Staff Reporter

NEW DELHI: Breakthrough, a non-profit organisation involved in issues such as violence against women, HIV/AIDS and human rights education, is all set to launch its third multi-media campaign against domestic violence.

Using the power of popular culture, media and education to transform public opinion and promote values of equality, justice and dignity, Breakthrough intends to take the initiative on a national scale.

Its ‘Bell Bajao’ campaign reiterates the fact that domestic violence affects everyone and all must work towards changing cultural norms and holding violators accountable.

Designed by Ogilvy and Mather, the campaign is supported by the Union Women and Child Development Ministry, UNIFEM and the UN Trust Fund.

It is an awareness ad campaign that will be aired on Doordarshan, private TV channels, radio, newspapers and the Net. Video vans will follow the ground activation across six districts over 150 days to build up public awareness on issues of domestic violence and women’s vulnerability to contact HIV/AIDS.

The campaign’s online avatar,, targets the youth and helps them recognise and engage with the issue using tools such interactive games.

Speaking on the importance of awareness about domestic violence, Union Minister of State for Women and Child Development Renuka Chowdhury says: “The campaign comes well with the notification of the Act on prevention of domestic violence and shall be a step towards ensuring the implementation of the law.”

Elaborating on the unique media strategy, Sonali Khan, Director of Communications at Breakthrough, says: “The campaign is unique as it calls for men to intervene in bringing domestic violence to halt. We hope it will create the necessary noise and contribute towards curbing one of the biggest social challenges we face.”