 So we came up with, we brainstormed a whole cast of what we call kind of pyrophilic characters who could promote good fire. And one example is Bernie, Bernie the bobcat. So bobcats like to prey on animals who are attracted to post-fire shrublands. So they inherently benefit from fire. So with this information, we created Bernie. We dressed her up in prescribed fire gear and we put her up on a billboard outside of Sacramento.