Bell Bajao Campaign -Bihar,Delhi,Haryana,Karnataka,Uttar Pradesh- CSR Projects India

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Bell Bajao Campaign


Organization : Breakthrough


Location : Bihar,Delhi,Haryana,Karnataka,Uttar Pradesh


Project Description

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 and to highlight the role that men and boys can play in reducing violence.

Breakthrough targets men as much as women but in positive way, to seek their support in making gender violence unacceptable. Men and boy who are exposed to its programme have been seen to intervene directly when they encounter violence against women, as well as changing their own behaviour towards women. Breakthrough’s award-winning campaigns headline that change towards equality and justice begins from home.

The Bell Bajao Campaign reached 130 million viewers in Phase 1 and 110 million in Phase 2.

Breakthrough’s video van travelled 14,000 miles through cities and villages bearing this message to 7.5 million.

76,000 people reached by community advocate.

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’s tools and messages have been adapted by individuals and organisations around the world, including Canada, China, Pakistan and Vietnam. The campaign has won Breakthrough 23 awards including the Silver Lion at the 2010 Advertising Festival held at Cannes.


Project Type : Donor funded


Project Donors and Partners

Ministry of Women and Child Development, UNIFEM and UN Trust Fund

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