Serena Williams Shows What Financial Abuse Looks Like in Allstate Foundation Purple Purse Initiative


By The Chicago Egotist / /

As she heads to yet another final at the US Open, tennis star Serena Williams appears in a film designed to educate the public on the signs of financial abuse. The new campaign marks the third year that Williams has served as ambassador for the Allstate Foundation Purple Purse  initiative which addresses domestic violence.

According to the Purple Purse foundation, financial abuse is a control tactic present in 99% of all domestic violence cases, but that nearly 50% of Americans aren’t aware exists. 

Created by Leo Burnett Chicago, “Signs” brings the often hard-to-see indicators of financial abuse into the light by positioning Williams within the experience of a financial abuse victim. Viewers witness Williams traverse through a maze-like setting, blocked at every turn by some of the most common signs of financial abuse. These jarring barriers to her freedom are daily obstacles for victims, illustrating why they often can’t “just leave.” The film ends with an important rallying cry to learn the signs of abuse and start critical conversations to help the millions who remain trapped by this experience in real life.

This PSA is the first initiative under the Foundation’s new campaign, “Know Financial Abuse, No Domestic Violence,” aimed at driving increased public engagement on this pervasive issue through a sharp focus on financial abuse education. The campaign will ramp up in October, National Domestic Violence Awareness Month, with additional film content and opportunities to connect with survivors and financial empowerment experts. 


Executive Creative Director: Mikal Pittman

Senior Art Director: Tufan Guzeloglu

Senior Copywriter: Dina Facklis

Copywriter: Juliet Fennell

EVP, Account Director: Debbie Myszynski

Account Director: Leti Freytes

Account Supervisor: Kelly Clark

Account Executive: Daney Ramirez

Senior Producer: Kimberly Cowie

VP, Director, Celebrity Services: Peggy Walters



Managing Director: Amy Cheronis

SVP, Communications Director: Lynsey Elve

Senior Account Supervisor: Lily Merritt

Account Supervisor: Kelsey Costales

Senior Account Executive: Lauren Rasch



Director: Sasha Levinson

Managing Director: Nancy Hacohen

Senior Executive Producer: Laura Macauley

Producer: Patti Getker



Editor: Angelo Valencia

Producer: Joanna Woods

Sound Design: Marina Killion

Color: Paul Galati


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