This PSA Conveys the Horrors of Domestic Violence Through Dance
Noam Murro Directs Real-Life Dancer Couple in an Emotionally Intense Routine
Oct 13, 2016
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.