The multiple grand slam winning tennis super star contrasts bruises and broken bones with the ‘invisible weapon’ that you can’t see in a new campaign by the Allstate Foundation highlighting the financial abuse of women by their partners
Williams appears in and narrates the hero spot for the insurance brand’s ‘Purple Purse’ campaign.
In addition to the PSA and its amplification across the brand’s various social channels
as well as a media partnership with USA Today
The signs of financial abuse are rarely seen. Today, @USATODAY debuted the @AllstateFDN #PurplePurse video, "Invisible Weapon," featuring @SerenaWilliams, which sheds a light on the control tactic trapping victims in abuse. Read the story and see the video https://t.co/HVuQt2JyYH pic.twitter.com/vODTAReU0i
— Purple Purse (@PurplePurse) October 3, 2018
and Elle magazine,
The 2018 #purplepurse, designed by @serenawilliams, debuted in @ELLEmagazine today. Read about the purse & Serena's inspiration to get involved. Follow us to find out how to win one of these exclusive purses during the @AllstateFDN Purple Purse Challenge. https://t.co/cEldrGgDBC pic.twitter.com/WHmpqT7Qyt
— Purple Purse (@PurplePurse) October 2, 2018
The initiative, which was developed in tandem with agency Leo Burnett Chicago, also saw Williams design a limited-edition purple backpack to help raise funds for the cause.
It will be given away weekly to participants who donate $10 or more to the Allstate Foundation Purple Purse Challenge.
Did you know a $10 donation through the @AllstateFDN #PurplePurse Challenge gives you a chance to win an exclusive @serenawilliams' designed #purplepurse? Read the rules and donate here: https://t.co/rLIFaTXAQI pic.twitter.com/8wDaqH8UTs
— Purple Purse (@PurplePurse) October 5, 2018
All the money raised through this cause sweepstakes and all related fundraising efforts during the challenge will be handed over to not-for-profits which offer services (such as financial aid and counseling, emergency shelter, and transportation) to domestic violence survivors and their families.
Participating non-profits will also receive backpacks to use for fundraising.
October is National Domestic Violence Awareness Month. Tomorrow is the start of the @AllstateFDN Purple Purse Challenge! Follow along and join us in empowering domestic violence organizations and the survivors they serve. pic.twitter.com/FYFmP7JWZI
— Purple Purse (@PurplePurse) October 1, 2018
The campaign and the annual Purple Purse Challenge coincides with National Domestic Violence Awareness Month.
Comment:
Her tennis is at a level beyond anything ever seen in the women’s game and despite her recent volatile on court behavior at the US Open, Serena Williams has become the go-to sports spokesperson for issues affect women – from motherhood, through health issues and abuse.
This campaign comes hot on the heels of her appearance singing ‘I Touch Myself’ for an Australian campaign for Breast Cancer Awareness by JWT and Berlei (see case study) as well as motherhood focused campaigns from the likes of JP Morgan Chase (see case study), Beats (see case study) and Gatorade (see case study).
While Leo Burnett has been the longtime creative agency for the Allstate Foundation and other notable work includes the dramatic ‘America’s Largest Prison Break’ which told the story of how one woman escaped from her abusive husband by saving up small amounts of cash over 700 days.
Links:
Purple Purse
https://www.crowdrise.com/PurplePurseChallenge
https://twitter.com/PurplePurse
https://www.facebook.com/purplepurse
https://www.instagram.com/allstatepurplepurse/
Allstate
https://www.youtube.com/Allstate
https://www.instagram.com/allstate/
https://www.pinterest.com/allstate/
https://www.facebook.com/Allstate
https://www.linkedin.com/company/allstate/
Leo Burnett Chicago
https://leoburnett.us/chicago/
