Breakthrough's latest multimedia
campaign "Bell Bajao" (Ring the Bell), urges men to take a stand
against domestic violence.One out of every three women faces violence behind
closed doors, so whether it's ringing a door bell to stop a crime, or speaking
out, make sure you're doing your part to ensure women in your communities are
living free of violence. It's about time we all stop being silent witnesses.
The campaign launched on August 20, 2008 with TV and radio spots, print ads,
mobile video vans and an online campaign. It was released in collaboration with
the Ministry of Women and Child Development in India. It has been created pro
bono by Ogilvy & Mather. Zenobia Pithawalla, Sr Creative Director, O&M,
spearheaded the campaign. The two TV spots have been directed by Bauddhayan Mukherji
of Little Lamb Films. All the images on the website have been given by Devansh
Jhaveri and Abhigya Shulka.