This PSA Conveys the Horrors of Domestic Violence Through Dance

Noam Murro Directs Real-Life Dancer Couple in an Emotionally Intense Routine

By Alexandra Jardine. Published on Oct 13, 2016

Editor's Pick

A new film for U.K. domestic abuse charities Victim Support and National Centre for Domestic Violence aims to convey the horrors of violent relationships via the medium of contemporary dance.

The spot, created by JWT and directed by Biscuit's Noam Murro, features an intensely physical routine by two dancers who are a real-life couple, with a new track specially recorded by singer Ellie Goulding. It's set in a bare house, where their movements mimic violent acts, until at the end of a dramatic chase, the man is finally stopped by an invisible barrier and the woman knows she is safe. After informing the audience that on average, high-risk victims live with domestic abuse for over two years before getting specialist support, the film ends with the line "Break the Routine."

The dance was choreographed by Sidi Cherkaoui, an associate artist at Sadler's Wells, London and a guest artistic director of the National Youth Dance Company. As well as the film, a live performance of the dance took place on Wednesday Oct. 12 in London, driving awareness of the hashtag #breaktheroutine. Specially trained Victim Support advisors were on hand to give information and support.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Oct 13, 2016
JWT London
Victim Support/National Centre for Domestic Violence
Executive Creative Director:
Russell Ramsey
Creative Director:
Adam Collins
TV Producer:
Charlotte Jude
Jennifer White
Jason Kittelberger
Sidi Larbi Cherkaoui
Production Company:
Biscuit Filmworks
Noam Murro
Director of Photography:
Ed Wild
Head of Operations:
Mark Groves
Client Director:
Lucy Hastings, Director at Independent charity Victim S
Production Company Producer:
Charlotte Woodhead
Editorial Company:
Stewart Reeves
Post Production:
Electric Theatre Collective
Sam Ashwell
Sound Company:
750 MPH
Managing Director:
Shawn Lacy
Executive Producer:
Orlando Wood

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.