Domestic violence has many forms, but one of the least-recognized is financial abuse, a devastating control tactic that often keeps victims trapped in unhealthy relationships. To shine more light on the invisible issue, The Allstate Foundation amplified the voices of three domestic violence survivors and the loved ones that helped them escape in a new online resource built in partnership with Hello Sunshine and Vox Creative.
The three brave women narrate their abuse and recovery, with a focus on financial independence, and dedicate their stories to the friend or family member who helped them escape. The new resource, anchored by these impactful stories, also reveals the warning signs of financial abuse alongside other tools for both survivors and bystanders. Those feeling trapped can even visit the website to connect directly to support services so they don’t have to struggle alone.
The platform is dedicated to supporting female-identifying financial abuse survivors in their financial pursuits, through the lens of collective success. Through storytelling, thoughtful information, and resources, the hub will help survivors navigate the many factors that contribute to a survival journey, including financial independence. The goal is to show how increased access to tools, opportunities and meaningful connections can improve the outlook for the community of survivors at large.
“Financial abuse doesn’t present many outward signs, so it can be difficult for a friend or family member to know someone is suffering,” said Francie Schnipke Richards, vice president of social responsibility and The Allstate Foundation. “This partnership highlights real stories of survivors’ experiences to educate bystanders on the signs and inspire them to support someone who needs it.”
The site features moving, beautifully designed interactive and colorful, yet nuanced images illustrating red flags and warning signs of abuse, facts, and helpful tips that can be shared on social media to bring further awareness to this insidious form of abuse.
Vox Creative also partnered with The Allstate Foundation to create a series of illustrated videos that feature the stories of survivors and their experiences with financial abuse, giving visitors a deeper understanding of their experiences and the networks, such as The Allstate Foundation, that can offer resources and support. The stories will also be featured as branded content on Vox.
The Allstate Foundation, Hello Sunshine, and Vox Media worked alongside a team of cultural experts and sensitivity readers to ensure the comfort and anonymity of each survivor — including OK Motion Club, a woman-run animation studio located in Atlanta. To prioritize safety, the team built features for visitors to easily exit the hub. By pushing the escape key, the platform brings users to a neutral site, like Weather.com or Google’s homepage. It also features easily accessible shortcuts for users to call, text and chat with the National Domestic Violence Hotline.
Compliant with the ADA (Americans with Disability Act), all users can connect with the content, distinguished by four different categories: perceivable, operable, understandable, and robust. Accessible elements include a sticky navigation bar that allows the user to jump around to any section, options to email safely, and readable and highly visible text, images, video, and navigation options.
Since 2005, The Allstate Foundation has invested more than $85 million to disrupt the cycle and prevalence of relationship abuse, empowering survivors by providing the tools to achieve financial independence and educating today’s youth on signs of abuse in hopes of prevention.
“While the term might not be familiar, the consequences of financial abuse are very real for so many women,” said Zoe Fairbourn, Head of Brand Partnerships at Hello Sunshine. “We wanted to share some of their powerful stories in order to shine a light on this issue. It was an honor to partner with Vox Creatives and The Allstate Foundation on this inspiring and hopefully impactful resource.”
The campaign was created in partnership with Vox Media IQ, Vox Creative’s social impact practice, which has worked with dozens of brands to drive real-world impact. The campaign was created in partnership with Vox Media IQ, Vox Creative’s social impact practice, which has worked with dozens of brands to drive real-world impact. This partnership was brokered by Creative Artists Agency (CAA).
If you or someone you know is experiencing abuse, contact the National Domestic Violence Hotline for 24/7 support. 1.800.799.7233 www.thehotline.org
About The Allstate Foundation
Since 2005, The Allstate Foundation has invested more than $85 million to disrupt the cycle and prevalence of relationship abuse. The Foundation empowers victims with the tools to achieve financial independence and live a life free from abuse and educates young people on healthy relationships to help prevent abuse before it starts.
About Vox Creative
Vox Creative is Vox Media’s award-winning brand studio. Vox Creative’s team of strategists, writers, storytellers, and analysts create original content and experiences that connect brands with influential audiences across Vox Media’s editorial networks and beyond. Vox Creative’s work spans short and long-form video, podcasts, explainers, experiential, shoppable content and more. They’ve built houses, invented cocktails, produced documentaries, traveled inside companies to uncover untold stories, and, on rare occasions, have gone to the moon.
About Hello Sunshine
Founded by Reese Witherspoon, Hello Sunshine is a media company that puts women at the center of every story it creates, celebrates and discovers. Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, animated series, podcasts, audio storytelling, and digital series – all shining a light on where women are now and helping them chart a new path forward. Hello Sunshine is also home to Reese’s Book Club. Fast growing in reach and influence, this community is propelled by meaningful connections with stories, authors and fellow members. Reese’s Book Club sparks conversation–online and in real life- with many of its bestselling picks developed and produced for the screen by Hello Sunshine.