Yes, I think this has been a fabulous development in Canada, as well as in the world, really. I think the EVA BC and Lions partnership has taken this work to a different level; obviously I'm part of this as well. The campaign consists of, among other things, a public service piece where you have professional football players from the BC Lions Football Club doing public service announcements on television, radio, and billboards. Since 2011 they've gotten over 100 million views. They have studied this in terms of media metrics and everything. Through lots of high-profile placements of these public service announcements on television, etc., they've had 100 million views in a province of four million people or something. It's just amazing, that kind of exposure.
In addition, my colleague and I trained a series of BC Lions players in intensive three-day training to deliver assemblies in high school gymnasiums. For the last three years, BC Lions players in the off-season have been going out in greater Vancouver and throughout the province and doing these big assemblies. A thousand kids march into the big gymnasium, and the BC Lions players do a 45-minute to one-hour presentation where they talk about their personal experiences. They show some clips of their football exploits, and then they talk about the need for men to join with women as partners and allies, to be more than a bystander, to not stand by when you see abuse, speak up, challenge each other. The response has been incredibly positive throughout British Columbia.
The Edmonton Eskimos and the Calgary Stampeders are now doing their version of this campaign in Alberta. They started just last year. During the next stage, we'll be training the Blue Bombers in Winnipeg.
It's good for everybody. It's a win-win, because the sports organizations get good, positive community relations and the fans and everybody wins.