If we speak about the GoTechgirl campaign, there are about 20-odd mentors who can be reached through Facebook by any young woman. That allows any young woman to ask, what is it like to be a biotechnician? They can pose that question to a biotechnologist via Facebook. We need much more capacity to provide that type of mentoring activity to young women. We need more capacity to deliver that type of information to young women. One approach we have used is Facebook. That's obviously a very popular one, but these social networking things pass by rather quickly, and all of a sudden it's something else.
The more we did that, the more access we had to young women and the more we were able to convey that. Again, I go back to the theme of influencing. Why are school counsellors not familiar with such things? Why are school vice-principals, who are very generally involved with these components of career planning, not informed? Why are they not focused on women? “Oh, Sally, you clearly don't want to go to university. You know, a dental hygienist would be a great career for you.” Yes, but that's, again, stereotyping. It's the ability of our influencers not to stereotype that I think is a major achievement that needs to be achieved.