Sure. What I'm referring to there is what in the parlance is called the socio-ecological model. It means there has to be horizontal and vertical integration. Vertical integration means it's bottom up and top down. It's the ministry...it's our larger environment, it's the built community, and you heard about that.
It's about that doorstep decision-making so when children are stepping out the door to get to school, the easiest choice is the walking school bus, for example. Communities have to be safe to allow them to do that. So that's the larger environment, and you can change the built environment in a number of ways. It includes the family and home environment. It includes the recreation and parks association. It includes the schools and down it goes.
So it is about messaging that is consistent and opportunities that are consistent across this vertical integration and then horizontally as well.