I can answer that, but I can't relate it to Europe.
ParticipACTION ultimately needs to speak to all Canadians. We have limited resources, so we try to be laser-sharp focused.
While our most recent campaign actually supports 100% physical activity guidelines, we're the second way to communicate those guidelines. We speak to families. So our thinking is that mothers of school-aged children, because they're the principal decision-makers in a family, will influence, yes, their partner and their kids, but they'll also influence their parents because of the sandwich generation.
We know, indisputably, that more active parents have more active children. And at ParticipACTION we've really been thinking about Canadians as families and trying to attack the issue from that perspective, because that's, in our minds, the greatest return on our investment in terms of dollars.
So that's how we've been speaking with that 35- to 50-year-old crowd.