Allstate 's Purple Purse program sought to increase awareness of domestic violence, specifically financial abuse. According to National Network to End Domestic Violence, financial abuse is experienced by 98% of domestic violence victims and is a way for the abuser to control the victim. Financial abuse includes:forbidding the victim to work, not allowing the victim access to bank accounts, controlling how all of the money is spent, and sabotaging work or employment opportunities. According to Safe Horizon, a domestic violence shelter in New York,one woman out of every four will experience domestic violence in her life, and the United States Department of Housing and Urban Development has found that domestic violence is the third leading cause
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Since they identified Hispanic people as a demographic most likely to recognize the serious nature of financial abuse, they created a message on multiple platforms specifically for that demographic.
The campaign was an overall success. As a result of the “Purple Purse Challenge,” nonprofits were able to raise 2.5 million dollars for programs and services to financially empower domestic violence victims. They garnered over 23,000 media placements that included Good Morning America, MSNBC, and CNN. They also established a continuing conversation regarding domestic violence and financial abuse across social media platforms using the hashtag #PurplePurse.
I would recommend they used more Celebrities to endorse their foundation. A wider range of celebrities could increase the markets they would potentially reach. with Kerry Washington being an actress they could branch out into other fields, such as the music industry and professional sports players. This would allow them more options for their controlled media and more demographics to spread their message to. I would also recommend having a Hispanic celebrity endorsement. With Hispanics being the largest demographic to recognize financial abuse having a celebrity endorsement that reflect that would be very beneficial when reaching out to that demographic. The tactics already in place to reach Hispanic people would be more effective with an endorsement from a celebrity well known in that market. Another way they could improve their campaign would be to host a wider variety of events. while Fashion week is a very well known event, it is not very accessible to many people. With a Wider array of events they would expand their target
Since they identified Hispanic people as a demographic most likely to recognize the serious nature of financial abuse, they created a message on multiple platforms specifically for that demographic.
The campaign was an overall success. As a result of the “Purple Purse Challenge,” nonprofits were able to raise 2.5 million dollars for programs and services to financially empower domestic violence victims. They garnered over 23,000 media placements that included Good Morning America, MSNBC, and CNN. They also established a continuing conversation regarding domestic violence and financial abuse across social media platforms using the hashtag #PurplePurse.
I would recommend they used more Celebrities to endorse their foundation. A wider range of celebrities could increase the markets they would potentially reach. with Kerry Washington being an actress they could branch out into other fields, such as the music industry and professional sports players. This would allow them more options for their controlled media and more demographics to spread their message to. I would also recommend having a Hispanic celebrity endorsement. With Hispanics being the largest demographic to recognize financial abuse having a celebrity endorsement that reflect that would be very beneficial when reaching out to that demographic. The tactics already in place to reach Hispanic people would be more effective with an endorsement from a celebrity well known in that market. Another way they could improve their campaign would be to host a wider variety of events. while Fashion week is a very well known event, it is not very accessible to many people. With a Wider array of events they would expand their target