Basically there needs to be a huge education campaign for young people and for families as part of it, similar to what Ian has already mentioned, to have conversations about the actual facts. What are the facts? What are the risks? It's communicating that clearly to Canadians, to families—to parents and young people—so that educators, physicians, etc., can be talking about it.
Harnessing the voices of youth and youth leaders would be really important to making those messages appealing, using the kind of language and words that will resonate with young people. They'll be able to see themselves, to understand. The peer-to-peer piece is important.