Allstate uses hidden cameras to capture live reactions to financial abuse

When a purple purse is left in a Lyft van, passengers learn why most women can't just leave their injurious relationships.

"The contents of a woman's purse can reveal a lot about her," begins a PSA for the Allstate Foundation Purple Purse. The nearly three-minute long spot is a continuation of Leo Burnett's work for the initiative, which aims to end domestic violence through financial empowerment. As passengers ride in a Lyft van, hidden cameras capture their reactions as they discover abusive text messages on a cell phone that was left behind in a purple purse. Eventually, a woman calls and asks for her bag to be returned, and the riders are forced to decide if they should step in and help monetarily as 99 percent of all domestic violence cases involve financial abuse.

Credits

Campaign
AGENCY
EVP, Executive Creative Directors
Associate Creative Directors
Head of Production
Group Executive Producer
Senior Producer
Music Producer
VP, Account Director
VP, Communications Director
Strategy Director
Account Supervisor
PRODUCTION
Production Company
Executive Producer
Director
Line Producer
POST
Editorial
Editor
Assistant Editor
Post Producer
VFX & Color
Colorist
Post Producer
Recording Studio
Recording Studio Executive Producer
Sound Engineer
Composer