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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

AGENCY
RP3 Agency *Lead Agency

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%.

CASE STUDY

New-pdf-icon

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

Type: Business to Consumer

Classification: Local

Language: English