A ‘Lost Purse’ Sheds Light on an Invisible Form of Domestic Abuse
Allstate Foundation Purple Purse unveils its 2017 campaign with a new film by Leo Burnett and partnership with Serena Williams
Financial abuse is an often-unrecognizable form of domestic abuse that involves tactics such as ruining a victim’s credit or limiting his or her access to money. It occurs in 99 percent of all domestic violence cases; yet, nearly eight in 10 Americans (78%) are unaware that financial abuse is even a form of domestic violence.
To help change that alarming statistic, Leo Burnett Chicago launched “Lost Purse” for Allstate Foundation Purple Purse, a social experiment and online film aimed at raising awareness of financial abuse. Created alongside MSLGROUP Chicago, the film seeks to increase public understanding of this underexposed issue by giving viewers a glimpse into the life of a domestic violence victim through her lost purse.
In the film, unsuspecting Lyft passengers find a lost purple handbag. Soon, a phone inside the purse begins to ding repeatedly with increasingly aggressive text messages, which shock the riders. Eventually, each passenger meets up with the owner to return her purse and, in doing so, is faced with the decision whether to take action to help her. “Lost Purse” shows how real people respond when directly confronted with domestic violence and financial abuse, and ends by asking viewers to learn more about how to help victims and survivors.
The film marks the launch of Purple Purse’s 2017 campaign, which also includes the announcement of Serena Williams as the program’s new ambassador. Already a longtime philanthropist, Williams will use her voice and influence to spread awareness of the issue of financial abuse.
In the press, “Lost Purse” has received attention from trade and mass media outlets alike, including CNN, Mic, Ad Age's Creativity and Elite Daily, which calls the film “sobering” and “the perfect visual to show how financially abusive relationships play out in real life.”
“Lost Purse” was directed by Andrew Lane, who is considered a hidden-camera expert and is responsible for TV series such as ABC’s “What Would You Do?” The music for the film was composed by Lydia Davies, who is known most recently for creating the trailer scores for “Wonder Woman” and “Beauty and the Beast.”
For more information on Allstate Foundation Purple Purse, and its tools and resources to combat financial abuse, visit PurplePurse.com.