Yeah, so um, you just said everything, everything starts with our audience. It's not about our brand, it's about how people interact with our brand, what people think about it, how they've internalized it, what it means to them at any given moment in time. So we started with audience understanding, and I know we have a lot of nonprofit people on the line, you know, when I joined UNICEF, so can you do this, you know, audience research, so we can figure out ways to build the equity of our brand? And they were like, we have to do what? Why? How much is it going to cost? What is it going to return on investment? And I'm really, I mean, that is a gross exaggeration, because in fact, my current CEO, he has not only respect but he believes in the power of the brand to drive profitable revenue, to increase our audience size to make us more relevant. So, but that was then that was 2018. That was the beginning of the journey. So we wanted to really get a much more nuanced knowledge audience, what do they care about? What do they say? Because people say one thing, but what do they do? Well, again, we're in a great position for that. Because you can do quantitative research, you can do qualitative research. We do polling both online and through an organization called Harris, do a lot of the political polling, people say a lot of things. But do they actually do what they say? Well, we're also in an enviable position. We're a performance marketing organization as well, we didn't know what they do. So out of those two things drive so. But getting back to the question of the table, which is trust, knowing what people care about knowing what they do, not just what they say. You have to earn their trust, by respecting who they are as human beings. When trust is approaching, right? You can't expand your audience to the next generation. So the people who UNICEF polls, I mean, I'm talking to people who know our brand, because we are all about children. That is our mission. We're a humanitarian organization that fights for the rights of children to be safe, healthy, protected, and educated. But to the general public. You don't see that kind of, of polling. So we have to be able to expand our audience to the next generation of supporters, but get to understand who they are. I think, again, most of us have older donors. We've, we know them, they know us, we respect them. They give us money, we respect them a lot. They take advocacy action. They're loyal. In fact, our research on brand, the first thing we did to understand how to build trust, and get this nuanced understanding is to understand what the people who love us think of us. And then what is