LEADING HUMAN rights organization, Breakthrough brought its award winning Bell Bajao! to Delhi recently. Expanding its messaging beyond violence in the domestic space, the campaign will address eve-teasing and sexual harassment in the public space. Ms Shirin Paul launched the campaign amidst much fanfare by flagging off the educational video van that will travel across schools and colleges in Delhi for 15 days until 22nd August.

“Bell Bajao! has become a clarion call urging men and boys to take a stand against domestic violence,” said Mallika Dutt, President and CEO, of Breakthrough. “Through our partnerships with government agencies like the Ministry of Women and Child Development, the entertainment industry, the UN and community based groups, Breakthrough has already reached more than 130 million people across the country. We are honored to have Ms Paul and the Apeejay group support our campaign. We hope this partnership will help us to spread Bell Bajao’s message in our capital given its high levels of gender based violence."

Breakthrough’s video vans engage and educate masses on domestic violence and the Protection of Women from Domestic Violence Act 2005. This time the campaign will broaden its scope by addressing eve-teasing and sexual harassment in the public space. The van with its distinctive audio-visual screenings of the Bell Bajao PSAs will be accompanied by street theatre performances, puppet shows, opinion polls, interactive games and flyers, and will sensitize young adults in the Delhi area on the need to take action against eve-teasing and sexual harassment.

Apeejay Group is honored to partner with Breakthrough’s Bell Bajao! Campaign against gender based violence. With increasing instances of crimes against women, falling sex ratios should be of grave concern for law enforcement and government agencies. We call upon the community to take action, and Ring the bell! against violence against women, said Ms Priya Paul, Chairperson, CII National Committee on Women Empowerment and Chairperson Apeejay Surrendra Park hotels.

“For us human rights must live in every home to ensure women enjoy equality and freedom,” says Sonali Khan, Country Director Breakthrough India.”Our latest campaign is an effective example of that philosophy. To know that the girl standing next to me in line at a trial room in a mall, has a bruise on her cheek and it most probably is a violation of her right as a woman, is scary enough. What is scarier is the fact that girl would deny it when asked about it. So the Bell Bajao! campaign can really help wake up Delhi and Radio Mirchi has been and will do everything to make this a success,” adds popular RJ Safia Ally from Radio Mirchi.

Breakthrough’s internationally lauded campaign Bell Bajao! created pro bono by Ogilvy & Mather has been endorsed by prominent male leaders like UN Secretary-General, Mr. Ban Ki Moon- Secretary General UN, Bollywood star - Boman Irani, Scriptwriter - Javed Akhtar, Filmmaker - Anurag Kashyap and many more. It has won a Silver Lion at the Cannes 2010 International Advertising Film Festival and the best integrated campaign at the Goafest 2009. The PSAs have already been adapted in Vietnam and Pakistan.