Thank you.
I would say that education is one of eight or nine levers that go a long way towards seeing a decline in use. An important lesson that we learned from tobacco was that, for a very long time, almost a decade, for kids the perception of risk was very high for tobacco before we saw a decline in use. I think one of the things to keep in mind is that maybe, for an adult, knowing the long-term health effects is an important message. For a kid, who's not looking to what their life is going to be like in 30 years, it might not be as important.
I do agree. I think education is an absolute necessity here. I would urge that all education also comes with focus group testing with kids about what actually matters to them and what message—even if they believed it—would actually lead to a change in behaviour. Looking for that towards implementation, I'm absolutely sure that the public health specialist has more to say on that than I do.