Allstate Foundation Puts Spotlight on Financial Abuse in Purple Purse Campaign
Leo Burnett Chicago creates an empowering short film, “America’s Largest Prison Break,” to call attention to why women in abusive relationships can’t “just leave.”
One in four American women will experience domestic violence within her lifetime. And in 99 percent of domestic violence cases, the victim will also experience financial abuse; she will be denied access to money or transportation or have her credit ruined due to an abusive partner. It is the No. 1 reason why victims stay in or return to their abusive relationships. In this way, financial abuse imprisons its victims within their abusive homes and has, in effect, created the largest women’s prison in America.
This key insight is at the center of a new online film by Leo Burnett Chicago for the launch of Allstate Foundation Purple Purse’s latest campaign, #FreeToWalk. Now in its 12th year, Purple Purse continues to lead the movement to end domestic violence through financial empowerment. This year’s campaign, #FreeToWalk, centers on the idea that the ability to walk away from abuse is often a privilege denied to victims of financial abuse.
“America’s Largest Prison Break” brings to life the true story of how Lori, a mother from Michigan, escaped her abusive relationship. For two years, Lori secretly added small amounts of cash to her grocery store checks. She then took the rolled-up single bills and inserted them into empty tampon applicators, hiding them in a box in her bathroom until she had saved enough money to file for divorce.
The short online film is a dramatic interpretation of Lori’s 700-day journey to freedom, depicting her fear, isolation and eventual escape. The spot highlights both the severity of financial abuse for its victims and its prevalence in American households.
To learn more about Allstate Foundation Purple Purse, visit PurplePurse.com.