Be That Woman

The Washington Area Women’s Foundation faced record demand for services, yet charitable giving was way down due to the recession. To energize a wider audience, 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. The creative team stubbornly avoided sob stories and fundraising clichés to create a heartwarming video depicting one woman’s journey from vulnerability to strength.

That year, The Women’s Foundation raised as much as they had during the previous three years combined, winning a National Effie for effectiveness.

My Role: RP3 Agency Founder/CD/Copy Concept/Copy: Elyse Gibson, Design: Luis Erazo and Mike Hrizuk, Production: Cerebral Lounge, Music: Clean Cuts, Animation: Candy Guard of Sherbet, UK