Bell BaJao !!!

MAKE YOUR PROMISE AND

#RINGTHEBELL.
CREATING AN EQUAL WORLD BY CHANGING THE
WAY PEOPLE SEE WOMEN AND GIRLS.

Bell Bajao (Hindi for 'ring the bell') is an anti-domestic violence campaign

that urges local residents to take a stand against physical abuse through
simple acts meant to interrupt domestic violence.
 When residents, especially men, overhear violence against a woman taking
place, they are urged to ring the doorbell and ask a simple question - such as
to borrow some tea, to use the phone, or to have a glass of water. This is
meant to let the abuser know that others can hear them and will act to
interrupt the violence.
Breakthrough’s Bell Bajao! – Campaign
against Domestic Violence
 Who are we Breakthrough is global human rights organization. Based in
India and the United States, Breakthrough addresses critical global issues
including violence against women, sexuality and HIV/AIDS, and
immigrant rights and racial justice.
Our Vision A world where all individuals and communities live with
dignity, equality and justice.
The Mission is to empower individual and communities to stand for
universal human rights by using multimedia tools that transform hearts
and minds.
Individual Partnerships Shared learning Media & Culture Community
Mobilization How we Breakthrough
 Living a violence free life- Bell Bajao!
The campaign was launched in India on August 20, 2008 by Breakthrough  in collaboration with
the Ministry of Women and Child Development, UNIFEM and the UN Trust Fund.
The global campaign, known in English as Ring The Bell, was launched at the Clinton Global
Initiative.
 United Nations Secretary General Ban Ki-moon joined the campaign as the inaugural global
“champion,” and Breakthrough will join forces with his Unite to End Violence Against Women
campaign as its first global partner.

This campaign promotes individual action against domestic violence. The campaign featured
award-winning Public Service Announcements, as well as media and training tools.
The campaign targets boys and men and calls on them to intervene if they witness domestic
violence. A key aspect of the campaign was thinking of men as partners in ending domestic
violence, instead of only as violators.
The PSAs reached over 130 million people.
The Bell Bajao ! campaign, rolled out by the organization in 2008,was a serious
call to end domestic violence. With the help of television, radio and print ads in
addition to community awareness programmes across India, Bell Bajao! has
reached more than 130 million people.
 The campaigns also features mobile video van that travelled to three states
in India-Karnataka, Maharashtra and Uttar Pradesh in addition to 6
advertisements that were aired on all major television channels.
Mobile van activity was supported by interviews and views from leading
personalities, celebrities, for the ‘Bell Bajao-Champion Voices’ initiative.
Also the champions were eminent figures from various walks of life who are
seen as inspiring models who can drive change in society.
 The video van activities helped to reach out 5.5 million people in four districts
of Karnataka.
The campaign majorly targeted men and boys and engaged them to play a more
pro-active role to prevent domestic violence and the awareness and
intervention campaign which was funded by UN Women and implemented by
Breakthrough Trust
 The video van promoted helpline numbers 103 and 1298 and will have an engaging
emcee, audio visual appeal, street theatre group, interactive gender bender games and
celebratory champion voices and pamphlets.
The campaign also won a reputed award in the Film Lions category of Cannes
Advertising Festival for the advertisement titled "The Bus Driver", which was based on
the real-life incident in Aurangabad district of Maharashtra, where a bus driver refused
to play a passive role as a woman was beaten up by her husband.
In addition to above initiatives, around 23 workshops and public education activities
were conducted with 575 staff and members of NGO, CBO, and the positive people’s
network in Karnataka and Uttar Pradesh to enhance their understanding of the issue.
Violence against Women – every person in this world is entitled to a fundamental set of human
rights that allow her or him to live with dignity and self-respect.
For too long, women have been regarded as less than human, and therefore, not entitled to
these human rights. Breakthrough works to transform attitudes towards women so that they
can realize their full potential.
One key example is the Breakthrough Mann Ke Manjeere music video that has become a cult
classic that speaks to woman’s celebration of self-discovery and the ability to make choices in
life. The Bell Bajao! campaign brought attention to domestic violence through a powerful
series of PSAs which focused attention to this issue.
 Creating awareness

Breakthrough uses innovative tools to engage youth and create a culture of human rights. Here are a
few ways that Breakthrough spreads the Bell Bajao! message throughout the country
Celebrity involvement: the actor Boman Irani who is brand ambassador for this campaign weaves in
men into the initiative saying that men can stop domestic violence by becoming sensitized and
involved in the issue.
Television, radio and press: 32 million people have seen and heard the message of Bell Bajao.
Through television, radio and press. Television advertisements depict men and boys who hear
domestic violence and take a minute out their everyday lives to intervene and stop the violence.
Video Vans: mobile vans have been on the road for 150 days, traveling 80,000 kilometers across 6
districts in Uttar Pradesh, Karnataka and Maharashtra and have exposed 2.7 million people to this
burning issue. Innovative and interactive, the van built audience-participation through games,
street theater, audio visual tools and quizzes.
Interactive, dedicated website: breakthrough’s ground-breaking blog
on www.bellbajao.org provides a platform – previously nonexistent in India – for dialogue about
domestic violence. To date, witnesses, victims and advocates have all had an open space for
personal testimony and reflection.
 Awards and Recognitions
Silver Lion, Cannes Film Festival (Bell Bajao), 2010
Silver at the London International Advertising Awards 2010
Official Selection, Festival Du Cannes, Short Film Corner 2010
Gold and Silver at Goafest, (Bell Bajao), 2009
Young Achiever's Award from Advertising Club of Bombay (Bell Bajao), (O & M's Ryan
Mendonca), 2009
Best Integrated Campaign of the Year, Creative Abby Awards at Goafest for Public Service,
Appeals and Charity (Bell Bajao), 2009
Laadli Awards (Little Lamb Film's Bauddhayan Mukherji 2010
Manthan award in 2011, started by the Digital Empowerment Foundation