Date: Oct 2018
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The Allstate Foundation is working with tennis star Serena Williams on a public service campaign to call attention to financial abuse.

Williams is a philanthropist and Allstate Foundation Purple Purse program ambassador, and her inclusion helps raise awareness of the signs of financial abuse. ‘Invisible Weapon’ is a video that sheds light on a controlling tactic frequently used by domestic violence abusers, and one of the primary reasons victims stay in or return to abusive relationships. The urgent call for support for domestic violence survivors coincides with the start of the Allstate Foundation Purple Purse Challenge, which runs through Oct. 31.

Propelled by a powerful narrative from Williams, ‘Invisible Weapon’ dramatizes the differences between the clear visual signs of physical abuse and the invisible signs of financial abuse, exposing the hidden challenges victims face. “If I had black eyes and broken bones, you’d notice…if I had marks on my arms and fear in my voice, you’d notice…but what about the abuse you can’t see?” asks the voice over. The video closes with a call-to-action for people to help empower survivors in their communities.

From restrictions on spending to ruined credit, the signs of financial abuse are often invisible, and many people don't even know it exists. According to a 2018 national public opinion survey conducted by The Allstate Foundation, nearly 50% of respondents are unaware that financial abuse is a form of domestic violence.

The organization directs the public to take action by donating to domestic violence nonprofits through the Allstate Foundation Purple Purse Challenge on It states that many of these organizations are faced with immense funding challenges. On a single day in 2017, more than 11,000 calls for help from domestic violence victims went unanswered due to the lack of nonprofit resources and staff to address the victims' needs, according to the release. Championed by The Allstate Foundation, nearly 300 domestic violence nonprofits from across the US are participating in the 2018 Allstate Foundation Purple Purse Challenge. Now in its fifth year, the annual fundraiser coincides with National Domestic Violence Awareness Month. Funds raised by participating nonprofits will go toward providing life-changing services for survivors and their families, such as financial aid and financial empowerment, emergency shelter and child care, and food and transportation.


Agency: Leo Burnett Chicago

CCO: Britt Nolan

EVP, Executive Creative Director: Jeanie Caggiano

SVP, Creative Directors: Natalie Taylor, Isabela Ferreira

Associate Creative Director: Jillian Lamb

Senior Copy Writer: Garrett Vernon

Head of Production: Veronica Puc

Group Executive Producer: Denis Giroux

SVP, Executive Producer: Juan Woodbury

VP, Celebrity Services Director: Peggy Walter

Associate Producer: Chris Totzke

Music Producer: Chris Clark

SVP, Account Director: Bianca Bradford

Account Director: Megan Meyer

Account Executive: Brooke Feigenbaum


Managing Director: Amy Cheronis

SVP, Communications Director: Lynsey Elve

Account Supervisor: Lily Merritt

Senior Account Executive: Kelsey Costales

Account Executive: Lauren Rasch


Production Company: M ss ng P eces

Executive Producer: Edward Grann

Director: Stacey & Anthony

DP: Dan Stewart

Line Producer: Mike Prall


Editorial: Hootenanny

Editor: Nikki Vapensky

Assistant Editor: Carly Mirro

Executive Producer: Don Avila

Post Producer: Samm Smith

VFX & Finish: Jim Annerino

Color: Nolo

Colorist: Mike Matusek

Audio Company: Another Country

Sound Engineer: John Binder

Audio Assistant: Josh Hunnicutt

Executive Producer: Tim Konn

Producer: Louise Rider

Music Studio: Squeak E. Clean

Music Studio Executive Producer: Jocelyn Brown

Composer: Justin Hori