Break The Routine
Victim Support/National Centre for Domestic Violence
Issue 42 | March 2017
Agency
J. Walter Thompson London
Creative Team
Executive Creative Director: Russell Ramsey Creative Director: Adam Collins
Production Team
TV Producer: Charlotte Jude Production Company: Biscuit Filmworks Biscuit MD: Shawn Lucy Executive Producer: Orlando Wood Production Company Producer: Charlotte Woodhead Editor: Stewart Reeves at Work Post Production: Electric Theatre Collective LA Sound: Sam Ashwell at 750mph
Other Credits
Dancers: Jennifer White and Jason Kittelberger Choreographer: Sidi Larbi Cherkaoui Director: Noam Murro Director of Photography: Ed Wild
Date
October 2016
Background
On average, high-risk victims live with domestic abuse for more than two years before seeking help.
Idea
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 it was possible 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.
Results
In the week post launch (13 to 19 October) 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 (April-September) 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 with biggest hits being Sky News Sunrise, Huffington Post, Yahoo News and Pshychologies magazine. The launch tweet was retweeted 370 times and liked 647 times. Ellie Goulding also shared the video directly and it received 596 retweets and was liked 1,663 times. The top Facebook post was about the launch of the campaign which linked to the YouTube video and how to access support – This post reached 26,457 Facebook users, received 87 likes and was commented on or shared 333 times. A Facebook Live post of the Live element of the dance received almost 3,000 views and reached more than 7,000 people. At the Live event more than 250 leaflets were handed out to viewers driving them to the website, should they need it.