In what could be considered a timely marketing and awareness move by Allstate for a cause that’s recently garnered more media attention, Scandal star Kerry Washington has joined with The Allstate Foundation to raise awareness about domestic violence and the critical role that financial abuse plays in domestic violence situations. Washington is serving as the national ambassador for Allstate Foundation Purple Purse, the signature initiative that gets Americans motivated to combat domestic violence.
Washington’s role as ambassador includes designing a limited-edition purple purse that will be distributed among community leaders, Allstate agency owners, Purple Purse community partners that work directly with survivors, celebrities and media to raise awareness for the cause. The purse represents the center of a woman’s financial domain and purple is the color of national domestic violence awareness. The Allstate Foundation is also distributing Purple Purse charms through Purple Purse Challenge participants to attach to a bag or purse and show support year-round. Washington also filmed a special Public Service Announcement featuring the purse and creating a call to action for Americans to get informed and involved.
“A purse is where a woman’s power lives. I am really proud of this bag, and having the opportunity to design a fashion statement that carries such an important message,” said Washington. “Financial control is almost always a weapon of choice for abusers because when a victim’s access to cash is taken away or her credit is destroyed or even her employment is jeopardized, it becomes nearly impossible for her to leave.”
“The Allstate Foundation wants to make it acceptable—even fashionable—to talk about domestic violence. Only by pulling back the curtain and getting involved can we ensure that victims can escape to a safer and brighter future,” said Tom Wilson, chairman, president and CEO of Allstate. “It shouldn’t take a high-profile incident in the news for us to rise up and take a stand against domestic violence. For far too long, this issue has remained in the shadows. We need to stop enabling criminals – by not letting money be a weapon of choice that, when combined with physical abuse, becomes a living nightmare for so many women in America.”
The Allstate Foundation has also released the results of a survey, Silent Weapon: Domestic Violence and Financial Abuse, to understand the attitudes Americans have about violence in relationships and the financial control that usually accompanies physical abuse. www.purplepurse.com