We seized the opportunity to start a new conversation with the Hispanic community by creating a buzz around Luis Fonsi and Alzheimer’s Association’s “Music Moments”. Purposefulness cannot be left to chance, and in line with our soulful mission we seized the day by launching a media campaign emphasizing the narrative around the times when music has had a significant impact on one's life. And for those impacted by Alzheimer's these moments are more precious. By leveraging our celebrity and entertainment media partners that truly embraced the message, within two weeks we reached 189,224,792 media impressions... and counting.