I would say it's more the latter. We are working very hard to encourage people to undertake healthy activities in a number of ways, as I've expressed, in a number of different levels. The area of health promotion is extremely broad. It does deal with individual behaviours, but it also deals in a broader sense in policies that governments take that can have an impact on health. What we try to do is to have a broader impact on public policy on a number of different levels. Yes, ultimately what we are trying to do is to have an impact on human behaviour and to encourage healthier human behaviour so that people can avoid problems, including problems that require medications and so forth.
Linda, did you want to add a comment?