Refuge, a charity addressing domestic violence in the UK, has had its commercial, “Lauren Luke” recognised with two Gold awards at the British Arrows Awards this week, one for charity and another for best new creative team. Lauren Luke presents a make up class on a home video, focusing on how to look your best the morning after. The video is connected with a microsite, refuge.org.uk/lauren.
Hiding the physical effects of domestic violence is just one of the ways a woman might try to cover up what her partner has done to her. She may also withdraw from seeing her family and friends and become isolated, afraid to tell anyone what she’s going through. The emotional and psychological effects of domestic violence are undetectable to the naked eye – but this type of abuse is equally, if not more, damaging. Lauren’s cuts, bruises and fear are fictitious. But for thousands of women this is the reality of their everyday lives.
The Lauren Luke ad was developed at BBH, London, by creative director Pablo Marques, copywriter George Hackforth-Jones, art director Jack Smedley and agency producer Jeremy Gleeson.