In recognition of Domestic Violence Awareness Month, The Allstate Foundation, Vox Creative and Hello Sunshine, a part of Candle Media, have joined forces for a second consecutive year to launch a powerful multi-platform campaign aimed at raising awareness and inspiring action around financial abuse, an often overlooked component of domestic violence. This collaborative initiative seeks to amplify and empower stories from survivors, dispel common misconceptions, and offer vital resources to support survivors.
Domestic violence is often thought of exclusively as physical or emotional abuse. However, financial abuse plays a critical yet overlooked role in perpetuating abusive relationships. According to the National Network to End Domestic Violence, despite 78% of Americans not recognizing financial abuse as domestic violence, studies show it occurs in nearly 99% of abusive situations and is the number one barrier to survivor safety.
In the United States, one in four women and one in seven men experience domestic violence, with financial abuse present in almost all cases, with systemically marginalized communities like those in the LGBTQ+ community and people of color disproportionately impacted by domestic violence. Bringing awareness to this invisible form of abuse is key to empowering survivors to make decisions that support their safety.
“Relationship abuse is everywhere and it’s nowhere all at once. It’s so pervasive and prominent, but also so rarely spoken about and normalized in American culture, said Sharisse Kimbro, program officer at The Allstate Foundation. “The Allstate Foundation recognizes these systematic challenges and believes in survivor-centered storytelling – a value shared with Vox Creative and HelloSunshine. Our partnership aims to support survivors, inspire advocacy and drive action to change norms.”
In hopes of reaching a widespread audience with the campaign’s message, Vox Creative’s award-winning Explainer Studio partnered with The Allstate Foundation and Hello Sunshine to create a series of TikTok videos with NowThis’ and an Explainer video that sheds light on the issue. The campaign provides advice and resources on how to stay safe from financial abuse, and how to best support survivors of financial abuse, and features survivor and activist Neisha Himes as she sheds light on her personal experience as a survivor of financial abuse.
“I’m grateful to The Allstate Foundation and Hello Sunshine for collaborating so closely as we tackled this complex issue,” said Sylvie Krekow, group creative director at Vox Creative. “By courageously sharing her story, Neisha Himes humanized financial abuse - a problem often misunderstood and shows why partnerships like this must continue, to increase understanding, empower survivors, and dismantle domestic violence.”
Now in its second consecutive year, this collaboration showcases the ongoing commitment of Vox Media, The Allstate Foundation, and Hello Sunshine in disrupting the cycle of relationship abuse through empathy, raising awareness and driving social change. Since 2005, The Allstate Foundation has invested more than $90 million to disrupt domestic abuse and help survivors regain financial independence.
“Hello Sunshine is proud to reteam with Vox and The Allstate Foundation during Domestic Violence Awareness Month to highlight the important stories from victims of domestic violence, particularly through the lens of financial abuse,” said Zoe Fairbourn, Head of Strategic Partnerships at Hello Sunshine. “This partnership is emblematic of our shared commitment to shining a light on women’s stories from all different types of backgrounds and through different mediums.”
If you or someone you know is experiencing abuse, contact the National Domestic Violence Hotline for support 24/7 at 800.799.7233 or at www.thehotline.org.
About The Allstate Foundation
Over nearly two decades, The Allstate Foundation has invested more than $90 million to break the cycle and reduce the prevalence of relationship abuse. Together with nonprofit partners, the Foundation works to change the narrative around relationship abuse to put survivors at the center, with supports including financial education, healthy relationships education for youth, matching savings and credit building programs, and supporting the field of advocates who support survivors. To learn more, visit: https://allstatefoundation.org
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.
Hello Sunshine is part of Candle Media, an independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises. By bringing together elite talent operating at the intersection of content, community, and commerce, it helps to position leading entertainment businesses for accelerated, sustainable growth in the current market and beyond. Candle is run by its Co-Chairmen and Co-CEOs, leading entertainment executives Kevin Mayer and Tom Staggs, and backed by investment capital from funds managed by Blackstone’s flagship private equity business.