And well, I guess got to tell us a little bit about how this has been for you starting this up.

Well, we've been dreaming about opening a shop or something like this for many, many years.

I'm a huge Hallmark fan.

I like hospitality.

And we started thinking, what about a bed and breakfast? But you always hear the reviews on bed and breakfast, bed bug, bed bug.

So we decided not to do that.

So we decided to do a small shop.

For people now that go in and want to explore and figure out a little bit about what this place is, what can people expect? What are they going to be looking for when

So what is it? Altered?

So it's altered.

It's Eduardo Sanchez who did Blewitch.

Right.

So he's dead good at found film.

Right.

Found film footage.

Yes.

Not the data, but an initiative or a program that you've put in place.

Yes, absolutely.

So, um, one of the things that we have done in the last year, year and a half, partially in response to the Ethisphere, uh, benchmarking, but also, uh, largely in response to some of our own internal benchmarking through employee survey.

We, we do every year, uh, an ethical pulse survey of all of our employees to understand their attitudes, uh, and their perceptions about certain elements of our culture, and ethics and compliance in particular.

One of the things we did as a result of all of that data was to really focus even more than we had on the importance of speaking up, and we created a Lincoln Speaks Up program.

We often in the ethics and compliance world when we talk about speaking up, we talk about it through the lens of the code of conduct, that we need people to speak up to identify potential violations of the code or potential misconduct so it can be investigated.

And that's, that's all very important, but we've really reframed the speak up d- discussion to be, uh, more of a discussion about speaking up as a behavior that not only helps us ensure that our code is being complied with, but as a business imperative.

in order to elicit the, that kind of behavior from the team members?

For those that don't know, um, tell everybody, uh, what you're doing with Run For Your Lives.

Well, this is the first sort of half of the career, really, pretty much.

And, um, yeah, so I mean, the opening thing, pro- people have seen it.

It's m- it's not, not anything that aren't, they don't know already, 'cause they've seen it online, I'm sure.

But the opening s- scenes and everything is from early days, all the places where we used to play or we used to live or the area, East London and stuff, where we come from.And, um, it's, it's pretty ...

I mean, the first time actually, I mean, obviously I had a lot to do with it, you know, being involved in the production.

But when I actually saw it, I was like, "Wow." It gave me goosebumps.

I don't like it." [laughs]