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.
ADVERTISING AGENCY: LEO BURNETT CHICAGO
Executive Creative Director: Mikal Pittman
Senior Art Director: Tufan Guzeloglu
Senior Copywriter: Dina Facklis
Copywriter: Juliet Fennell
EVP, Account Director: Debbie Myszynski
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Account Executive: Daney Ramirez
Senior Producer: Kimberly Cowie
VP, Director, Celebrity Services: Peggy Walters
PR AGENCY: MSLGROUP CHICAGO
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PRODUCTION: TOOL OF NORTH AMERICA
Director: Sasha Levinson
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Senior Executive Producer: Laura Macauley
Producer: Patti Getker
Editor: Angelo Valencia
Producer: Joanna Woods
Sound Design: Marina Killion
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