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UN joins ‘Bell Bajao’ campaign on domestic violence
Wednesday, September 22, 2010 11:00:08 AM,
IANS
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United
Nations: 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 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.
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