CBX crafted a new brand strategy for new, pro-bono client, She Should Run, a nonprofit to advance women and girls in public leadership. She Should Run collaborates with corporate partners to develop
ways to motivate girls to explore leadership opportunities. The latest example is the company's partnership with Mattel, Inc. on the new President and Vice President Barbie, launched this week. "While
female leadership continues to reach new milestones, only 39 percent of girls say they want to be a leader, according to a survey by the Girl Scout Research Institute," said Erin Cutraro, co-founder
and CEO of She Should Run. "The Barbie line's first female presidential and vice presidential ticket is a way of harnessing the power of young girls' imagination to help them discover their own
leadership potential. Ideally, it will lead to more girls in leadership roles in the years to come."