CBX Helps Nonprofit in Quest to Inspire More Females to Enter Politics
Brand Agency Works With She Should Run to Add Punch and Clarity to Its Messaging; Organization Inspires Women and Girls to Get in the Race for Public Leadership to Make a Bigger Impact
(firmenpresse) - NEW YORK, NY -- (Marketwired) -- 07/14/16 -- , a nonprofit focused on inspiring more women and girls to enter politics, is armed with a new messaging strategy thanks to pro-bono help from brand agency .
"The role of women and girls in politics is receiving more attention than ever thanks to the historic presidential campaign of Hillary Rodham Clinton and, to a lesser extent, the sexist antics of Donald Trump," noted CBX Creative Director Lesley Stordahl. "It''s a perfect time for She Should Run to make a bigger splash in the public discourse with its highly relevant messaging and mission."
Toward that end, experts from CBX helped Washington, D.C.-based She Should Run add punch and clarity to its messaging by leveraging the proven principles of brand communication. She Should Run frequently collaborates with corporate and other partners to find new ways to motivate girls to explore leadership opportunities. The latest example is the nonprofit''s partnership with Mattel, Inc. on the new President and Vice President Barbie®, launched this week.
Over the years, She Should Run''s "Ask a Woman to Run" nomination program has reached more than 100,000 women even as it has simultaneously broadened and diversified its programs. "This strong growth added complexity to She Should Run''s messaging challenges," Stordahl said. "Our solution was to employ a unifying framework similar to what you might find on the drawing board for a major CPG brand."
The first step was to reframe the organization''s overarching mission statement. Originally, She Should Run described itself as "A national network committed to advancing women and girls in public leadership." CBX helped She Should Run reframe this message to better incorporate themes of inspiration, sacrifice, commitment and change making, explained Stordahl. The new statement is: "A national network committed to inspiring more women and girls to get in the race for public leadership to make a bigger impact."
Next, experts from CBX helped She Should Run organize its communications around three key messages: "Wish You Were Here," "Fit in the Picture" and "Proactive Change."
"These three messages work together to convey what She Should Run is all about -- namely, shining a light on what''s missing in politics; helping more women and girls envision themselves in the political arena, and, lastly, showing everyone that more women in government leads to more proactive leadership and broad-based, scientifically proven benefits for society," Stordahl explained.
While She Should Run is certainly part of the political world, the new messaging framework moves away from political, inside-the-Beltway language in favor of the higher-order messages of the brand model, she noted. Now, She Should Run is integrating the new approach into its Ask A Woman To Run program, #FindAWay videos, "Warm Up" newsletter, social media communications, media interviews, speeches and more, Stordahl said.
"We''re proud to have helped She Should Run establish a clear direction and voice for the future," she said. "This messaging won''t just inspire copy for existing programs -- it will serve as a foundation as the rapidly growing organization collaborates with new partners, pitches potential sponsors and, most importantly, inspires new generations of women and girls to make an impact at all levels of the political arena."
As noted, the most recent example of that collaboration is the organization''s partnership with Mattel on the President and Vice President Barbie® launch. "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," noted 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."
CBX specializes in creative marketing services including: strategy, naming, branding, retail design, and packaging design. The company, with its current staff of more than 130 employees, was founded in 2003 and has a client base that includes: Saks Fifth Avenue, Lord & Taylor, Shinsegae, Walgreens, Wawa, Hain Celestial, McCormick, General Mills, Kimberly-Clark, Big Heart Pet Brands and AT&T. In addition to its New York City Headquarters, CBX has offices in Minneapolis, San Francisco and Austin.
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Datum: 14.07.2016 - 07:23 Uhr
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