Allstate Promo, Case study POWER OF THE PURPLE PURSE by Fleishman Hillard

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POWER OF THE PURPLE PURSE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United States
Agency Fleishman Hillard
Designer John Kimak
Account Supervisor Kat Bockli
Released October 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: THE ALLSTATE FOUNDATION
Product/Service: CHARITABLE FOUNDATION OF ALLSTATE INSURANCE COMPANY
Agency: FLEISHMAN-HILLARD
Senior Vice President: Lisa Claybon (Fleishman-Hillard)
Senior Vice President: Darrell Jursa (Fleishman-Hillard)
Managing Supervisor: Christine Heath (Fleishman-Hillard)
Account Supervisor: Kat Bockli (Fleishman-Hillard)
Senior Vice President: Maribel Ferrer Gil (Fleishman-Hillard)
Assistant Account Executive: Melissa Payne (Fleishman-Hillard)
Assistant Account Executive: Morgan Mcdonald (Fleishman-Hillard)
Partner/Account Director: Joann Leonard (Juice Interactive)
Partner/Creative Director: Tim Rawls (Juice Interactive)
Director of Web Development: Brian Rhode (Juice Interactive)
Chief Executive Officer: Brian Wilhite (Amplify Social)
Chief Technology Officer: Matt Howland (Amplify Social)
Designer: John Kimak (Amplify Social)
Media placement: Website & Social Media Player - Countdown Launch - Incl. NYCityMama, Our Crazy Boys, Honest & Truly - 1 October 2011
Media placement: Website & Social Media Player - Program Reveal - Incl. Today, CNN En Espanol, Daily Buzz/GalTime - 10 October 2011
Media placement: Press Release - Incl.Women's Health, La Opinion, Emoney Daily, El Diario, La Tribuna Hispana - 10 October 2011
Media placement: Social Media - Incl. SheSpeaks, Macaroni Kid, CafesMom, Frilly Fabulous, Sweet Phenomena, Susie B Homemaker - 1-31 October 2011
Media placement: Local Events/TweetUps - Incl.NBC5 Chicago, ABC 33/40 Birmingham, Daily Herald, Latina Lista, El Nuevo Herald, Trib Local - 11-27 October 2011
Media placement: Employee Communications - - 10 October 2011 - Ongoing

Summary of the Campaign
Psst-we have a secret to share: the story of the Purple Purse. Pass it on.

Domestic violence affects 1 in 4 women in the US, creating fear, hopelessness and a life where every activity is watched. Too often, financial dependence confines women to abusive relationships. Since victims’ calls and internet searches are often tracked, it can be difficult to safely get help. But, the power of the Purple Purse gave women the knowledge, skills and resources to take steps towards financial freedom and leave abuse behind.

In just 7 weeks, the team launched a campaign centred on PurplePurse.com. Disguised to look like an online shopping magazine, the site featured domestic violence information and resources in a way that would appeal to women and stay under the radar of an abuser monitoring a victim’s every move.

Supported by integrated communications, Purple Purse ignited dialogue and incited action. Throughout Domestic Violence Awareness Month, thousands talked about Purple Purse and learned critical steps to get and stay safe.

Developed by The Allstate Foundation, in partnership with the YWCA, the world’s oldest and largest women’s organisation, Purple Purse became a new symbol that reinforced the importance of financial empowerment in ending domestic violence.

The campaign contributed to the success of The Foundation’s goal to empower abused women with financial knowledge. Compared to the prior year, the number of survivors taking action towards financial independence tripled; financial curriculum downloads more than quadrupled; and more than 13,000 women created a financial plan, a 495% increase.

The Situation
It’s hard to believe nearly 1in 4 women experience domestic violence during their lifetime. Research shows that lacking financial knowledge and resources are the main factors that keep victims in abusive relationships. Sadly, only half of Americans say they would know what to do to help and three out of four fail to connect domestic violence with economic entrapment. As part of a financial services company, The Allstate Foundation’s Domestic Violence Program provides survivors with the financial knowledge, skills and resources that they need to stay safe.

The Goal
The team conducted research that showed more than one-third of Americans have never discussed domestic violence with friends or family and that 3 out of 5 believe it is a difficult issue to discuss. Since understanding how financial independence can help prevent and address domestic violence, Purple Purse set out to:
- Raise awareness by encouraging a national dialogue on domestic violence and financial empowerment among women;
- Inspire action by energizing and activating a broader community of women to spread information on and offline with friends and family;
- Empower women with financial knowledge to help leave abuse behind.

The Strategy
To better engage women in a complex topic like the link between domestic violence and personal finance, the team knew it would take a highly creative and unexpected approach. They designed The Purple Purse symbol to represent financial empowerment and reflect the designated colour of the cause. It also served as a catalyst for conversation and a decoy to ward off abusers so women could get access to the help they need. Since a victim’s phone calls and internet searches are often tracked, the team set out to create an online resource that was disguised as an online shopping magazine in a way that would engage women, make it easier to discuss and inspire action. A series of activities and forums were created so women could safely access a wide variety of tools that would equip them with the financial knowledge and skills to leave an abusive situation behind.

Execution
In 7 weeks, the team launched a comprehensive campaign centered on a new website, PurplePurse.com. It appears as an online shopping magazine, but offers domestic violence resource and gateway to financial education, hiding in plain sight.

Online Buzz Drivers:
- Built intrigue through viral countdown that teased the ‘secret of the Purple Purse’;
- Created dynamic mini-site in a widget to post on blogs and social networks for easy sharing.

TweetUps Across the Country:
- Partnered with YWCA USA and top bloggers to organise 9 local events to explain the Purple Purse and stimulate conversation;
-Incentivised participation through an Allstate Foundation donation of $100 per attendee to the YWCA (contributed $90,000).

Employee Education:
- Emblazoned Allstate’s corporate campus with Purple Purse signs on driveways, walkways and restrooms.

Media Outreach:
- Conducted traditional and social outreach in English and Spanish to carefully-selected outlets reaching women, further extending the campaign’s reach.

Documented Results
The campaign energized a broad community both on and offline:

Raised Awareness
- Nearly 1,300 news stories, blog and event postings resulted in nearly 86m impressions;
- Educated and involved 29,000 employees.

Inspired Action
- More than 1,000 people attended Purple Purse TweetUps in 9 cities;
- More than 1,530 Tweets about Purple Purse reached 5.2m;
- More than 32,500 page views for PuplePurse.com;
- More than 1,200 people shared the social media player – equalling 115,000 impressions.

Empowered Women Financially
- The campaign contributed to the overall success of The Foundation’s goal by empowering nearly 40,000 survivors with financial knowledge; nearly 3 times more than the previous year;
- Financial curriculum linked to on PurplePurse.com was downloaded nearly 16,000 times; 4 times more than the 2010 total;
- Thanks in part to the Purple Purse campaign, 13,000 women created a financial plan, a 495% increase from 2010.