2013 Nonprofit PR Awards: Social Responsibility

Winner: The Allstate Foundation and Zeno Group – The Allstate Foundation Purple Purse

With its Purple Purse initiative, The Allstate Foundation is not satisfied with merely raising awareness of the prevalence of domestic violence—its seeks to inspire meaningful conversations and educate women on the options and resources available to them.

Allstate Foundation launched the initiative in 2011, and in 2012 it worked to establish the Purple Purse icon as the most recognizable symbol in the anti-domestic violence movement and to reach the one in four women in the U.S. who are or will be affected by domestic violence—and, not incidentally, further establish Allstate as a leader in social responsibility. To reach these goals, media coverage would have to play a huge role.

During Domestic Violence Awareness Month in October, the Allstate Foundation and Zeno Group set out to spread awareness and raise up to $175,000 for YWCA. The Foundation produced 500 physical purple purses filled with domestic violence information and dispersed them across the country to key stakeholders including Allstate agents, employees, media and key domestic violence opinion leaders. Each person was encouraged to "pass it on" to others to spark life-changing conversations. For each purse pass registered at PurplePurse.com, a $10 donation was triggered to YWCA USA. Furthermore, a total of 14 local YWCA chapters were chosen to raise money directly for their organizations. Each local YWCA received 10 purses with a chance to raise up to $10,000. The Foundation launched the campaign with actress Rosario Dawson on board to raise awareness.


The media campaign garnered more than 1,550 placements, resulting in 155.8 million impressions, 33% over the goal. Dawson's satellite media tour resulted in 19 interviews including national outlets The Daily Buzz and Fox News Edge. Dawson also conducted interviews with FoxNews.com, Access Hollywood (aired twice during prime time), CBS The Couch, CNN Showbiz Tonight, Extra! TV, Billy Bush Radio, Huffington Post and SheKnows.com.

And with more than 17,500 purse passes in less than two weeks, the original donation goal of $175,000 was met in early October. The Foundation responded by raising the donation to $250,000, which was also met by the third week of October. —Steve Goldstein

Honorable Mentions:

·      Brunet-García Advertising & P.R. - Give or It Goes Campaign

·      Carmelita Group - The #IAM Campaign

·      Henson Consulting Giuliana Rancic and Bright Pink Host "Fab-Fest 2012"

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