Purple Purse effort in good hands as supporters surpass target goal

Zeno Group and the Allstate Foundation partnered to raise awareness for domestic violence and $175,000 for the YWCA, which runs shelters for battered women.

Client
The Allstate Foundation (Northbrook, IL)

PR agency
Zeno Group (Chicago, IL)

Campaign
Purple Purse

Duration
October 1-31, 2012

Budget
$300,000

Zeno Group and the Allstate Foundation partnered to raise awareness for domestic violence and $175,000 for the YWCA, which runs shelters for battered women.

Strategy
Five hundred purple purses were produced with domestic violence information pamphlets and brought to Allstate agents and local YWCA chapters. Each person was asked to register their purse on PurplePurse.com and then pass it on.

Allstate donated $10 to the YWCA for every registered purse and $5 for every virtual share on Facebook.

Tactics
Actress Rosario Dawson became the spokesperson for the Purple Purse campaign, advocating for domestic violence awareness. Her star power helped secure media placements.

Zeno Group hosted a Twitter party with SocialMoms in early October, the start of Domestic Violence Awareness Month, which led to #purplepurse trending. The initiative's Facebook page tracked donations made to the YWCA and was a resource for domestic violence awareness.

Results
In less than two weeks, the goal of $175,000 was met, prompting the foundation to raise the goal to $250,000, which was hit by the third week of October.

More than 37,000 purse passes were completed and the initiative secured more than 1,550 media placements, including interviews on Access Hollywood, Showbiz Tonight, and the Huffington Post.

The Twitter party generated more than a million unique tweets. Sue Duchak, senior manager of corporate relations at the Allstate Foundation, says it was a "very powerful campaign" that people "were really drawn to."

Future
The foundation is working to create another Purple Purse campaign for October 2013.

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