I think you make a really fantastic point, because we need to reach the general population. This is something we're really interested in, as well, because it's not just elite athletes who are going to be suffering concussions. It's going to be elite athletes you see suffering concussions in the media, but of course everybody else can suffer the same injury. Some of the work we've been doing in terms of science outreach and outreach in general that reaches more of the general population can be through one place where there's some sort of structure in terms of an organization that does outreach as one of its goals in communication, but that's going toward the general public.
For example, the Royal Canadian Institute for Science and Let's Talk Science are two organizations that we've worked with, as well as Parachute Canada, but these are geared towards the general public rather than to elite athletes or specifically to schools. Let's Talk Science is for schools, as well. These are some of the ways that we can use to make sure there is a channel to get to the general public.
Again, a national concussion awareness week—making it a national conversation, making sure there's attention on this issue and making sure that Canadians know that the government sees this as an issue of concern that we need to be talking about—can be a way to do that as well.