Breakthrough’s ‘Bell Bajao!’ launched in India in 2008, is a cultural and media campaign that calls on men and boys to take a stand against domestic violence. The campaign seeks to reduce domestic violence against women and to highlight the role that men and boys can play in reducing violence.
Bell Bajao’s award-winning series of PSAs has been viewed by over 130 million people. The announcements, inspired by true stories, showed men and boys stepping up and ringing the bell to interrupt overheard domestic violence. In 2010, Breakthrough’s video vans traveled 14,000 miles through cities and villages screening these PSAs and involving communities through games, street theatre and other cultural tools resulting in a sustainable, on-ground process of transforming hearts and minds.
Bell Bajao has won 23 AWARDS at CANNES 2010 ADVERTISING FESTIVAL