Again, I'll go back to our work in indigenous communities. I don't do this through the campaign itself, but I used to work in this field, very specific programs that are designed for and root for indigenous men and boys. They seem to be very culturally based, locally based, rooted programs, services and initiatives to bring them back to their culture and bring them back to an inner sense of agency and purpose. That's really critical.
Then we found just straight-up counselling, just men being able to turn the dial a bit and go, “Wait a second, there are other behaviours I can do? These emotions can go in different directions?” Those kinds of basic understandings are really important.
I would say, going back to—