This is another opportunity to talk about the last question as well, in terms of the root causes of violence against women. One of the many root causes is how we socialize men and women and boys and girls.
This program, “Be More Than a Bystander: Break the Silence on Violence Against Women”, has B.C. Lions football players speaking to young men in high schools across the province. They're also doing public service announcements for us on T.V. and radio to try to get the vast majority of men who don't commit violence to begin speaking up to the minority who do. This is my favourite program after 31 years of working in the field. Women can talk to groups until we're completely exhausted, as many of us have, but men don't listen to women. Men will listen to men.
I think we need to make violence against women as socially unacceptable as we have in focusing on smoking in anti-smoking campaigns and also as we've done in campaigns against drinking and driving. These are 30-year campaigns with multi-million dollar budgets in each province and territory, because we know that in trying to get people to quit smoking we're going to save money in health care down the road. It's the same thing with violence.
If we try to get people to speak up and to change the scenario, instead of women suffering in silence.... As one of the women spoke about earlier, when she experienced violence, everybody around her knew what was going on and nobody said anything. I think that phenomenon has existed throughout our history. It's time to break the silence on violence against women and to make this everybody's issue, because it's not just a women's issue.
It's an incredible program that we're doing with the B.C. Lions. My hat goes off to Rona Ambrose, because she was the first of many funders and partners to step in and see the benefit of having CFL players—it's kind of counterintuitive, having these big guys do it—speaking up about violence against women. In the first two years of this program, we've reached 29,000 kids in person. Because of the PSAs and the bus shelter ad space we've been given by the City of Vancouver and the City of Surrey, our message was viewed 66 million times.