One is to promote it publicly. You're doing that, and I would urge you to keep doing it. Don't pull punches when it comes to pulling on heartstrings.

There's a very effective TV ad I've seen - I'm not sure from where and I apologize,

It shows two little children - maybe a four-year old and a two-year old in a small aluminum boat... Wearing their PFDs, and crying.

Then, as the camera pans out, you see that they are alone in this boat. And their boat is drifting in the middle of a lake. And these two little children don't know what to do because their parents aren't anywhere around.

And the ad says something like: "you made them wear their lifejackets... why didn't you?"

Whoever made that ad knew how to strike a nerve.

If we, in our daily work, can make moms and dads think twice….

If we can make kids think twice, then we are beginning to tip the balance.

I don't know if there is a formula for this… But I think there is an impulse.

It's the impulse that was missing from Ron's cottage that night. It's the impulse to say, I will bother to raise my own voice. I will "call it as I see it" and take personal responsibility for the safety of another individual.

Even if that feels awkward for a moment.

There is nothing as powerful as one individual advocating for another's safety. There is nothing more powerful than one person speaking respectfully and caringly with another person who needs help.

We can change the laws in our countries.

We can change awareness in our counties.

But if we really want to tip the balance from better awareness to better behaviour, that will happen one person at a time.

So this is why we don't have to be overwhelmed by that "747". Because it's falling one person at a time, and we catch them one person at a time.

When I think back to how we lost Ron in 1998, one image that I cannot forget is of the beach at Meaford, Ontario. Every morning, for most of the week after the incident, all of us gravitated to that lakeshore. And we just stood there for hours.

At first, we were waiting for them.

And then, we were just waiting.

Finally, we stopped waiting. We walked off the beach….

…Changed by more than just the loss of our soul-mates.

Changed also by the new and painful understanding that any one of us could have made a difference the night before.

And by an inspiring sense that, perhaps, each of us still could….

You know that beach.

You and I have been standing on that beach for a long time.

We've been waiting for a long time.

Tonight, we are walking off that beach… together.

Thank you.