Friday, July 27, 2012

Refuge - Don't Cover It Up

Does something happening twice make it a trend?  Well I'm calling it one.  If you recall, a couple months back I posted about VW & DDB enlisting Youtube Star, Nikkie of Nikkie Tutorials, to create a PSA highlighting the dangers of applying makeup and driving.  That video recently took a gold for viral advertising Cannes.

Now YouTube star Lauren Luke and BBH have teamed up to create a video on behalf of domestic violence charity, Refuge.  The video offers tips on how to cover up bruises, with Lauren Luke indicating that her bruises are the result of domestic violence ('if you got some bruises from a jealous type of partner, etc.).  The video abruptly ends with the sound of someone entering the house and closes with '65% of women who suffer domestic violence keep it hidden.  Don't cover it up.'  This is part of the wider Don't Cover It Up anti-violence campaign from Refuge.  More information can be found here.

It's a great way to reach Lauren Luke's nearly 500,000 regular subscribers and to highlight the silence that too often accompanies domestic abuse. The video feels particularly authentic as Lauren Luke has talked about her past experience with domestic abuse.  Contagious Magazine has a more in-depth write up with additional background and insight.