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Breakthrough addresses the issue of domestic violence through ‘Bell Bajao’ campaign

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Breakthrough addresses the issue of domestic violence through ‘Bell Bajao’ campaign

International human rights organisation Breakthrough has launched its third multimedia campaign – ‘Bell Bajao’ – a call to both men and women to put an end to domestic violence. The campaign has been designed by O&M on a pro bono basis. The campaign is supported by the Ministry for Women and Child Development, UNIFEM and the UN Trust Fund.

‘Bell Bajao’ is an awareness and intervention ad campaign that will be disseminated across Doordarshan and other TV channels, radio channels, press and the Internet. Video vans will follow with on-ground activation across six districts over 150 days to begin with, building awareness on issues regarding domestic violence and women’s vulnerability to HIV/AIDS.

The campaign’s online avatar is, which targets the youth and helps them recognise the problem and engage with the issue using a variety of tools like a blogs and interactive games. This venture has been supported by online partners such as, The Viewspaper, Zapak, and Contests2Win.

Speaking on the importance of awareness about and action against Domestic Violence, 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 media strategy, Sonali Khan, Director of Communications, 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.”

She added, “Through this campaign, we have tried to deliver a very complex message in a simple and effective way, which is powerful in its simplicity. It is a very powerful call for action.”

Breakthrough had previously created a well received music album ‘Mann Ke Manjeere’ in collaboration with singer Shubha Mudgal, Prasoon Joshi and Shantanu Moitra.


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