I think “cool” would definitely resonate with my kids.
In terms of image makeover, in terms of spreading the new narrative, as you describe it, and taking that narrative nationally and building this ecosystem that you talk about, that's going to take money and someone would have to spearhead it.
When you talk about building an ecosystem in schools, that's an advertising campaign. There would be all kinds of different layers to that onion, but who takes the lead? Who spearheads that?