THE OBJECTIVE
The Allstate Foundation has been invested in disrupting the cycle and reducing the prevalence of domestic violence for 20 years, investing over $90M in the cause. Vox Creative leveraged this expertise to shine a light on the contradiction that nearly all survivors experience financial abuse, yet 78% of Americans don’t recognize it as a sign of domestic violence.
How can identifying the early signs of financial abuse prevent further domestic violence?
If you or someone you know is experiencing abuse, call 800-799-7233 or go to the National Domestic Violence Hotline website.
Download the case study: Allstate Foundation Case Study July 2024
THE IDEA
In this Explainer video, our goal was to educate our audience on common misconceptions, the numbers behind it, and what it means to experience financial abuse as a form of domestic violence. Through this education, we also wanted to inspire and provide pathways for our audience to take action through donations, accessing support and resources, and sharing the message with their network.
It was critical to our teams to educate our audiences on this sensitive topic with care while keeping the formats digestible and shareable for larger impact. We were able to do this with expertise from The AllState Foundation and FreeFrom while utilizing Vox Media’s reputable educational digital format — the Explainer.
We educated our engaged audiences on domestic violence and financial abuse via Vox Media’s wide ecosystem. The tools included an in-depth Explainer video integrated into the Financial Abuse Educational Resource Page, distributed across Vox Media O&O and Vox.com Facebook and Instagram. In addition, three custom TikTok videos expanded education across this critical social platform.
POWERFUL VOICES
RETARGETING TO QUALIFIED VIEWERS
As an additional method of distribution, we set up a retargeting package meant to increase exposure amongst those who had viewed the content already, with the goal of driving a more qualified audience to take action with illustrations and impactful copy – “Domestic violence can cost survivors $100k over their lifetimes”.
DISTRIBUTION ON TIKTOK
For increased impact on TikTok audiences we created three platform specific videos distributed via the NowThis handle — NEISHA’S STORY TikTok featured Neisha Himes, a survivor sharing her first-hand story to help others identify financial abuse and eradicate it.
A CALL TO ACTION, FOR HELP
A “How to Get Help” TikTok a graphics-led video was especially effective in driving increase in knowledge and likelihood to take active to prevent domestic abuse amongst our audience —
- 37% lift in education and understanding around the signs of financial abuse
- 21% lift in likelihood to provide financial assistance for someone leaving an abusive relationship
- 18% lift in identifying and helping a friend or loved one experiencing abuse
A PATH TO HEALING
The third TikTok featured an interview with Sonya Passi, founder of FreeFrom, discussing stereotypes around domestic abuse and about building safety and economic freedom.
THE RESULTS
16.2MM IMPRESSIONS
10,943 CLICKS to FreeForm & The National Domestic Violence Hotline
“The True Cost of Financial Abuse ” initiative led to an +18 point delta in education and understanding around domestic abuse and a +7 point delta in opinion about The Allstate Foundation’s positive influence. More than 10,900 sought more education and help.
Because of the pervasiveness of financial abuse and the sobering reality that the lack of financial resources is the number one barrier to survivor safety, it’s so important to raise awareness about the signs of financial abuse and give the public tangible actions they can take to support survivors. In this campaign, we were encouraged to see how this important content increased viewer knowledge of financial abuse and likelihood to discuss this issue with friends and family.” – Sharisse Kimbro, Program Officer at The Allstate Foundation
ABOUT US
Vox Creative launched The Explainer Studio to create Explainers for our advertising partners. But it’s more than advertising. We use the same formula that drives Vox’s explanatory journalism, our Netflix series Explained, and our daily podcast Today, Explained. For more information, please contact Daniel Littlewood, Group Creative Director, Explainer Studio.
Special thanks to Eli Razavi, Daniel Littlewood, Sylvie Krekow, Camille Swersky, Pooja Ranganathan, and Sandra Reese-Castoral.
