2. . Project Childhelp M2 (Marketing Squared). Develop and implement a branding effort. Leverage branding and marketing. Pilot new approaches as a template for other regions. . The key objective of the AZ LeaderForce project with Childhelp is to develop a pilot strategy for balancing a strong national brand and a strong local execution of that brand within the Arizona region, and specifically with individual programs located in the Phoenix Valley. .