Some campaigns need to be aimed directly at the kids. These campaigns that we do are directed at the parents. You need different types of approaches with kids. You won't use the same media mix as you would with the parents. They don't consume the same media. I would see national campaigns, both in-school and multimedia, but different types of media mix aimed at youth, and continuing to....
You see, there's a direct equation between a sense of risk and a trial. The higher the sense of risk, the lower the trial. It's not about scaring kids, but if they sense that it's a risky proposition, they'll think twice about going down that path of risky behaviour.