got down there was to start bringing the media, the public, the politicians, through the plant to see for themselves what it was. Do you know what we discovered? They didn't detect anything. They were surprised. They were impressed. As a result of that, it gave them some confidence in standing up to the political pressure they were getting from a small group of people.
Outreach is important.