#BREAKTHEROUTINE National Centre For Domestic Violence and Victim Support
The Crime Survey for England and Wales, 2014/2015 show 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 experience domestic abuse at some point.
These are the stats and figures that inspired “Break the Routine,” an online film for the National Centre for Domestic Violence and independent charity Victim Support.
The film, directed by Biscuit Filmworks’ Noam Murro, delivers a gut-wrenching message through a disturbingly captivating and physically intense dance performance between real life couple Jennifer White and Jason Kittelberger with a haunting music overlay by songstress Ellie Goulding.
The effort launched with a live public performance of the dance that took place on October 12th at Regent’s Place, a 13–acre campus in London’s West End. There were trained Victim Support advisors on site who provided information to those who were interested in learning more about the cause. The #breaktheroutine hashtag was also implemented to increase campaign awareness through social media platforms.
SOCIAL MEDIA & WEBSITE REPORT
Facebook engagement was up to 540% for the first week of the campaign release.
Twitter gained 156 followers, we were mentioned 275 times and
received 788 retweets during this week.
12,220 users visited the Victim Support website from 13 October - 19 October
with more than 70% of these users being first time visitors.
2017 Cannes Lions
Music / Silver Lion