 The science of virality is a work in progress. The truth is that most content doesn't go viral, and so understanding the factors that contribute to that are still really important for understanding how we can reach the largest possible audience to tell these stories that really matter. If you're talking about poverty in a developing country, you could frame it in a way that makes people feel hopeless or sad or depressed. The empathy that people have for the human beings affected by these stories can have a negative effect, but what we find is that by framing these stories in a way where people have a clear path to action, we can shift the focus onto the changes that are happening and how people can get involved and empower them to take action. Those are the types of content that really seem to take off and really get people thinking and talking about even really tough issues like global health and poverty.