Today sees the launch of one of the most thought-provoking videos to tackle the issue of domestic abuse in recent years.
On average, high-risk victims live with domestic abuse for over two years before getting specialist help. 1.9 million people experienced domestic abuse last year and almost two people a week were killed by their current or former partner . The new video powerfully demonstrates that there is a way out and encourages victims, or those that suspect they might know someone in an abusive relationship, to #breaktheroutine.
The video vividly captures the damaging cycle of abuse that so many victims endure. A harrowing dance routine sees the dance partners (a husband and wife team), depict repeat physical and coercive abuse (which is also now classified as a criminal offence), before the final moments show the perpetrator of the abuse trapped behind an invisible barrier and the victim of abuse safe on the other side.
The powerful video was created pro bono by leading international creative agency J Walter Thompson London, for the National Centre for Domestic Violence and Victim Support. An exclusive Ellie Goulding track provides the haunting backing music for the dance and was also donated at no cost.
The video aims to highlight how people can get trapped in a routine of escalating violence and abuse that they feel powerless to break. It also aims to capture the very complex feelings and range of emotions that can be experienced in an abusive relationship and to dispel the myth that abusive relationships should be easy to leave. Figures show that on average people experience 2.3 years of abuse before seeking specialist support.
Please share this video as widely as possible across your social media platforms, using the hashtag #breaktheroutine, so that we can raise as much awareness as possible of the help that is available for anyone needing support.
You can read more background about the video here