J. Walter Thompson and Ellie Goulding break the dark spell of domestic violence

A new online film from J. Walter Thompson London is based around a disturbingly captivating and physically intense dance. Choreographed by Sidi Cherkaoui and backed by a haunting track by Ellie Goulding, the film lets victims of domestic abuse know that help and support is available to #breaktheroutine. Through the disturbingly captivating choreography and heady music, it takes on the difficult task of raising awareness of the fact that, on average, high-risk victims live with domestic abuse for over two years before getting specialist support, whilst creating emotions among an audience generally immune to hard facts and images. The film, which was created to draw attention to the National Centre for Domestic Violence and Victim Support charities, shows the hardships of a women trapped in an abusive relationship through dance. The dancers, real-life couple Jennifer White and Jason Kittelberger, mimic the savage physicality of domestic abuse in a bare house. As the film ends the man is finally stopped by an invisible barrier and although it is not the end of her struggle, the woman knows she is safe.

Ellie Goulding

The harrowing “Break the Routine” film also aims to demonstrate that domestic abuse isn’t always physical violence. Examples of coercive control, which is also now classed as a criminal offence, include threatening behaviour, humiliation and intimidation, repeatedly making someone feel scared, blackmailing, taking money or controlling finances. A live performance of the dance took place on Wednesday 12 October at Regent’s Place; driving awareness of the campaign, and specifically the hashtag #breaktheroutine. Specially trained Victim Support advisors were on hand at the event to give information and support should anyone who needed it. The film was directed by two-time DGA Director of the Year, Noam Murro, who has directed some of the world’s greatest commercials and was named one of the 50 most influential people of the last 20 years by Creativity Magazine, and the UK’s #1 director by Campaign Magazine.

Noam Murro

Sidi Cherkaoui is an associate artist at Sadler’s Wells, London and a guest artistic director of the National Youth Dance Company, who received much international acclaim for his choreography in Joe Wright’s feature film Anna Karenina. He said of the film: “With Eastman dancers Jason and Jennifer, and Noam's directorial vision, I sought a way to reflect this struggle through dance and movement. It means a lot to me to support these organisations, which try to stop domestic violence by giving victims immediate ways to keep themselves safe”

Jennifer White and Jason Kittelberger

Lucy Hastings, Director at independent charity Victim Support, said: “Domestic abuse isn’t just about physical violence. Emotionally abusive behaviour can be just as traumatising, and thousands of people are affected by this every year. People experiencing abuse can often feel trapped in their situation or that they are to blame for what’s happening, but this is not the case. We offer non-judgemental, free and confidential help and support to anyone affected by abuse, whether or not the police are involved.” Mark Groves, Head of Operations at NCDV, said: “Two years is categorically too long for someone to deal with the horrors of domestic abuse. We need to raise awareness of the issue and let victims know there is help and a way out and believe this film does just that in a shockingly captivating way.” Russell Ramsey, Executive Creative Director at J. Walter Thompson London, added: “Dance has an inherent emotional intensity, which we’ve used to give impact to a disturbing reality; but also a true offer of hope.”

Sidi Cherkaoui

The Crime Survey for England and Wales, 2014/15 shows that 1 in 4 women in England and Wales will experience domestic abuse in their lifetimes and that 6.7 million men and women have experienced domestic abuse at some point. The National Centre for Domestic Violence and Victim Support hope to use this brave and bold campaign to garner support against acts of domestic abuse and encourage victims to get help.