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.

We knew teens wouldn’t come to us voluntarily, but we couldn't disrupt their media consumption. So we decided to subvert it. To use existing structures and behaviours to sneak our message to them in a way that they would welcome and engage with on their own terms. Subverting Lauren Luke’s normal make up tutorial and capitalising on the close and trusting relationship she has with her audience to deliver our message and surprise them created an impact far beyond that which a traditional PSA announcement would have elicited (and in a much more affordable way).

- Coverage generated 92 million impacts worth $9 million with £0 investment

- 1.2 million YouTube views. This is 2,587% more views than Lauren’s previous five videos

- 1,092% more comments and a 1,388% higher engagement rate than Lauren’s 5 previous posts.

- 9 065 tweets generating exposure of 19 million. Number of tweets directed to @RefugeCharity increased by 350%

- Single and direct debit donations increased YOY against a trend of decline.

- 34,550 visitors arrived on the campaign page on Refuge’s website

- Over 6,000 people contacted Refuge to get help