I agree with my colleagues about opportunities at the medical level, as well, to increase that interchange. At ThinkFirst Canada we work in schools and we work with a range of medical practitioners and VIPs, as I mentioned, to get the message to children, their families, and their teachers that there are ways to protect yourself from serious brain injury and other traumatic events, and that these are not fun situations to be in. It's not cool. You may not think it's cool to wear a helmet, but it's far less cool to have a brain injury and have your mom looking after you for the rest of her life.
We try to speak to children on that kind of level, but we also see there are opportunities to increase health literacy through a discussion with the Canadian public. My colleague Pamela spoke to that as well—the awareness of Canadians.
Do Canadians know that the greatest risk to them for death, up to the age of 44, is a preventable injury? I think it's rare that people would know that, and that there are preventable ways you can avoid a lot of suffering. What we see is that we're going to pay for this anyway, so you can pay for investments in children's safe play—