“The Lost Purse Project”
{activation, experiential, film}

1 in 4 women in America will experience domestic violence in her lifetime, and 99% of domestic violence cases include financial abuse. In fact, it's the #1 reason victims can't leave their abusers.

The Allstate Foundation Purple Purse is an initiative aimed at ending domestic violence through financial empowerment.

To help build awareness of the issue, we created a social experiment where real people discovered the "lost purse" of an abuse victim. Using hidden cameras, we captured how they reacted once they knew.

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