Let's build on the experience of watching how concussions have had a huge impact. That was shared a lot because the government kept it a priority. It meant the funding was sustainable so that people could develop programs, implement programs, monitor programs, evaluate and continue to grow. It meant that awareness kept going. It allowed awareness to go through all different avenues and levels of sport—our national and provincial-territorial levels—to our communities so that it could have an impact.
Building on that, I would say the same thing applies here. Going forward, it should not be a one-off thing such that this year this is the topic we're all talking about just because it hit the media. For it to really change and for us to really have an impact on society, I think government keeping it a priority for a longer term is the biggest part. Then you can allow it to go through those natural stages of behaviour change.
Having a one-off, short-term thing is not going to change behaviour. It's going to give a check mark and will give the media a story. To give the long-term investment and allow the different regions, different provinces and different stakeholders to adapt how they need to, government—and that's all governments—needs to say, “Yes, for our community, this is staying a priority.”
At that level, I would say to keep it a priority for the long term, keep the sustainable funding going so it's not just about this year's funding and keep telling the story. Make sure it comes out. Look at the evaluation, be part of the process and implement those changes. Take it as a way of learning. I think everything is an end.