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.