Appreciate your “golden triangle” criteria. Largely, because as you say, it leverages one of social media’s most important purposes – to empower customers to live better lives (in this case, getting 80% of eligible U.S. adults screened for Colorectal Cancer by 2018). Social is at its best when it addresses a real and enduring customer need, desire or pain point. And this is certainly one of them. I applaud all your efforts.