Agency: Wieden & Kennedy London
By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Friday, 06 July 2012 12:56PM
The campaign, called 'Don’t Cover It Up’, shows Luke sitting in front of a webcam giving an online tutorial on how to cover up cuts and bruises from an abusive partner.
The video, called 'How to look your best the morning after', shows Luke saying: "If you've got a lot of bruising from being pushed hard against a coffee table, you can gently apply layer after layer, and it will cover it slightly. I know it might hurt, but just try your best."
Luke then shows the best approach for split lips caused by "rings or watches", and the use of a scarf to hide bruising around her neck, before the noise of someone entering a house is heard in the background and Luke suddenly switches the camera off.
The ad ends with the statement: "Sixty-five per cent of women who suffer domestic violence keep it hidden. Don't cover it up."
The viral directs people to a dedicated part of Refuge's site, www.refuge.org.uk/lauren, while it is also being hosted on Luke's own YouTube channel, alongside her other make-up how-to videos, where she has a large following of women and young girls.
The ad was created by Jack Smedley, George Hackforth-Jones and Stephen Noble, and directed by Wesley Hawes and Gary McCreadie.
Sandra Horley CBE, chief executive, Refuge, said: "Women who are abused often feel too afraid or ashamed to speak out. People frequently turn a blind eye when they know or suspect abuse is taking place, even when the victim is a loved one. This must end.
"Lauren Luke's video sends a powerful message: domestic violence is a crime and it must be exposed. If you are being abused, you are not alone. Reach out for support – organisations like Refuge can help you stay safe. If a friend or loved one is being abused, don't stay silent. Don't ignore it. Don't cover it up."
A YouGov and Refuge survey from 2009 showed that more than half of young women aged between 18 and 21 had experienced at least one abusive incident from a boyfriend, husband or partner. However, only 41% said they would know where to go for help if they experienced domestic violence.
BBH's previous charity work includes the latest "missing people" ad, urging viewers to turn on their phones, and the Barnardo’s 'Life Stories' campaign.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on campaignlive.co.uk
Agency: Bartle Bogle Hegarty