The Purple Purse Challenge, organized by The Allstate Foundation, aims to raise awareness and funds for organizations that promote the economic empowerment of DV survivors. The 2018 Purple Purse Challenge celebrity sponsor is Serena Williams. Its purpose is to create long-term safety and security by empowering women financially. The Purple Purse is the symbol for Allstate Foundation Purple Purse because a purse represents the center of a woman’s financial domain, and purple is the national color for domestic violence awareness. Purple Purse also spearheads the Purple Purse Challenge in October, which helps more than 250 nonprofits raise critical funds for their survivor programs.