October 3, 2018
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Serena Williams lends her voice to help end domestic abuse

Fifth annual Allstate Foundation Purple Purse Challenge kicks off with PSA featuring the tennis champion urging action to support survivors of domestic violence

As a world-class athlete and competitor, Serena Williams is a portrait of strength and determination. As a fighter for women’s rights and equity, her voice is resonant on the tennis court and in pop culture. Now, the 23-time Grand Slam Champion is using her voice to help end domestic abuse.

In a new public service announcement video, launched today by The Allstate Foundation, Williams aims to bring awareness to financial abuse, a controlling tactic frequently used by domestic violence abusers and one of the primary reasons victims stay in or return to abusive relationships. The urgent call for support for domestic violence survivors coincides with the start of the Allstate Foundation Purple Purse® Challenge, which takes place Oct. 2 – 31.

The video illustrates the hidden nature of domestic financial abuse. Williams compares the scars of domestic violence with the ones you can’t see.

The video drives home the severity of the issue with a startling figure: financial abuse occurs in 99 percent of domestic violence cases. It closes with a call-to-action for people to help empower survivors in their communities.

“For more than a decade, The Allstate Foundation has put a spotlight on this devastating issue, stood up for the victims who have been silenced, and given hope to the survivors trying to break free,” said Vicky Dinges, Allstate’s senior vice president of corporate relations. “Everyone needs to care about this pervasive issue. With Serena joining us to deliver this important message … we hope more men and women will speak up about domestic violence and financial abuse and be compelled to end it—once and for all.”

Allstate Foundation Purple Purse ambassador Serena Williams designed a limited-edition purple purse for the 2018 Purple Purse Challenge

From restrictions on spending to ruined credit, the signs of financial abuse are often invisible, and many people don’t even know it exists.

“I’m proud to speak up for women who can’t use their voices, and let them know we’re working to end the cycle of abuse,” said Williams.

One way the public can take action is by donating to domestic violence nonprofits through the Allstate Foundation Purple Purse Challenge on PurplePurse.com.

Championed by The Allstate Foundation, nearly 300 domestic violence nonprofits from across the U.S. are participating in the 2018 Allstate Foundation Purple Purse Challenge. Now in its fifth year, the annual fundraiser coincides with National Domestic Violence Awareness Month. Funds raised by participating nonprofits will go toward providing life-changing services for survivors and their families, such as financial aid, emergency shelter, child care, food, and transportation.

To support the nonprofits’ fundraising efforts, Williams designed a limited-edition purse. This year’s unique design is a suede and leather purple backpack, a first of its kind for Allstate Foundation Purple Purse.

“A purse is symbolic of a woman’s financial domain. We’re thrilled Serena Williams took that to heart when designing the purse for the 2018 Allstate Foundation Purple Purse Challenge, and we’re confident it will encourage an even greater number of people to get involved and support the participating nonprofits,” said Dinges.

A select number of donors will win a Williams-designed purple purse during weekly sweepstakes. Every $10 donation made through the Allstate Foundation Purple Purse Challenge website will represent one entry into the weekly sweepstakes.

In addition to the money that domestic violence nonprofits raise on their own, The Allstate Foundation has dedicated nearly $800,000 in incentive grants. There will be daily and weekly fundraising challenges, and at the end of the Challenge, the nonprofits that raised the most in their division can receive grand prizes up to $100,000.

Since the Allstate Foundation Purple Purse Challenge began in 2014, it has raised nearly $10 million for state and local domestic violence nonprofit organizations. Since 2005, The Foundation has invested more than $60 million to help empower more than 1.3 million survivors.

Learn more about The Allstate Foundation Purple Purse® Challenge here.

Find a domestic violence shelter in your area at www.domesticshelters.org.

If you or someone you know is in a domestic violence situation, call the National Domestic Violence Hotline at 1-800-799-SAFE (7233) or TTY 1-800-787-3224.

The Renewal Project

The Renewal Project is an initiative by Allstate that spotlights local innovation and celebrates community change-makers.