Most non-profits create a crisis atmosphere to motivate consumers to action. When we partnered with the Boys & Girls Clubs of America, we wanted to try something different: focus on success and optimism. This is a hugely successful organization and we found countless success stories. A lot of iconic people are proud alumni – people like Denzel Washington, Bill Clinton, Bill Cosby, Mohammed Ali and Jack Welch. And they have one thing in common: they credit the Clubs with setting them on a path to their achievements. The idea informing everything we’ve created for the organization is expressed as a simple challenge: Be great.