mean, listen, I if you had to sort of break it down into a multi step process, which it's never an exact science, first and foremost, but I'd say a few core elements is that when you're thinking about a campaign of rolling out a campaign, it has to be timely, right? It has to sort of connect with the now this moment in time, it has to be authentic. I know we hear that word a lot. And it's becoming a bit trite, but it's very true. It has to come from a credible voice that is genuinely tied to the issue. Right? First and foremost, there has to be a degree of sparking excitement, right? Again, it has to feel new, it has to feel it just has to be wrapped in that excitement, it has to inspire. You have to, I'd say you have to be clear about the call to action and the potential outcome, right? Like you have to be direct with your audiences. What are you asking them to do? And why? What are you trying to build towards? That's so often a core component that's left out? And the last one I would add, and it's coming from, you know, a personal philosophical place, but do not be afraid to experiment and to fail? Yes, your campaigns? Yes. And that goes back to this not being an exact science, you have to take risks and risks don't always pay off, but you learn from it. Right? So I'd say those previous components, but be experimental take risks, know that I always say to fail is not failure, right? You get right back up, you learn from it, you try again. But yes, the example I would certainly point to is one of our recent winners and 2024 Sungai. Watch, please follow them on social media you will have, the inspiration will just erupt everywhere. But what they've done so brilliantly, they've amassed this incredible following on social, not just incredible falling, but incredible engagement, which is you know, the other piece of that puzzle, people are really watching their content, they're engaging, they want more, they want to understand how they can be a part of the solution. Sungai watch is they're based in Indonesia, they're focused on cleaning up the rivers, and they do so in such a magnificent way, please go learn more about their work. But what they've really cracked the code on is showing the work, right, being really transparent about it. I think, you know, again, that goes back to being clear about the potential outcome, right, really saying, if you are investing in this work, this is where we started. And this is where we end, they show. They show the cleanups happening in real time. So you can really understand the range of impact happening on the ground. The other thing they do so brilliantly, it goes back to this idea of that authentic voice and being transparent. It was founded our winters, Sam, but it was founded by him and his brother and his sister, it is a family organization, which is just incredible. And particularly, he and his brother also have a strong social media presence. So you really see the human behind the work. And that gets back to that idea of authentic voice. And again, they're very direct about expressing vulnerability, expressing how things are a process expressing how they've tried something and failed and how they've gotten themselves back up. And they've improved upon it. So I think a tremendous example of what you can do on social media, to both show the impact of the work the potential solution and the hardship and show the human beings behind the work.