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Don't Cover it Up

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaigns / 2013

Fearing there is nowhere they can turn for help, 65% of domestic abuse victims routinely cover up both their emotional and physical scars. Refuge challenged us to raise awareness among this hard to reach audience. Lauren Luke is a YouTube makeup artist. With over 125 million views, her channel gave us a way to talk directly to victims. In the style of her makeup tutorials, a bruised Lauren showed how to cover up signs of abuse. Caught off guard, her young fans began a global discussion about an unspoken problem.

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