Raising Domestic Violence Awareness Through Makeup

Photo: Neil Snape/Corbis Outline

October is Domestic Violence Awareness Month, and one West Virginia group aims to raise awareness through a new social-media campaign. The Women’s Resource Center of Beckley, West Virginia has launched a project that involves community members creating “black eyes” with makeup. The idea is to paint on a bruise, then tag a selfie with #herblackeyeisOURblackeye—and let the conversation begin.

A bruised face makes for an unsettling image, and the group says that’s exactly the point. “Domestic violence is ugly,” says Dee Sizemore, ‎the WRC’s public relations/fundraising development coordinator. “The black eye is symbolic. It’s a very visible part of what domestic violence victims are going through. If you see it and it’s right there in your face, then you’re going to notice it.”

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It’s a risky idea. Seeing images of abuse could be triggering for some women—or worse, it could be considered facile, since makeup washes off and real bruises don’t. In fact, makeup is often used to conceal signs of abuse, which critics pointed out while adding a black eye to CoverGirl makeup ads that promoted the NFL.

Megan Constantino, left, joined the campaign after learning that domestic violence is the leading cause of death among pregnant women. Photo: Stephanie Todd.

But, says Sizemore, hiding the effects of domestic violence won’t make the problem disappear, and the Women’s Resource Center involved survivors in the development of the campaign. “We didn’t want to be offensive,” Sizemore says. “That’s why we involved them and talked with them about their reactions.” A diverse group of West Virginia locals participated in the kickoff portraits, including a local sheriff, prosecutor, and three survivors of partner abuse.

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Unlike this summer’s Ice Bucket Challenge for ALS, #herblackeyeisOURblackeye isn’t trying to raise funds. Instead, it’s all about shedding light on the physical, mental, psychological, and financial abuse suffered by millions of Americans. “We want to open up the lines of communication,” Sizemore says. “So many times, victims are embarrassed. They’re scared. They feel like those proverbial questions are always out there: Why doesn’t she leave? Why does she stay? The focus is put back on the victim, not where it needs to be: on the abuser.”

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As evidence of how a cultural dialogue can empower victims to seek help, Sizemore points to the recent video footage of running back Ray Rice, who was filmed beating his then-fiancée. “When that came out, the calls to the National Domestic Violence Hotline increased 83% in the following two weeks,” she says. “Victims saw that and are more comfortable reaching out for help.”

Ultimately, Sizemore says she knows that #herblackeyeisOURblack may be controversial—but that people should be upset by images of bruised women. “It needs to be upsetting,” she says. “Domestic violence isn’t a personal problem, it’s a public problem that affects every one of us.  We need to be upset about it and talk about it.”

If you are a victim of partner abuse, help is available. Please reach out to the National Domestic Violence Hotline at 1-800-799-7233 for confidential help and support.