The Allstate Foundation: Purple Purse – Overshare the Invisible

The Allstate Foundation, a nonprofit, generated over 3.1 billion earned media impressions from its public awareness campaign in the US featuring Serena Williams.

Situation Analysis

One in four women will experience domestic violence in her lifetime, regardless of socio-economic background or ethnicity. And in 99 percent of domestic violence cases, victims will also experience financial abuse – a devastating control tactic and one of the main reasons victims stay in or return to their abusive partners or relationships.

Since 2005, Allstate Foundation Purple Purse has sought to bring financial abuse out from the shadows, and provide victims with support to break free and remain free from their abusers. The agency's public relations efforts in recent years have made great strides in repositioning the...

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