Situation Analysis

One in four women will experience domestic violence in her lifetime, regardless of socio-economic background or ethnicity. And in 99 percent of domestic violence cases, victims will also experience financial abuse – a devastating control tactic and one of the main reasons victims stay in or return to their abusive partners or relationships.

Since 2005, Allstate Foundation Purple Purse has sought to bring financial abuse out from the shadows, and provide victims with support to break free and remain free from their abusers. The agency's public relations efforts in recent years have made great strides in repositioning the program in the public eye and driving more awareness than ever before for the issue. However, with nearly half of the public still unaware of financial abuse as a form of domestic violence and general consumer awareness of The Allstate Foundation's involvement in this space at only 18 percent, we were tasked to take our efforts a bold step further. We needed to position Allstate Foundation Purple Purse as the thought leader and key resource in the economic empowerment space, while continuing to drive public awareness of and engagement with the issue.