Lauren Luke is a British makeup artist whose tutorials have almost a half-million subscribers on YouTube. Those subscribers were horrified to see this one posted over the weekend. The video is actually a public service announcement for Luke’s “Don’t Cover It Up” campaign against domestic abuse for the Refuge organization. She also did an interview about the making of the video.

The video depicts the domestic violence situation in an eerily realistic light, ending with onscreen copy that reads: “65% of women who suffer domestic violence keep it hidden. Don’t cover it up.” London agency BBH handpicked Luke to act in the PSA to reach her 439,893 subscribers and the many other women who routinely seek out her online content. Luke said that she felt a personal attachment to the project from being in an abusive relationship herself.