NORTHBROOK, IL: The Allstate Foundation launched new cause-marketing campaign "Tell a Gal P.A.L.", which encourages consumers to “pass it on, act, and learn” when it comes to domestic violence.
The campaign, launched in conjunction with National Domestic Violence Awareness Month in October, features Ugly Betty actress Ana Ortiz.
"It's a word-of-mouth campaign, and really the goal of the program is to get men and women to talk openly about domestic violence," said Leilani Sweeney, VP at campaign AOR Zeno Group. "We also wanted to create a program where people could take some action."
The campaign centers around the Web site ClickToEmpower.org, which allows visitors to send e-mails and post banners and widgets on Facebook and personal Web sites. Also, consumers can donate purses for Dress for Success, which provides professional attire and support for disadvantaged women, at Allstate locations nationwide through October 3.
The media relations side of the campaign is focusing on Ortiz, who donated one of her personal purses for an online contest. Mentions in USA Today, Us Weekly, and on Entertainment Tonight kicked off the campaign this week.
October is also National Breast Cancer Awareness Month, so Allstate started early, launching "Tell a Gal P.A.L." on September 24.
"We also timed it during premiere week," Sweeney said. "We wanted to make sure we could get some play from entertainment reporters [covering] Ugly Betty."
The "Tell a Gal P.A.L." campaign also empowers local Allstate locations to volunteer to collect purses, said Jennifer Kuhn, the corporate relations manager for the Allstate Foundation.
The Foundation, founded in 1953, chose domestic violence, including working with survivors on financial freedom, as a signature issue about three years ago.
"As a corporate foundation for a financial services company, [we] really felt that [financial freedom] was a place where we could make a difference," Kuhn said.