Victim Support / National Centre for Domestic Violence Film, Case study Break The Routine, 2 by J. Walter Thompson London

Break The Routine, 2

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Industry Against violence
Media Film, Case study
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Adam Collins
Creative Stefan Fosterling, Katia Schutz
Production Biscuit Filmworks
Director Noam Murro
Released October 2016


Lions Entertainment 2017
Entertainment For Music Music Craft & Composition: Use of Original Composition Silver Lion

Credits & Description

Title: Break The Routine
Agency: J. Walter Thompson
Brand: Ncdv (National Centre For Domestic Violence) And Victim Support
Country: United Kingdom
Entrant Company: J. Walter Thompson, London
Advertising Agency: J. Walter Thompson, London
Media Agency: J. Walter Thompson, London
Pr Agency: J. Walter Thompson, London
Production Company: Biscuit Filmworks, London
Executive Creative Director: Russell Ramsey (J. Walter Thompson London)
Creative Director: Adam Collins (J. Walter Thompson London)
Creative: Katia Schutz (J. Walter Thompson London)
Creative: Stefan Foster (J. Walter Thompson London)
Tv Producer: Charlotte Jude (J. Walter Thompson London)
Dancer: Jennifer White (Freelancer)
Dancer: Jason Kittelberger (Freelancer)
Choreographer: Sidi Larbi Cherkaoui (Freelancer)
Director: Noam Murro (Freelancer)
Production Company: Biscuit Filmworks (Biscuit Filmworks)
Director Of Photography: Ed Wild (Biscuit Filmworks)
Md: Shawn Lucy (Biscuit Filmworks)
Producer: Charlotte Woodhead (Biscuit Filmworks)
Executive Producer: Orlando Wood (Biscuit Filmworks)
Editing Company: Work (Work)
Editor: Stewart Reeves (Work)
Post Production: Electric Theatre Collective La (Electric Theatre Collective La)
Sound Design: 750mph (750mph)
Sound Engineer: Sam Ashwell (750mph)
Producer: Therese Mayer (Electric Theatre Collective La)
Colourist: Aubrey Woodiwiss (Electric Theatre Collective La)
Personal Assistant To Choreographer:: Lars Boot (Freelancer)
Talent Agent: Charlene Lim (Eastman Dance Company)
Music Artist: Ellie Goulding (Ellie Goulding)
Music Production And Arrangement: Chris Ketley (Freelancer)
Music Production And Arrangement: Joe Kearns (Freelancer)
Polydor Owned By Universal Music Group: Universal Music Group (Universal Music Group)
Ellie Gouldings Manager: Cassandra Gracey (Ellie Goulding)
Senior Director Of Sync: Adam Gardiner (Universal Music Group)
Campaign Description:
Domestic abuse is an uncomfortable and taboo subject – but to successfully drive awareness and action you need to find a way for people not to turn off or turn away. To make the unwatchable watchable we created a beautifully powerful but intense and shocking dance routine which told the story of a woman in an abusive relationship, but in way that didn’t put viewers off. By employing one of the world’s most experiences choreographers and teaming him up with a multi-award winning director and dancers (a couple in real life) we were able to do this.
In the week post launch Victim Support reported 1
200 website visits with 70% first time users. NCDV saw a 74% uplift first time visitors. The film was watched more than 700,000 times on Instagram – with 400,000+ coming from Ellie Goulding. It was watched more than 60,000+ times on YouTube. The film drove a huge amount of PR with biggest hits being Sky News Sunrise, Huffington Post, Yahoo News and Psychologies magazine. The launch tweet was retweeted 370 times and liked 647 times. Ellie Goulding’s first Tweet received 596 retweets and was liked 1,663 times.
It is worth noting that everyone who worked on the campaign donated all their time for free with two parties investing their own money in the project. The process began with Sidi Larbi Cherkaoui, associate artist at Sadler’s Wells, choreographing the routine with Noam Murro, the director, and the dancers. Due to time and budget constraints the rehearsals were fast and furious with the dancers having much less time than usual to prepare. The shoot was similarly pressured by time constraints but everyone worked long and grueling hours, to get it made because they believed in the project. We launched the film with a live dance which took place at lunchtime in the busy Regents Place business district in North London – the dancers performed their routine to onlookers who shared and tweeted to the #breaktheroutine hashtag while trained Victim Support.
Domestic Abuse remains a huge problem in the UK, but one that, due to its difficult nature, is often ignored or overlooked so any awareness raising work needs to be impactful, watchable and entertaining but without being too raw or offensive to put the viewer off. By creating a powerful music promo based on a physically intense dance - backed by an exclusive Ellie Goulding track – and telling the story of a woman trapped in an abusive relationship, we tackled a taboo subject in a beautifully watchable way while reaching a cross-generational audience.
By analyzing 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. Once the creative idea was decided on we brought another charity partner onboard to add reach, weight and further statistical backing. Due to lack of funds for extensive media placement the success of the film being seen and effective was reliant on the strength of the creative, the star power of Ellie Goulding and her social reach, a social sharing plan and extensive PR coverage. The film was reliant on effective social implementation by all the stars and the charities involved, particularly Victim Support who have a huge network of offices and staff who were all briefed with pushing the film.
A quarter of women have experienced domestic abuse at some point in their lives with almost two a week being killed at the hands of their partner/former partner. Many victims feel trapped in their situations and unaware of the help that is actually available - from emotional support to practical answers such as taking out restraining orders. The routine of domestic abuse, which can last for years, needs breaking - and victims need help breaking it. But, due to its difficult nature people just don’t want to be faced with the harsh realities. Therefore, any awareness raising work needs to be impactful and watchable but without being too raw or offensive to put the viewer off. It also needs to have a very simple and distinct call to action for victims whose first issue is finding to courage to get themselves help.