That's a very good question.
Actually, I think it is the best of times for that now. As you know, in rural areas there's access to a whole lot more things than once was the case. Virtually everybody in the country, even in small rural areas, has access to TSN or Sportsnet. They're watching the same things. They're watching the same teams with the same frequency. They're hearing the same commentary, so a lot of those messages are getting there as they are getting to the big cities, and that's really helpful. If, in fact, in the kind of work you're doing the message goes out more and more about how to focus on making this game less dangerous, that message will resonate with those instruments, and those instruments will find their way into those communities.
The other part of it, and it goes back to what I was saying before, is about doing symposiums in small places. I knew they would work in big cities because there are always athletes and former athletes. There are coaches and former coaches. There are doctors, administrators, and these respected people within a community. What if you get into a place of 6,000, like Dryden, Ontario? How do you make that work? Actually, it was easy. Again, there are still local athletes. There are still some local doctors. Beyond there, Kenora isn't that far away, and even Thunder Bay isn't that far away. As you know, in smaller places, especially when you get into sports, they travel, so they make connections to certain larger places as well.
I think there's a very available way now to have that kind of reach. If the NHL administrators and the NHL coaches deliver a certain message, then what right will the coach in a town of 1,200 have to feel like, “Well, I don't care what anybody else says. We're going to do it the way we've always done it in our town of 1,200.” The voices that penetrate into that town from those very respected people carry a lot of weight.