In her latest PSA for the Allstate Foundation Purple Purse, ambassador Serena Williams wanders lost in a maze of neon signs, highlighting the warning signs of financial abuse.
The ad, by Leo Burnett Chicago, aims to show some of the common signposts of this often hidden form of abuse, bringing the often hard-to-see indicators of the issue into the light. They include partners denying women access to bank accounts, taking control of paychecks and demanding receipts for "every little things you buy." The ad, directed by Tool's Sasha Levinson, shows a fearful-looking Williams frustrated and blocked at every turn by the glaring signs, and informs us that they're often one of the reasons victims of domestic violence can't just leave.
The PSA is the first initiative under the Foundation’s new campaign, “Know Financial Abuse, No Domestic Violence,” aimed at driving increased public engagement on the issue. 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.