| Title | BREAK THE ROUTINE |
| Brand | VICTIM SUPPORT AND THE NATIONAL CENTRE FOR DOMESTIC VIOLENCE |
| Product/Service | VICTIM SUPPORT AND THE NATIONAL CENTRE FOR DOMESTIC VIOLENCE |
| Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
|
Idea Creation
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
Credits
| Russell Ramsey |
J. Walter Thompson London |
Executive Creative Director |
| Adam Collins |
J. Walter Thompson London |
Creative Director |
| Charlotte Jude |
J. Walter Thompson London |
TV Producer |
| Jennifer White |
Freelance |
Dancer |
| Jason Kittelberger |
Freelance |
Dancer |
| Sidi Larbi Cherkaoui |
Freelance |
Choreographer |
| Noam Murro |
Biscuit Filmworks |
Director |
| Ed Wild |
ED WILD B.S.C. |
Director of photography |
| Shawn Lucy |
Biscuit Filmworks |
Managing Director |
| Orlando Wood |
Biscuit Filmworks |
Executive Producer |
| Charlotte Woodhead |
Freelance |
Producer |
| Stewart Reeves |
Work |
Editor |
| Electric Theatre Collective LA |
Electric Theatre Collective LA |
Post Production |
| Sam Ashwell |
750mph |
Sound Designer |
| Biscuit Filmworks |
Biscuit Filmworks |
Production Company |
The Campaign
How do you tell the story of a victim trapped in the horror of an abusive relationship in a way that doesn’t make the viewer want to turn away?
The creative solution was to use dance, which has a hugely emotional intensity, and back it with a song by one of the world’s most popular and well respected songwriters.
The result was a 3 minute music video, a 60 second ad and a live performance of the dance.
By doing this we knew we’d be able to give beauty and impact to a disturbing reality, while also appealing to a huge cross section of the populace. The strong call to action drove people to either get help, donate or share the film socially.
Creative Execution
An emotionally intense dance performance was staged live in a busy business district of North London.
Two performers, who were a real life couple acted out an abusive relationship but in a beautiful balletic way. This was filmed and shared on social media.
Results
In the week post launch Victim Support reported 12,200 visits with more than 70% of those being first time users. The domestic abuse page of their website was the most popular with 3,150 page views.
NCDV reported that in the week post launch it received 77 referral site visits, of which 74% are new, first time visitors - a typical month would generate around 30 site visits of which 42% would be first time visitors.
Overall traffic to the NCDV site in October, month to date, has seen 10,234 site visits. In the six months prior to October average monthly website visits from all traffic sources is 12,002 per month.
The official film was watched more than 250,000 times on Instagram – with 235,000 of these coming from Ellie Goulding. It was watched more than 15,000 times on Yourtube.
The film drove a huge amount of PR.
“Break the Routine” is a disturbingly captivating and physically intense dance routine backed by a haunting original composition by Ellie Goulding. Designed to raise awareness of domestic abuse.
We executed a live version of the dance at Regent’s Place in London. The beautiful but difficult to watch choreography was seen by hundreds of passing workers as the Ellie Goulding track played. We also filmed and uploaded to social media.
Victim Support and NCDV gave on the ground support to people needing advice about dealing with domestic abuse.
A Facebook Live post of the dance received almost 3,000 views.
By analysing statistics supplied by NCDV we were able to pin-point a very specific issue within domestic abuse, the amount of time sufferers actually spend in abusive relationships before they find the courage to get help. This was brought to life in film and a live event.
Once the creative idea was decided on, we brought another charity partner onboard to add reach, weight and further statistical backing to the campaign.
The soundtrack to the dance was composed by Ellie Goulding, she shared the story on social media. A social sharing plan and extensive PR coverage was achieved. The film and the event ends with a call to action and both VS and NCDV websites and VS’s helpline number.