If someone you knew was being financially abused, would you notice?
One in four women experience domestic violence in their lifetime, and 99 percent of these cases also include financial abuse, an often-invisible control tactic and one of the primary reasons victims can’t “just leave.”
This October, National Domestic Violence Awareness Month, The Allstate Foundation and program ambassador Serena Williams have launched on two new projects — a new PSA and a purse designed by Williams — with one powerful public call: help end domestic violence, once and for all.
“Invisible Weapon” is a thought-provoking, new PSA by Leo Burnett Chicago, featuring and narrated by Serena Williams. Directed by duo Stacey & Anthony, the online film dramatizes the differences between the familiar visual signs of physical abuse, like cuts or bruises, and the invisible signs of financial abuse.
Intimate and chilling, it emphasizes the tension between what is visible to outsiders and what harm can be hidden to help illustrate the unique challenges that victims of such an unseen and unspoken issue face. The film is intended to help drive much-needed public awareness for the issue. Take a look below:
“For more than a decade, The Allstate Foundation has put a spotlight on this devastating issue, stood up for the victims who have been silenced, and given hope to the survivors trying to break free,” said Vicky Dinges, Allstate’s senior vice president of corporate relations.
She added, “With Serena joining us to deliver this important message in ‘Invisible Weapon,’ we hope more men and women will speak up about domestic violence and financial abuse and be compelled to end it – once and for all.”
From restrictions on spending to ruined credit, the signs of financial abuse are often invisible, and many people don’t even know it exists. According to a 2018 national public opinion survey conducted by The Allstate Foundation, nearly 50 percent of respondents are unaware that financial abuse is a form of domestic violence.
“I’m proud to speak up for women who can’t use their voices, and let them know we’re working to end the cycle of abuse,” said Williams. “I hope that after viewing the video, people will be more aware of the hidden signs of financial abuse and they’ll understand the need to help those who’ve been burdened by it.”
One way the public can take action is by donating to domestic violence nonprofits through the Allstate Foundation Purple Purse Challenge on PurplePurse.com. Many of these organizations are faced with immense funding challenges. On a single day in 2017, more than 11,000 calls for help from domestic violence victims went unanswered due to the lack of nonprofit resources and staff to address the victims’ needs.
Championed by The Allstate Foundation, nearly 300 domestic violence nonprofits from across the U.S. are participating in the 2018 Allstate Foundation Purple Purse Challenge. Now in its fifth year, the annual fundraiser coincides with National Domestic Violence Awareness Month. Funds raised by participating nonprofits will go toward providing life-changing services for survivors and their families, such as financial aid and financial empowerment, emergency shelter and child care, and food and transportation.
The urgent call for support coincides with the start of the Allstate Foundation Purple Purse® Challenge, which takes place now until October 31 and rallies 300 domestic violence nonprofits across the country to raise funds to provide crucial services to domestic violence survivors.
To support the nonprofits’ fundraising efforts, Williams designed a limited-edition purse. This year’s unique design is a suede and leather purple backpack, which is a first of its kind for Allstate Foundation Purple Purse.
“A purse is symbolic of a woman’s financial domain. We’re thrilled Serena Williams took that to heart when designing the purse for the 2018 Allstate Foundation Purple Purse Challenge, and we’re confident it will encourage an even greater number of people to get involved and support the participating nonprofits,” said Dinges.
Earlier this year, The Allstate Foundation and Williams launched a national street art campaign, also created by Leo Burnett Chicago, to spark conversation about this important issue through public murals containing hidden messages.
Client – All State Foundation
Agency: Leo Burnett
CCO: Britt Nolan
EVP, Executive Creative Director: Jeanie Caggiano
SVP, Creative Directors: Natalie Taylor, Isabela Ferreira
Associate Creative Director: Jillian Lamb
Senior Copy Writer: Garrett Vernon
Head of Production: Veronica Puc
Group Executive Producer: Denis Giroux
SVP, Executive Producer: Juan Woodbury
VP, Celebrity Services Director: Peggy Walter
Associate Producer: Chris Totzke
Music Producer: Chris Clark
SVP, Account Director: Bianca Bradford
Account Director: Megan Meyer
Account Executive: Brooke Feigenbaum
PR Agency: MSL Group
Managing Director: Amy Cheronis
SVP, Communications Director: Lynsey Elve
Account Supervisor: Lily Merritt
Senior Account Executive: Kelsey Costales
Account Executive: Lauren Rasch
Production Company: M ss ng P eces
Executive Producer: Edward Grann
Director: Stacey & Anthony
DP: Dan Stewart
Line Producer: Mike Prall
Editor: Nikki Vapensky
Assistant Editor: Carly Mirro
Executive Producer: Don Avila
Post Producer: Samm Smith
VFX & Finish: Jim Annerino
Colorist: Mike Matusek
Audio Company: Another Country
Sound Engineer: John Binder
Audio Assistant: Josh Hunnicutt
Executive Producer: Tim Konn
Producer: Louise Rider
Music Studio: Squeak E. Clean
Music Studio Executive Producer: Jocelyn Brown
Composer: Justin Hori
Source: Leo Burnett
Contact Colin Costello at email@example.com or follow him on Twitter @colincostello10.