You use multiple messages. For example, when pro athletes give a great quote about how they didn't rush back into the game and they're happy they were pulled out because they weren't in their right frame of mind, we try to magnify that to send that message out to the young people—that they're happy the team held them out, and they're happy to take a week or two off before they go back. That's setting the right example.
At the same time, with kids, we try to message them about how important their brain is, which is hard for them to understand. Our program, Team Up Speak Up, is one way we do it. We try to share with them interesting statistics, like the idea that you have 18 billion neurons in your head. Each one has an axon, and if you lined up all those axons end to end just in your head, it's about 500,000 miles—to the moon and back. We help them appreciate how fragile their brain is as they try to understand how a brain even functions and helps them. You have to educate from a lot of different places.