For many YWCA is thought to be an affiliation of the YMCA, which is not true. The challenge was to help people understand the impact that they independently have in helping women and children in crisis. The marketing materials used the misconceptions of the YWCA to engage viewers and was a big success. The campaign exceeded well beyond expectations, raising 14% more in revenue and drew in 400 first time donors, along with 7 times the amount of high-level donations as in previous years.