Allstate Foundation Purple Purse
One in four American women will experience domestic violence in her lifetime. And in 99 percent of domestic violence cases, victims will also experience financial abuse, which means their abusers deny them access to money, ruin their credit by stealing their identity or harass them at work so they lose their jobs. Financial abuse is the No.1 reason victims stay in or return to abusive relationships.
The Allstate Foundation Purple Purse provides financial training to these victims, empowering them to break free from the cycle of domestic violence.
This short online film dramatizes the real-life story of Lori, a domestic abuse survivor who fought her way out of her "prison" in an ingenious way. Every time she visited a grocery store, she'd add small amounts of cash to checks she wrote, which she would then take home and stash in a place her abusive husband would never find it -- inside her tampon applicators. Over a period of 700 days, she saved up enough money to leave with her children and file for a divorce. With everyone's help, we can help more women break free from their own "prisons."
Online Film - "America's Largest Prison Break"
Some PR Love
The film generated some press on channels primarily targeted to women, like Huff Po, People Mag, and also on ad-industry channels like Adweek, Creativity and so on.
We partnered with Crowdrise for the donation component. Help fund America's largest prison break here.