Santander is driving awareness of financial abuse during Domestic Violence Awareness Month

The Drum

Kyle O'Brien

Many victims of domestic abuse face financial challenges that make leaving abusive situations more difficult, which is why Santander Bank is partnering with domestic violence organizations to help shine a light on their struggles.

For National Domestic Violence Awareness Month in October, is partnering with the National Coalition Against Domestic Violence (NCADV) and the National Network to End Domestic Violence (NNEDV) to launch the ‘In Someone Else’s Shoes’ campaign.

Together, they will bring to life the financial abuse survivors often encounter through online videos telling people’s stories, as well as an immersive live activation open to the public in New York City.

“Santander’s ‘In Someone Else’s Shoes’ campaign aims to shine a light on issues and people who don’t always receive respect, and we invite the public to ‘walk in the shoes’ of others,” said Maria Veltre, Santander’s chief marketing officer and US head of digital, innovation and payment strategy.

The feature spot highlights the hidden truths of domestic financial abuse. It starts by showing normal suburban houses, then scrolls over with “The most dangerous place in the world for a woman is her home.”

A voice over of a woman comes on and states, “I know what most people think – if he broke my jaw, I would just leave.” She then states that the problem is more complicated. If she leaves, however, she realizes that she won’t be able to access the bank account because she has nothing with her name on it. Therefore, she is stuck.

The program also features a micro-lending program for survivors that includes credit-building opportunities as well as access to financial literacy resources.

The ‘In Someone Else’s Shoes’ interactive exhibit in New York spotlights the financial hardships of an abusive home. The stand-alone house, built in partnership with domestic violence and financial abuse experts, gives guests a glimpse into systemic and structural factors that enable a domestic violence situation and make it difficult to escape.

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