NCDV: Break The Routine

Responding to the fact that it takes high-risk domestic abuse victims an average of two years to seek specialist help, JWT London has created a highly emotive and dramatic spot to promote the services of The National Centre for Domestic Violence (NCDV).

The organisation provides fast and free support to domestic violence victims, including the option to take out an injunction within the first 24 hours of contact.

Helmed by Noam Murro, the spot was brought to life through the power of dance - with real-life couple Jennifer White and Jason Kittelberger reimagining and reenacting the reality of living in a violent relationship and demonstrating both the physical and emotional effects.

“Dance has an inherent emotional intensity, which we’ve used to give impact to a disturbing reality – but also a true offer of hope," says JWT's ECD Russell Ramsey.

Use the #BreakTheRoutine to follow the campaign's progress.

Look out for an interview with Noam Murro on realising the spot early next week.