To increase the awareness of new TLDs is a win-win-win-win for ICANN, registries, registrars, and end-users. In person marketing at trade-shows would make a material difference. I propose ICANN purchases booth space and allowed registries and registrars to volunteer to staff it. Two or three trade-shows a month would make a ripple effect. Please chose a variety of industries and choose conferences with 1,000+ attendees. I am certain that registries would volunteer to staff these booths. We certainly would. In fact, most of this would be organized by Volunteers from the community. I propose that 50% of the auction funds be used for awareness campaigns. Ideal this would be an endowment fund, where 100% of the money is invested and the fund would earn interest on the original money, it would retain the first 3% for deprecation, then any funds after this point would be allocated on the outreach campaigns budget. After 30 years, the funds would have grown and this campaign can come to a conclusion. The endowment fund can choose the next stage of philanthropic use that aligns with ICANN's mission. Had ICANN started this in 2015, the excess interest would have funded a lot of good outreach by now. Jay Westerdal Top Level Spectrum, Inc.