The 'Don't Cover it Up' Video is Powerful

By: Courtney Scharf - Published: Jul 4, 2012 • References: youtube &
Highlighting the issue of domestic abuse in an incredibly creative way, the 'Don't Cover it Up' video is an alarming call to action.

The organization behind this stunt is Refuge, a hotline and support system for those facing issues of violence at home. Lauren Luke, the woman featured in the video, is actually a very popular personality on YouTube, known for her makeup tutorials. This tutorial, however, featured Lauren made up as a victim and teaching her viewers how to cover up their bruises from domestic altercations.

The entire video plays out in a very matter-of-fact way. Interestingly, it doesn't become clear that this is a PSA until the very end of the clip. Already getting much attention on the blogosphere, this was an ingenious move that is sure to help raise awareness. Stats for Beauty Tutorial PSAs Trending: Older & Mild
Research: 1,653 clicks in 203 w
Interest: > 3 minutes
Concept: Dont Cover It Up
Related: 94 examples / 72 photos
Segment: Females, 12-55
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