I think it's going to be very effective in reaching the students. But we have to look at the call to action, at what students can do. One of the things we're looking at is geo-targeted campaigns. If someone's at a bar between 11:00 p.m. and 2:00 a.m., we target an ad for that geo-location and distribute it between 11:00 p.m. and 2:00 a.m. At the bar, they pull up their Instagram account and it says, “What's your safe ride home?” There could be a button, “Call Uber”. That's the call to action. That's the right choice they can make at that time.
Those are the kinds of things you're going to have to look at, not just sending out a message telling them not to drink and drive. We need to tell them their options and help them make the right decisions.