REFUGE / DON'T COVER IT UP
3 July 2012
YouTube campaign stars online makeup guru to spread message about domestic violence
- Brand
- Refuge
- Media Type
- Online
- Viral
- Product Category
- Charities
- Country
- UK
- Source
- News
- Agency
- BBH
- BBH / London
- Tags
- charity
- Lauren Luke
YouTube makeup artist star Lauren Luke has created a video for domestic violence charity Refuge offering tips on how to cover up bruises.
The YouTube clip from BBH, London, entitled 'How to look your best the morning after', looks much the same as Luke's other makeup tutorials except for the fact that she is covered in cuts and bruises. She indicates that her injuries are the result of domestic abuse, offering tips for covering up 'if you've got some bruising from a jealous type of partner'. The tutorial then ends abruptly with the sound of Luke's partner coming home and the message: '65% of women who experience domestic violence keep it hidden. Don't cover it up.'
The video has been viewed 102,000 times in three days.
The video is part of a larger campaign called Don't Cover it Up, which includes the www.refuge.org.uk/lauren site and #dontcoveritup Twitter hashtag, as well as a service where supporters can text to donate to the charity and sign an online petition.
Luke and Refuge's video follows from a YouTube clip from Volkswagen and another popular YouTube makeup artist Nikki de Jager, warning about the dangers of applying makeup while driving. The 'Don't makeup and drive' video from DDB Tribal Group, just won the gold award in the Cyber category at Cannes Lions 2012. The video, which has more than 450,700 views, shows de Jager applying makeup until she is flung towards the camera as if she were in a car accident. The video ends with the statistic that 500,000 car accidents in the UK have been caused by women drivers applying makeup.
Insight /
Refuge found an appropriate spokesperson in Lauren Luke who could present the video in an authentic way, as she herself was the victim of an aggressive partner. She explained: 'The bruising on my face for the video wasn't real, but my emotions in that video were. I had a bad experience in the past with a previous boyfriend. He never physically hurt me but I did sometimes fear what would happen next if I said the wrong thing. He could be overprotective and embarrass me in front of my work colleagues or friends because of his aggressive behaviour. Sometimes it was like living with a volcano which could erupt at any second--I felt I was walking on egg shells just to keep him from exploding and smashing something across the room.'
With around 440,000 subscribers on her YouTube channel and an established credibility with a youth demographic, partnering with Luke was a smart way to connect with the young girls the charity is trying to educate. The comments for the video demonstrate the impact that the campaign has had, with viewers revealing their own experiences of domestic abuse and applauding Luke for spreading the message.
This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed contact sales@contagiousmagazine.com
The YouTube clip from BBH, London, entitled 'How to look your best the morning after', looks much the same as Luke's other makeup tutorials except for the fact that she is covered in cuts and bruises. She indicates that her injuries are the result of domestic abuse, offering tips for covering up 'if you've got some bruising from a jealous type of partner'. The tutorial then ends abruptly with the sound of Luke's partner coming home and the message: '65% of women who experience domestic violence keep it hidden. Don't cover it up.'
The video has been viewed 102,000 times in three days.
The video is part of a larger campaign called Don't Cover it Up, which includes the www.refuge.org.uk/lauren site and #dontcoveritup Twitter hashtag, as well as a service where supporters can text to donate to the charity and sign an online petition.
Luke and Refuge's video follows from a YouTube clip from Volkswagen and another popular YouTube makeup artist Nikki de Jager, warning about the dangers of applying makeup while driving. The 'Don't makeup and drive' video from DDB Tribal Group, just won the gold award in the Cyber category at Cannes Lions 2012. The video, which has more than 450,700 views, shows de Jager applying makeup until she is flung towards the camera as if she were in a car accident. The video ends with the statistic that 500,000 car accidents in the UK have been caused by women drivers applying makeup.
Insight /
Refuge found an appropriate spokesperson in Lauren Luke who could present the video in an authentic way, as she herself was the victim of an aggressive partner. She explained: 'The bruising on my face for the video wasn't real, but my emotions in that video were. I had a bad experience in the past with a previous boyfriend. He never physically hurt me but I did sometimes fear what would happen next if I said the wrong thing. He could be overprotective and embarrass me in front of my work colleagues or friends because of his aggressive behaviour. Sometimes it was like living with a volcano which could erupt at any second--I felt I was walking on egg shells just to keep him from exploding and smashing something across the room.'
With around 440,000 subscribers on her YouTube channel and an established credibility with a youth demographic, partnering with Luke was a smart way to connect with the young girls the charity is trying to educate. The comments for the video demonstrate the impact that the campaign has had, with viewers revealing their own experiences of domestic abuse and applauding Luke for spreading the message.
This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed contact sales@contagiousmagazine.com
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COMMENTS /
Maria
This is an original idea of Spanish agency La Despensa:
http://www.youtube.com/watch?v=cdvpucqtEMw