Serena Williams highlights financial abuse in a PSA for Allstate's Purple Purse

Tennis champion contrasts bruises and broken bones with the 'invisible weapon' that you can't see

Published On
Oct 09, 2018

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Her behavior on court may be volatile, but it seems Serena Williams is fast becoming the go-to spokesperson for issues that affect women's lives -- from motherhood to health issues to abuse.

Hot on the heels of her appearance singing "I Touch Myself" for an Australian campaign for Breast Cancer Awareness, the tennis champion now narrates a spot for the Allstate Foundation's Purple Purse campaign, which highlights financial abuse of women by their partners. In it, Williams points out that if "I limped onto the court, you'd notice." As you would if she had broken bones or bruises. In contrast, she says, financial abuse is an "invisible weapon." 

In addition to the PSA, which is by Leo Burnett Chicago, Williams has also designed a limited-edition purple backpack to help raise funds for the cause. The campaign is running this month for National Domestic Violence Awareness Month.

Leo Burnett has long created riveting work for the Allstate Foundation, including a dramatic film, "America's Largest Prison Break," which documented how one woman escaped from her abusive husband by saving up small amounts of cash over a period of 700 days. 


Oct 09, 2018
Agency :
Leo Burnett-Chicago
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Britt Nolan
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