If I might, I will lead off the response.
The one thing we'd say is on the alcohol side, we have seen some success if you look at drinking and driving patterns and behaviour there. There has been a significant change in how society responds and engages in that, and there's been a significant decrease. It's similar around tobacco consumption. There's been an important decrease in the consumption of tobacco.
We know what doesn't work, and that is scare tactics and things that really amplify the risk beyond the pale. Young people don't associate that with the reality they see on a regular basis.
We do what works well in terms of prevention messaging. That is to provide them with the facts. Young people are very astute and they want to know what in fact are the impacts.
Young people are concerned about their brain development. I think the opportunity for going forward around prevention is around the brain and talking about how that is their own asset and how it is that the impact of cannabis or alcohol affects that. I think it's about providing real facts in terms of the impact as we've heard today. These are not skewed. This is very generalized conclusive evidence that I think people would take on board and say, “Does this make me any better in what I need to do?” It's also about having societal understanding around the issue that cannabis is not a benign substance. Cannabis is not good for you and cannabis doesn't necessarily help you in terms of scholastic outcome and certainly not as a young person.
That dialogue is not occurring in Canada today. Rather, it's about a much more political discussion around how we should treat cannabis. That tends to confuse a young person. Thinking of the U.S., in Colorado and Washington, all of those schemes there apply to those 21 years of age and over. The vast majority of people who consume cannabis in Canada are under 21. The majority start at around 14 or 15 years. They peak at around 15, and taper off at 24. This is an issue of a young person's consumption.
I think it's about focusing on real facts, about empowering young people to make informed decisions, having the right kind of prevention programs in schools and communities and ensuring that they have the same message, and ensuring that parents can be supported in providing the same kind of messaging as well, because they're not hearing that. In fact, I think they're very much underestimating the risks.