"... how to influence the media to..."

Playing outside in winter or how to influence the media to get people to make the most of winter.
We’re now sure of the benefits of physical activity to our youth, especially when they play outdoors. But what happens when winter is on our doorstep? What are the guidelines for helping us decide when we should or shouldn’t let our young people play outside?
There’s a fierce debate in homes and in educational institutions: between the values that the teaching staff wishes to transmit, the way our youth actually dress, the opinion of traditional media and what we, as parents, believe. But how can we possibly counter the mass media “voices”? Because, let’s face it, when all we hear from morning to night is how cold it is, we end up feeling cold.
As an organization or an institution, it’s our task to curb the overall trend, while respecting the guidelines set out by the Canadian Pediatric Society, which allow us to make informed decisions in periods of severe cold.
And yet, when it comes to winter activities, the “experts” know full well that the secret to staying warm is in layering.
So could the key to success lie simply in informing, training and advising the media “voices”? Can we not imagine them getting their advice from clothing experts instead of meteorologists? From November to March, we’d get a daily briefing on what to wear, complete with a smile.
It’s only by keeping an open mind and innovating that we can change things. Wouldn’t you agree?