One of the issues—and Kayla, you raised this—is this issue of stigma. It's come up in many of the discussions we've had with respect to this study and others, whether it be parents, guidance counsellors, or others. Tell me succinctly the number one thing we should do to combat and deal with that.
I know this presents a challenge. Is it about advertising? Is it about talking directly to students? What would you say if I asked each one of you, all five of you, to tell us the number one thing we should do to deal with the stigma? It seems to be a huge barrier. What should we do?
Éric, what do you think?