Purple Purse
IDEA:
We created “Danceable Trailers” — a new way to promote the Chicago Latino Film Festival in places our target was already tuning in: radios and dance clubs. 3 movie trailers were turned into reggaeton songs and used to promote the festival.
CLIENT: allstate foundation
AGENCY: LApiz leo burnett
ROLE: ART DIRECTION
Approximately 1 in 3 Hispanic women have experienced domestic abuse by an intimate partner in their lifetime.
Most people think only of physical abuse when they consider domestic violence, but financial abuse happens in 99% of all domestic-violence cases.
This is the #1 reason why victims of domestic violence, Hispanic or not, can’t just leave abusive relationships.
INSIGHT
"In the Hispanic community, controlling the wife’s finances at all times is a normal behavior for men.
“Money management terrifies many Latinas. Even those who work give the paycheck to their partner and do not manage finances,
so, when they separate, they don’t know how the financial system works in this country.”
Yvonne Ortiz
National Latino Alliance For the Elimination of Domestic Violence
“Part of the signs that paralyze a victim of domestic violence is fear. It’s a tactic of the abuser to manipulate, control
and have the power to take away the economic resources, the financial education, so that she depends on him.”
Maria Luisa O’Neill
Coalición Nacional contra la Violencia Doméstica