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.


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