Say No to Domestic Violence
Sometimes, when you want to get a particular important message across, shock tactics works well – incredibly well. Just ask the tens of thousands of Lauren Luke followers when they went onto YouTube and found their favorite makeup artist all battered and bruised.
The bruises and scraps were fake of course, it was part of a BBH-created PSA for Refuge, a U.K.-based organization serving women and children who have suffered domestic violence, with the message “Don’t hide domestic violence”. The video was created to tell women it is ok to come forward with domestic violence, and that they do not have to cover it up.
Throughout the mock video titled “How to look good the morning after” Lauren is in her bedroom and in a very matter of fact and nonchalant way, calmly went through her makeup routine giving tips on the best foundation coverage to use to cover up bruises, cuts on the lips “from rings and watches” and other ways to hide scraps from “getting pushed against a coffee table”.
The video is very realistic and chilling and at the end an onscreen message reads : “”65% of women who suffer domestic violence keep it hidden. Don’t cover it up.”
Lauren was chosen for her online following but also because she has had experience in an unhealthy relationship:
“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 behavior. 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.”
Lauren hopes that by doing this video, she can reach out to the thousands of women who watch her makeup tutorials on Youtube, and give them the message that they can tell someone about their abuse, there are professional people who can help and it is a sign of strength, not weakness to come forward about domestic abuse.
“To open up and be honest about something like this makes us feel weak among our friends and family, but in actual fact there is nothing weak about it. Those who are abusive behind closed doors are the ones who are weak. Back then I knew the whole situation wasn’t normal, but I didn’t know about the help that is out there. And that is why I wanted to work with Refuge—to get the message out to anyone who may need help and support that it’s time to stop covering it up.”
The message on the Refuge website is simple :
“Domestic violence is a hidden crime. Help bring the issue out of the shadows. By sharing this film and taking action you can make a positive difference to the future of women and children who experience domestic violence. Thank you.”
Make a donation by phone (UK)
020 7395 7713
Contact the 24-hour National Domestic Violence Freephone Helpline on
0808 2000 247