Very briefly, motivation is hard when it's a vote of the people. I mean, there are 50 reasons why people chose to legalize. I would say that Governor Hickenlooper's number one priority was to make sure that we did not see an increase in youth use at the rollout and that over the long term we would see a decrease in youth use.
One of the things we see in the Healthy Kids Colorado survey, which is a survey of about 17,000 kids, points to your exact question, which is that over time, we are simply seeing a decrease in the perception of risk in the use of marijuana. That is absent legalization. That's a simple trend line over the last 15 years. I think kids are more likely to go the Internet to learn about marijuana than they are to listen to either a trusted adult or, for that matter, to the government.
That being said, our goal—our hat over the wall, the thing we were reaching for—is to do what the Federal Drug Administration did with tobacco in America, which was that there are messages that work and programs that work. It's not necessarily scare tactics that are the long-term solutions to this, but rather engaging kids in meaningful and helpful ways with behavioural health specialists, after-school programming, and conversations that meet them at the level they would like to be met at.
I'm not telling you that I know what the future will look like. I'm telling you that the future we're planning on is to see a decrease in youth use by decreasing access through drug dealers and by getting the message right and getting every lever we have to pull pulled in the right direction to see that fewer youth are using marijuana.