Refuge Print, Case study DON'T COVER IT UP by BBH London

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DON'T COVER IT UP

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Industry Public awareness
Media Print, Magazine & Newspaper, Case study
Market United Kingdom
Agency BBH London
Executive Creative Director Nick Gill
Creative Director Pablo Marques
Art Director George Hackforth-Jones Bbh
Copywriter Jack Smedley Bbh
Creative Stephen Noble
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Online Video; Video Bronze

Credits & Description

Type of entry: Online Video
Category: Video
Advertiser: REFUGE
Product/Service: REFUGE
Agency: BBH London, UNITED KINGDOM
Executive Creative Director: Nick Gill (BBH)
Strategic Business Lead: Carly Herman (BBH)
Creative: Stephen Noble (BBH)
Agency Producer: Bryony Dellow (BBH)
Creative Tech: Richard Atkins (BBH)
Agency Producer: Jeremy Gleeson (BBH)
Copywriter: Jack Smedley (BBH)
Art Director: George Hackforth-Jones (BBH)
Creative Director: Pablo Marques (BBH)
Brief Explanation
65% of women suffering domestic abuse routinely cover it up, many of them teenage girls. Lauren Luke is a makeup artist who's YouTube channel has over 125 million views, mostly from young women. So we used her to deliver a harrowing message from women's charity Refuge to those affected in an intimate, disarming way. Mimicking her YouTube films, we filmed Lauren demonstrating how to cover up domestic violence with makeup. She then uploaded the film to her YouTube channel as a normal tutorial. Caught off guard, her female fans began a global conversation about an issue nobody wanted to talk about.