Project Name: Bell Bajao
Initiated by: Breakthrough
Bell Bajao is an online campaign programme initiated by Breakthrough, a non-profit organization, in August 2008 that urges local residents to take a stand against physical violence. Breakthrough is an India and U.S.-based international human rights organization that mainstreams discussions about violence against women and girls, and its relationship to HIV/AIDS, by harnessing the power of pop culture, media and community mobilization to inspire people.
The Bell Bajao is a domestic violence awareness campaign that targets boys and men and calls on them to intervene, if they witness domestic violence. The campaign takes simple intervention – ‘ringing the door bell when they witnesses domestic violence taking place’. The campaign integrates cultural and media strategy to address the issue physical violence at the mainstream conversation.
Bell Bajao uses range of media tools such as television, online campaigning, educational materials, video vans to mobilize grass roots community mobilization component that emphasizes on the right to negotiate for safer sex, the right to residence, the protection of women against domestic violence, etc. Presently, over 75,000 rights advocates have been trained to become agents of change. Thus, 49 percent increase in the number of people aware of the Protection of Women from Domestic Violence Act in India, and a 15 percent increase in access to services for survivors.