when faced with domestic
and financial abuse
This past June, Reel Chicago reported on the Allstate Foundation “Purple Purse” – an initiative aimed at ending domestic violence through financial empowerment – aligning itself with tennis champion and philanthropist, Serena Williams.
Now, Leo Burnett has created a smack-you-in-your-face experiential 2:40-minute piece, titled “Lost Purse,” about what happens when people come face-to-face with abuse, both domestic and financial, which is not really spoken of.
It turns out that this experimental film from Burnett actually was released in 2017. The Reel realizes its error. But we also always will recognize great, thought-provoking work from our agencies in Chicago. And that includes this piece that we just noticed.
Domestic and financial abuse of women was relevant in 2017 and even more relevant now after the #Metoo movement.
Nearly eight in 10 Americans (78 percent) are unaware that financial abuse is a form of domestic violence. To address this lack of awareness, The Allstate Foundation launched the short film, “Lost Purse.”
The film provides a glimpse into the life of a domestic violence victim through her lost purse. It shines a light on the role financial abuse plays in keeping women trapped in domestic violence situations and explores how people react when faced with an opportunity to help a victim.
Imagine climbing into a Lyft, you’re going about your business and then you find a purse on the floor. You tell the driver that someone left their belongings, and then the phone suddenly buzzes. It’s a text. You read it and are immediately submerged into a fictional woman’s life – a fictional woman who is being abused. Watch the film, directed by Rival School Pictures’ Andrew Lane:
“Our purpose at Allstate is to help people live their best lives, and that means continuing to raise awareness of domestic violence and empowering survivors to regain their financial independence,” said Vicky Dinges, Allstate’s senior vice president of corporate responsibility. “We are thrilled to welcome Serena, a longtime advocate and role model for so many, to the Purple Purse family.” She added, “Her (Williams) voice will bring new audiences into this critical conversation. Domestic violence won’t go away on its own. We need everyone’s voices – men’s and women’s – to stand up to abusers and speak on behalf of victims because no woman deserves to live in fear.”
The film successfully shows how real people respond when directly confronted with domestic violence and financial abuse. The participants’ reactions illustrate how we, as a society, think, talk and ultimately act when faced with this issue. And quite frankly, gives me hope for us as a people. What would you do in this situation?
Bravo, Burnett – whether it was this year or last.
Advertising Agency: Leo Burnett, USA
Chief Creative Officer: Britt Nolan
Executive Creative Directors: Mikal Pittman, Jon Wyville, Dave Loew
Associate Creative Directors: Donna Foster, Kristen Schwanz
Head of Production: Veronica Puc
Group Executive Producer: Denis Giroux
Senior Producer: Leah Karabenick
Music Producer: Alec Stern
Account Director: Kaitlyn Nolan
Communications Director: Lynsey Elve
Strategy Director: Ariel Tishgart
Account Supervisor: Lily Merritt
Production Company: Rival School Pictures
Executive Producer: James Blom
Director: Andrew Lane
DP: Megan Donnelly
Line Producer: Chris Lettley
Editorial: Whitehouse Post
Editor: Matthew Wood
Assistant Editor: Steve Kroodsma
Post Producer: Lauren Connolly
VFX & Color: Filmworkers
Colorist: Jeff Altman
VFX: Jeff Charatz
Post Producer: Derek Goldsmith
Recording Studio: Another Country
Recording Studio Executive Producer: Tim Konn
Sound Engineer: John Binder
Composer: Lydia Davies
Senior Account Executive: Eva Glass
Source: MSLGroup, Chicago
Contact Colin Costello at firstname.lastname@example.org or follow him on Twitter @colincostello10.