Case Studies Analysis Paper: Allstate Foundation Purple Purse
Since 1952, The Allstate Foundation has dedicated resources to many causes. The foundation now focuses on causes that deal with domestic violence, youth empowerment and teen safe driving. As a focus on the domestic violence issue, The Allstate Foundation established Purple Purse. The purpose of Purple Purse is to increase the conversation about domestic violence and financial abuse. According to the Allstate Foundation Purple Purse campaign, the needs of domestic abuse survivors were not being met. The goals of this program involved increased funding to organizations that assist these survivors. Communication outreach is a necessity because of the low number of discussions being …show more content…
Source credibility was met through the use of uncontrolled media, public figures, local agency owners, and national survey research. Having agency owners give statements about women they have helped through Purple Purse allows the program to be viewed as credible on a local level. People are more likely to believe in announcement made by those close to home. The use of public figures also assisted in building credibility. Having Kerry Washington be the face of such a program increases how trusting viewers are. Kerry Washington has a positive reputation and those that follow her are more likely to get on board with the cause she represents. The use of dignitaries District Attorney Cyrus Vance and Executive Director of the NY State Office for the Prevention of Domestic Violence Gwen Wright also contribute to the credibility portion of communication. These officials are seen as trusting because they have high status within their …show more content…
By designating a specific meaning to an inanimate object, The Allstate Foundation is able to consistently remind the public of the cause. The theme of the purse was derived by the idea that The Allstate Foundation can assist women in regaining power of their purse. Also utilized were the kits distributed, Purple Purse charms, Purple Purse tassels and other collateral. By positioning themselves at New York City during Fashion Week, the launch of the new program introduced the purple purse as a statement piece. Not only did this campaign successfully use the purple purse as a nonverbal cue but also achieved visibility with their logo. The logo includes the name and a small purple purse graphic. Throughout the site you also see the use of the Allstate logo as a reminder of which company produced the Purple Purse. Salient information was delivered through many mediums. The use of statistics in Kerry Washington’s Purple Purse public service announcement serve as key messages. This key message is a verbal cue produced by the organization. “I am Kerry Washington. One in four women will be a victim of domestic violence. Financial abuse is almost always the weapon of choice.” This alarming statistic strikes a responsive chord, motivating viewers. Along with this PSA, the Purple Purse website is presents the research found by a national survey called “Silent Weapon: Domestic Violence and Financial Abuse.” These statistics
Since 1952, The Allstate Foundation has dedicated resources to many causes. The foundation now focuses on causes that deal with domestic violence, youth empowerment and teen safe driving. As a focus on the domestic violence issue, The Allstate Foundation established Purple Purse. The purpose of Purple Purse is to increase the conversation about domestic violence and financial abuse. According to the Allstate Foundation Purple Purse campaign, the needs of domestic abuse survivors were not being met. The goals of this program involved increased funding to organizations that assist these survivors. Communication outreach is a necessity because of the low number of discussions being …show more content…
Source credibility was met through the use of uncontrolled media, public figures, local agency owners, and national survey research. Having agency owners give statements about women they have helped through Purple Purse allows the program to be viewed as credible on a local level. People are more likely to believe in announcement made by those close to home. The use of public figures also assisted in building credibility. Having Kerry Washington be the face of such a program increases how trusting viewers are. Kerry Washington has a positive reputation and those that follow her are more likely to get on board with the cause she represents. The use of dignitaries District Attorney Cyrus Vance and Executive Director of the NY State Office for the Prevention of Domestic Violence Gwen Wright also contribute to the credibility portion of communication. These officials are seen as trusting because they have high status within their …show more content…
By designating a specific meaning to an inanimate object, The Allstate Foundation is able to consistently remind the public of the cause. The theme of the purse was derived by the idea that The Allstate Foundation can assist women in regaining power of their purse. Also utilized were the kits distributed, Purple Purse charms, Purple Purse tassels and other collateral. By positioning themselves at New York City during Fashion Week, the launch of the new program introduced the purple purse as a statement piece. Not only did this campaign successfully use the purple purse as a nonverbal cue but also achieved visibility with their logo. The logo includes the name and a small purple purse graphic. Throughout the site you also see the use of the Allstate logo as a reminder of which company produced the Purple Purse. Salient information was delivered through many mediums. The use of statistics in Kerry Washington’s Purple Purse public service announcement serve as key messages. This key message is a verbal cue produced by the organization. “I am Kerry Washington. One in four women will be a victim of domestic violence. Financial abuse is almost always the weapon of choice.” This alarming statistic strikes a responsive chord, motivating viewers. Along with this PSA, the Purple Purse website is presents the research found by a national survey called “Silent Weapon: Domestic Violence and Financial Abuse.” These statistics