Yes. We recommend looking to the field of knowledge translation and behaviour change for this, because there are strategies that have research behind them in terms of what works for changing behaviour.
One of the things we would recommend is having, for example, champions for change, for knowledge translation. That would be people whom we hold in high regard, such as athletes—folks such as Eric Lindros, who was here previously, Cassie Campbell-Pascall, or Hayley Wickenheiser, who has spoken publicly about her concussions—and having them share their experience and really start normalizing the idea of talking about concussions. Because it's an invisible injury, it's difficult to talk about, but also in our experience, in playing hockey, you don't want to stop playing.
There are multiple reasons why folks don't want to stop and don't want to report. Reporting intention is a whole other question that we might get to today, but having a champion for change is something else that we do recommend, and also taking advantage of social media. In this day and age, there's a lot that can be done with communicating over social media and reaching grassroots levels of hockey and other sports, as well as all the way up to the elite level, so we need to take advantage of that.
We've seen bits and pieces of that with the conversations and discussions that have been had, but a lot more can be done in a more strategic and very consistent manner for the point of having change in our culture.