This could also mean doing coordinated activities around educating Canadians about concussions. There are already a lot of organizations that do some of this type of work. We're involved in a lot of this type of work ourselves as well. Making sure there's a coordinated effort at this particular time will actually get the attention of Canadians so that we have people focusing on it.
Yes, it would be just for that week, potentially, but then it would reoccur and keep coming back, and people would start thinking that this is an actual injury, something they need to be concerned about, or connect that to things they've experienced themselves or things their friends or family have experienced, and that will start to be a national conversation.