Romeo Santos Launches ‘Los Santos Foundation,’

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Why it worked

The video leverages a celebrity's personal story and a relatable cause (supporting children with autism) to create an emotional connection with the audience, driving engagement through shared experience and empathy.

Summary

Romeo Santos discusses the launch of the "Los Santos Foundation," inspired by his personal experiences with his child on the autism spectrum. He highlights the challenges families face and the foundation's goal to provide support and awareness.

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Transcript, structure and on-screen text

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Original caption

Romeo Santos is opening up about launching the "Los Santos Foundation," dedicated to supporting children with autism and their families as they navigate different stages of this journey. "My wife and I we're like, if we're facing these challenges, I can only imagine what most families with kids and relatives on the spectrum must be facing," Santos said on TODAY. His 5-year-old son was diagnosed with autism at 2-years-old. The bachata superstar is a father of five.