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2011 SILVER POSITIVE CHANGE - SOCIAL GOOD: NON-PROFIT
UNITED STATES
Washington Area Women's Foundation Be That Woman
RAN IN: United States
CLIENT
Washington Area Women's Foundation
Stacey Miller, Vice President, Development & Communications Mariah Craven, Director of Communications & Marketing
Jim Lansbury, Creative Director/Copywriter Beth Johnson, Account Management Scott Gold, Strategic Planner Elyse Gibson, Copywriter Jeff McWeeney, Web Designer
SHERBET
Candy Guard, Animator/Director
Cerebral Lounge
Stuart Smith, Editor/Graphics
Clean Cuts Music
Chris Kennedy, Composer
SUMMARY
The Washington Area Women's Foundation started the "Be That Woman" movement in 2009 to attract a new breed of socially connected donors during the recession. Based on the insight that when we invest in women and girls, we all grow, the movement employed a powerful, animated viral video, blogger outreach, a website with consumer generated content and social media to build a community of engaged supporters. That year they raised nearly as much as they had in the previous 3 years combined. And the average donation size was up 35%.
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CASE STUDY
CASE VIDEO
Hero Medium: Interactive
Medium Featured On Video: Interactive, Direct, Events
Audience: Connect with a new audience,Speak to women,Speak to Young Women