Williams Designs Backpack And Fronts Financial Abuse PSA For Allstate Foundations’s Purple Purse Challenge - Activative Campaign Of The Week

Powered by Activative > Sponsorship Activation + Rights Holder Marketing Intelligence (www.activative.co.uk)

The multiple grand slam winning tennis super star contrasts bruises and broken bones with the ‘invisible weapon’ that you can’t see in a new campaign by the Allstate Foundation highlighting the financial abuse of women by their partners.  Williams appears in and narrates the hero spot for the insurance brand’s ‘Purple Purse’ campaign.


In addition to the PSA and its amplification across the brand’s various social channels


as well as a media partnership with USA Today


and Elle magazine,


The initiative, which was developed in tandem with agency Leo Burnett Chicago, also saw Williams design a limited-edition purple backpack to help raise funds for the cause. Opportunity to purchase will be offered weekly to participants who donate $10 or more to the Allstate Foundation Purple Purse Challenge.


All the money raised through this cause sweepstakes and all related fundraising efforts during the challenge will be handed over to not-for-profits which offer services (such as financial aid and counseling, emergency shelter, and transportation) to domestic violence survivors and their families.

 Participating non-profits will also receive backpacks to use for fundraising.


The campaign and the annual Purple Purse Challenge coincides with National Domestic Violence Awareness Month.


Her tennis is at a level beyond anything ever seen in the women’s game and despite her recent volatile on court behaviour at the US Open, Serena Williams has become the go-to sports spokesperson for issues affecting women – from motherhood, through to health issues and abuse.

This campaign comes hot on the heels of her appearance singing ‘I Touch Myself’ for an Australian campaign for Breast Cancer Awareness by JWT and Berlei as well as motherhood focused campaigns from the likes of JP Morgan Chase, Beats and Gatorade.

 Leo Burnett has been the longtime creative agency for the Allstate Foundation.  Other notable work includes the dramatic ‘America’s Largest Prison Break’ which told the story of how one woman escaped from her abusive husband by saving up small amounts of cash over 700 days.



Purple Purse















Leo Burnett Chicago


This case study originally appeared on Activative Source: our intelligence tool featuring the most creative and effective ideas in sponsorship activation, rights holder marketing and sportsbiz campaigns from around the world. Activative Source helps anyone in the world of partnership marketing understand why and how the landscape is evolving (and with what success). www.activative.co.uk

View the 2019 Winners

Campaign of the Week

Follow us on Twitter