Washington Area Women's Foundation
Be That Woman
The Women’s Foundation faced record demand for services, yet charitable giving was way down. They needed to energize a wider audience. So we built a movement around the insight that everyone has a woman in their life who’s made a difference – a woman they could strive to emulate.
We avoided sob stories and fundraising clichés to create a heartwarming, sharable video depicting one woman’s journey from vulnerability to strength.
That year, The Women’s Foundation raised as much as the previous three years combined, winning a National Effie for effectiveness.