In tough economic times, how do you inspire people to give? Especially when you're an organization that supports the nebulous concept of "economic empowerment of girls and women"?
The Washington Area Women's Foundation (serving the District of Columbia area) realized that animation might speak louder than words. So the group put together a 2 minute YouTube video entitled, "Be That Woman." Simple, straightforward, yet powerful, the animated short shows how programs that provide childcare, training, education, and other services create a safety net for women in need. Financial support for these programs ensures that no woman will fall through the cracks.
Mariah Craven, Director of Communications and Marketing, explained, "The idea behind the phrase 'Be That Woman' was that it represents women who not only help other women, but inspire those other women to be agents for change, too."
Communications Committee member Beth Johnson, president of RP3 Agency, volunteered her company to take on the project. Candy Guard, a celebrated animator in the UK, brought the concept to life with endearing stick figures, and members of the Baltimore Symphony performed the score.
Although "Be That Woman" was commissioned by the DC-based women's foundation, it is not agency-specific and thus has universal appeal. Its broad message promotes women's philanthropy and conveys a key point: help a woman get back on her feet, and she's likely to pass it forward. As Johnson notes, "This tale of one woman's journey from a position of need to one of strength shows the power of investing in women and girls."
If viral videos of dancing hamsters and babies, exploding bottles of Diet Coke, and overnight sensations like Susan Boyle routinely make it big on the internet, why can't one like this catch on? Watch "Be That Woman," and if you find yourself tearing up like I did, then do what I'm doing. Pass it forward.