Animated PSA Launches Washington Area Women's Foundation's Be That Woman

Until now, being "that woman" might have been considered a bad thing.

But RP3 Agency in Bethesda, MD, is hedging its' bets that an effort launched on behalf of Washington Area Women's Foundation will assign new meaning to the disparaging term and jump start a women's empowerment movement in our Nation's Capital.

It's called "Be That Woman" and the premise is simple. If you invest in a woman or a girl, the investment benefits all.

It's a premise that has great traction in the global community, and has been gaining momentum in the U.S, including the Obama administration's development of the White House Council on Women and Girls.

A "Be That Woman" PSA/video illustrates The Women's Foundation's holistic approach by showing the importance of paying it forward and helping others.

It's a simple animation about a woman's journey from need to strength created by RP3 creative director Jim Lansbury.

The simple, stick figure animation gives individuals permission to "see" themselves as that woman who was most meaningful to them, while the device of drawing from pencil line to marker pen communicates a transformation from instability to security.

RP3 Agency arranged the donation of production services from London animator Candy Guard of Sherbet Productions, known for her simplistic animations and humorous style.

Clean Cuts created the original score, which was played by several members of the Baltimore Symphony Orchestra, and Cerebral Lounge finished the piece.