Expand public understanding of relationship abuse and financial abuse, while advancing an empowered survivor narrative, particularly within the BIPOC community which is disproportionately affected.
The Allstate Foundation has been working to disrupt the cycle and reduce the prevalence of domestic violence for nearly 20 years, investing nearly $90M in the cause. We leveraged this expertise to drive education and action to support survivors of domestic violence. Nearly all survivors experience financial abuse, yet 78% of Americans don't recognize it as a sign of domestic violence. How can identifying the early signs of financial abuse prevent further domestic violence?
To help raise awareness and action around this important issue, Vox Media, The Allstate Foundation, and Hello Sunshine dove into the prevalence, importance, and impact of financial abuse. We created 1x long-form Explainer video, living on Vox and pushed out across our networks in addition to a 3x social-first series optimized for TikTok to reach an additional audience of engaged viewers across NowThis’ platform.
The longform video features the expertise of Sharisse Kimbro, Program Officer at The Allstate Foundation and Sonya Passi, CEO of FreeFrom, a nonprofit dedicated to helping survivors of domestic violence.
The foundation of the video is survivor Neisha Himes, who shares her powerful story and the aspects of financial abuse that she experienced personally, Importantly, she also shares how with support, she has gone on to thrive and be a voice for others facing domestic violence.
The shorter cuts are tailored to each platform, and feature a mix of storytelling, statistics and calls to action best positioned to motivate audiences.
With the objectives being to raise awareness and drive viewers to take action to support survivors, we looked at how our audience consumed and engaged with the content, and how this content impacted people’s likelihood to take action and any changed perceptions as a measurement for success.
From a strictly media standpoint, the videos were viewed over 3.7M times, with over 10.5 thousand people clicking out to the National Domestic Violence Hotline and FreeFrom, pages where users can directly support survivors of domestic violence and learn even more about steps they can take to get support for themselves or others.
Through our measured brand study we were able to conclude with statistical significance that people exposed to the video content were more likely to not only discuss financial abuse with a family member or friend, but also provide financial support to someone experiencing an abusive relationship. On top of that, exposed viewers were significantly more likely to understand the signs of financial abuse and would know how to help if they see it, and believed that The Allstate Foundation was a positive influence on society with their actions.
Our content together directly educated people while increasing awareness of financial abuse, while showcasing the great work that The Allstate Foundation is doing to help.
