In an effort to help improve the lives and women in the Washington, D.C., area, RP3 Agency, Bethesda, Md., introduced "Be That Woman" -- a campaign that has raised more than $88,000 since its viral video debuted Oct. 20.
The campaign was created to support the Washington Area Women's Foundation, which works toward the advancement of support systems and issues that affect women and girls. Initiatives include job training, financial education, early childcare and education as well as health and safety support.
To portray the foundation's holistic approach to the importance of "paying it forward" and helping others, RP3 developed a stick-figure animation portraying one woman's journey from need to strength. The video, available on YouTube, was created by agency creative director Jim Lansbury, with production services donated by London animator Candy Guard of Sherbet Productions and an original score by Clean Cuts, which was performed by members of the Baltimore Symphony Orchestra. Cerebral Lounge finished the video.
The foundation said it hopes people will continue to take the video viral and get involved, starting a national dialogue on women's issues. As of early December, the video had received more than 12,300 views on YouTube, with media coverage around the world.
"As a woman-owned agency, we were predisposed to the cause," said RP3 President Beth Johnson in a statement. "We understood, as the Washington Area Women's Foundation did, that to make an impact we need to do more than get donations or sign up volunteers. We believe the 'Be That Woman' campaign will do just that."