In 2008, with our campaign “Bell Bajao!” We kickstarted a cultural and media movement to call on men and boys to take a stand against domestic violence, urging them to become a part of the solution.
The campaign included a series of award-winning PSAs, inspired by true events showing men and boys step up and take charge by ringing the bell to interrupt overheard domestic violence. These PSAs have now been viewed by over 130 million people. In 2010, our video vans traveled 14,000 miles, to cities and villages far and wide, including communities in the conversation through cultural tools like games and street theatre.