Allstate Foundation: Signs by Leo Burnett

This US Open season, all eyes are on Serena Williams — and her eyes are on ending domestic violence. Allstate Foundation Purple Purse and third-year program ambassador Serena Williams launched a new film to educate the public on financial abuse, a control tactic present in 99% of all domestic violence cases, but that nearly 50% of Americans aren’t aware exists.

'Signs' brings the often hard-to-see indicators of the issue into the light by positioning Williams within the experience of a financial abuse victim. Viewers witness Williams traverse through a maze-like setting, blocked at every turn by some of the most common signs of financial abuse. These jarring barriers to her freedom are daily obstacles for victims, illustrating why they often can’t “just leave.” The film ends with an important rallying cry to learn the signs of abuse and start critical conversations to help the millions who remain trapped by this experience in real life.

This PSA is the first initiative under the Foundation’s new campaign, 'Know Financial Abuse, No Domestic Violence,' aimed at driving increased public engagement on this pervasive issue through a sharp focus on financial abuse education. The campaign will ramp up in October, National Domestic Violence Awareness Month, with additional film content and opportunities to connect with survivors and financial empowerment experts.