Ring a bell against domestic violence
Asking for a cup of milk can be a small way to bring domestic violence to a halt. Videos urging people to intervene physical abuse in their neighbourhood through such innovative ways is a part of the ‘Bell Bajao’ campaign in India, launched by Breakthrough, an international human rights organisation.
The next time you hear your neighbour beating his wife, ring the doorbell and ask for a cup of milk.
This is what Breakthrough, a human rights organisation, is urging people across the country to do when they encounter domestic violence.
- The campaign took off in Aurangabad / Photo credit: Bell Bajao
Domestic violence affects everyone and so to stop violence both men and women must work towards changing cultural norms and holding violators accountable.
Breakthrough has launched ‘Bell Bajao’ (ring the bell) campaign that urges local residents to take a stand against physical abuse through simple acts. It is a call to both men and women to bring domestic violence to a halt.
Designed by India’s leading advertising agency, Ogilvy & Mather, the campaign was launched on August 20, 2008 in collaboration with the Ministry of Women and Child Development, Government of India, UNIFEM and the UN Trust Fund.
Bringing change
Breakthrough is using the power of popular culture, media, and education to transform public attitudes and promote values of equality, justice, and dignity around the world.
The awareness and intervention ad campaign, will be disseminated across Doordarshan and private television channels, radio channels, press and the internet.
Video vans will follow with on the ground activation across six districts over 150 days building awareness on issues of domestic violence and women’s vulnerability to HIV/AIDS.
The first van began its outreach in Aurangabad, Maharashtra on August 30, 2008. Lucknow, Nashik, Aligarh, Dakshin Kanada, Mandya are among other destinations covered by these vans.
The campaign in Maharashtra will be promoted by Breakthrough’s local partners including Network of Aurangabad by People Living with HIV (NAP+), Men Against Violence and Abuse (MAVA), Rural Relations, Lokmat, Radio Mirchi and Jagran Pehel.
Awareness through multimedia
The campaign's site targets the youth, and helps them recognise the phenomenon and engage with the issue using a variety of tools like a blog and interactive games.
This venture has been supported by online partners such as The Viewspaper, Zapak, Contests2Win, Ibibo and Blank Noise.
Speaking on the importance of awareness about and action against Domestic Violence, the Minister for Women and Child Development, Renuka Chaudhury said, “The campaign comes well with the notification of the Act on prevention of domestic violence and shall be a step towards ensuring the implementation of the law.”
Elaborating on the unique media strategy, Sonali Khan, Director, Communications, at Breakthrough said, “The campaign is unique as it calls for men to intervene in bringing Domestic Violence to halt. We hope this media campaign will create the necessary noise and contribute towards curbing one of the biggest social challenges we face.”
Zenobia Pithawala, Senior Director, Ogilvy & Mather said, "The conceptualisation of the campaign was truly challenging as we wanted to ensure an action and behavior change element to be the key takeaway from the creative”.
