Taking a stand is easy. Going all the way requires commitment.

So Barbie teamed up with She Should Run, a non-partisan organization dedicated to expanding the talent pool of future elected female leaders, to help motivate more women and girls to explore leadership opportunities. The pair worked together to highlight female leaders, offer tools that enable leadership storytelling, and to get parents talking to their girls about this important topic.

With just 39 percent of girls saying that they want to be a leader (according to the Girl Scouts Institute), President and Vice President Barbie aimed to serve as an inspiration for girls to pursue their dreams and imagine what they can become.

• Secured media exclusives with The Wall Street Journal and The Washington Post to help set the non-partisan tone of the conversation at the launch.

• Gave interviews with Erin Loos Cutraro (Co-Founder & CEO of She Should Run) and Mattel spokespeople -- Michelle Chidoni (Brand Communications), Lisa McKnight (Head of Barbie), and Tania Missad (Lead Child Researcher).

• Put President and Vice President Barbie into the hands of key influencers and media including female senators and congresswomen on Capitol Hill, national morning broadcast stations, other key national media, celebs and parenting influencers.

• Product packages consisted of a set of dolls and a leadership worksheet for the recipient to gift to a young girl as inspiration.

• Distributed press materials (e.g., press release, hero video and product images) and conducted broad outreach to lifestyle, business and trade media.

President and Vice President Barbie generated a total of 128 placements that garnered 456MM+ impressions. Coverage was overwhelmingly positive with 96% containing positive or neutral sentiment.

• (2) embargoed exclusives from The Washington Post and The Wall Street Journal

• (2) Op-eds from She Should Run founder Erin Loos Cutraro on FORTUNE and TIME Motto

• Top-tier coverage such as The Huffington Post, Yahoo Style!, Today.com, NPR and PopSugar

• Doll deliveries to women on Capitol Hill resulted in social coverage from U.S. Senator Claire McCaskill and U.S. Congresswoman Cheri Bustos.

Importantly, the launch successfully spurred engage and positive conversation about women and leadership for She Should Run (SSR):

• Social surge across chanels: Instagram +300%; Twitter +5%; Facebook +17%

• 600% increase in peer nominations of women who should run for office

• 9000+ women inspired to run for office

• 236% increase in women’s and girls’ interest in running for public office some day

• Doubled SSR Incubator enrollment