Lauren Luke uses YouTube makeup video to reach domestic violence victims
Who says new media can't make a difference? This video gets men and women thinking about what abusive relationships really look like.
Thu, Jul 05 2012 at 9:45 AM
Photo from YouTube video.
Sometimes it seems that as much fun — and distraction — as the Internet provides, it's not that great for much else. But every once in a while, you see or hear something that validates the online world as a place for good. This video collaboration is one of those times.
YouTube beauty vlogger Lauren Luke used fake bruises to make a very real point about domestic violence; instead of her latest entry being a lesson in how to do up a bold lip or this season's hottest eyeshadow trend, she appears beaten and battered, and gives instruction on how to cover her "wounds."
She alludes to being squeezed around the neck, cut by a ring and having had a "rough night" — but it's pretty obvious what she's really saying when the piece ends and text appears on the screen that reads: "65% of women who suffer domestic violence keep it hidden. Don't cover it up."
Luke told AdWeek that she has had some experience with an abusive relationship. Luke said, "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."
The self-taught British makeup artist was picked by London ad agency BBH to do the video due to her almost half a million subscribers, and judging by the numbers, it looks like most of them have seen the video. There is even a campaign based on Luke's video going on over at Refuge. Check it out.
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