Allstate Foundation
Allstate Foundation
The Allstate Foundation Purple Purse stands as a trailblazing, enduring national campaign with a resolute mission: eradicating domestic violence through financial empowerment services tailored for survivors. Spearheading this endeavor, I utilized creative UX design to simulate an immersive first-person gaming experience on a non-profit budget. Paired with a celebrity-backed social media effort, the experience raised an astonishing $3.1 million in funding within the inaugural year.
The first-person experience
The immersive journey places the user in the shoes of a stay-at-home mother trapped in a cycle of abuse. Guiding you through a sequence of difficult decisions, it unveils a path forward that is often blocked by insurmountable financial barriers.
The social media
Banner ads, strategically positioned, beckoned audiences into the nerve-wrecking encounter. On social media, our efforts were amplified by compelling Facebook posts and heart-felt Tweets from Purple Purse's celebrity advocate, Kerry Washington. Together, they set the stage for our captivating journey, igniting widespread engagement and awareness.