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Allstate Marketing Serena Williams

Serena Williams illuminates the invisible signs of domestic abuse in Allstate Foundation spot


By Ellen Ormesher, Senior Reporter

August 22, 2019 | 3 min read

The Allstate Foundation, a charity that works to create more prosperous communities by breaking the cycle of domestic abuse, has released its latest campaign starring its ambassador, the tennis champion and philanthropist, Serena Williams, just in time for the US Open.

Serena Williams

Serena Williams illuminates the invisible signs of domestic abuse in latest from The Allstate Foundation

The spot, ‘Signs’, was released under the charity’s Purple Purse program, which seeks to end financial abuse.

In the spot, Williams navigates a maze-like setting riddled with some of the most common signs of financial abuse victims face in their daily lives. The film concludes with a plea to the public to recognize the signs of abuse and begin a national conversation that might help the millions of people who are trapped in abusive relationships.

The signs of financial abuse are often invisible, from extreme restrictions on spending to blocked access to bank accounts or ruined credit. Nearly 50% of Americans are unaware that financial abuse is a form of domestic violence, and nearly one-third find the topic of domestic violence taboo – up 10% since 2014 – according to a 2018 national survey by The Allstate Foundation.

"I am a longtime champion of standing up for what you believe in, and I am proud to use my voice for anyone who can't use theirs," said Williams about the campaign.

"I hope this piece helps put a spotlight on the hidden signs of financial abuse, sparks meaningful conversations with loved ones and creates an understanding that we need to be advocates and allies for those around us."

This is not William’s first time working with the charity. In 2018 she was the face of their ‘Invisible Weapon’ campaign, which focused on the controlling tactics frequently used by domestic abusers and the reasons why victims might choose to stay in or return to abusive relationships.

"Not all abuse is visible. Unlike the marks and bruises of physical violence, the signs of financial abuse can be difficult to see – even for victims experiencing it," said Ellen Lisak, Allstate Foundation senior program officer. "With the help of Serena and our advocates across the country, we hope to raise awareness of the issue of financial abuse, remove the stigma and begin a much-needed dialogue."

Allstate Foundation: Signs by Leo Burnett

By Allstate Foundation

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