Bell Bajao

This article is about Indian campaign to end domestic violence. For other topics about domestic violence, see Outline of domestic violence.
Bell Bajao Campaign by Breakthrough
Founder Mallika Dutt
Type Community Service
Focus Domestic Violence
Location
Slogan bring human rights home
Website http://www.bellbajao.org/

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.[1] When resident, 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.

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.[2] 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.[3]

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. Like the "Is This Justice?" campaign, this campaign was produced pro bono by the advertising agency Ogilvy and Mather and directed by Bauddhayan Mukherji of Little Lamb Films.

Breakthrough

Breakthrough is an international human rights organization using the power of popular culture, media, and community mobilization to transform public attitudes and advance equality, justice, and dignity. "Restore Fairness" (urges U.S. government to restore due process to US immigration system), "Is this justice" (about domestic violence) and "What kind of man are you" (about HIV/AIDS and condom usage) are other initiatives in the United States. Most recently, Breakthrough created America 2049 a Facebook game set in a dystopic alternative future which deals with issues of immigration, sex trafficking, and labor rights. Breakthrough addresses critical global issues including violence against women, sexuality and HIV/AIDS, racial justice, and immigrant rights.[4]

Focus

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.[5][6] 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:

Awards and recognition

  1. Silver Lion, Cannes Film Festival (Bell Bajao), 2010
  2. Silver at the London International Advertising Awards 2010
  3. Official Selection, Festival Du Cannes, Short Film Corner 2010
  4. Gold and Silver at Goafest, (Bell Bajao), 2009
  5. Gold at Spikes Asia 2010
  6. Gold at Spikes Asia 2009
  7. One Show Merit 2009
  8. One Show Merit 2010
  9. Young Achiever's Award from Advertising Club of Bombay (Bell Bajao), (O & M's Ryan Mendonca), 2009
  10. Best Integrated Campaign of the Year, Creative Abby Awards at Goafest for Public Service, Appeals and Charity (Bell Bajao), 2009
  11. Laadli Awards (Little Lamb Film's Bauddhayan Mukherji[10]) 2010

References

External links

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