Building on its award-winning "Bell Bajao" campaign ('Ring the Bell' in Hindi) in India, the Breakthrough organisation has launched a global campaign on domestic violence at the Clinton Global Initiative (CGI).
United Nations Secretary-General Ban Ki-moon has joined the campaign as the inaugural global "Champion," and Breakthrough will align with his UNiTE to End Violence Against Women campaign as its first global partner, Breakthrough's President and CEO Mallika Dutt announced on Tuesday.
"We are honoured and delighted to have Secretary-General Ban Ki-moon as our inaugural champion for the Global Bell Bajao campaign. Having a leader of his stature will inspire men and boys around the world to challenge social norms, take a stand against gender-based violence, and promote equal rights for women," she said.
Breakthrough's Bell Bajao campaign started in India as part of a three-year Clinton Global Initiative commitment to bring an end to the pandemic of violence against women and HIV/AIDS there by calling on men and boys to champion the cause by ringing the bell to interrupt domestic violence.
Through a series of powerful, award-winning print, radio, and television public service announcements, created pro bono by Ogilvy & Mather, Bell Bajao has started a national conversation in India by reaching more than 130 million people, enhancing public awareness of laws against domestic violence, and sharply increasing reporting of the crime.
So far, the campaign has won a Silver Lion Award at the Cannes International Advertising Festival, adding to the Gold Spike for Best Integrated Campaign at Spikes Asia 2010, the Gold Spike at Spikes Asia 2009, and the Gold and Silver Abby Awards at GOAFEST.