Bell Bajao

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Bell Bajao Campaign by Breakthrough

Founder	Mallika Dutt
Type	Community Service
Focus	Domestic Violence
Location	India, United States
Website	https://www.bellbajao.org/

Bell Bajao (Hindi for 'ring the bell') is an anti-domestic violence campaign in India. It urges local residents to take a stand against physical abuse through acts meant to interrupt domestic violence.^[1] Residents, specifically men, are urged to "ring the doorbell" and ask a simple question when they overhear violence against a woman taking place, such as to borrow some tea, to use the phone, or to have a glass of water. This is meant to let the abuser know that others can hear them and will act to interrupt the violence.

The campaign was launched in India on 20 August, 2008, by Breakthrough in collaboration with the Ministry of Women and Child Development, UNIFEM, and the UN Trust Fund. The global campaign, known in English as "Ring The Bell," was launched at the Clinton Global Initiative.^[2] United Nations Secretary General Ban Ki-moon joined the campaign as the inaugural global "champion," and Breakthrough will join forces with his UNiTE to End Violence Against Women campaign as its first global partner.^[3]

This campaign promotes individual action against domestic violence. The campaign featured award-winning Public Service Announcements, as well as media and training tools. The campaign targets boys and men and calls on them to intervene if they witness domestic violence. A key aspect of the campaign was thinking of men as partners in ending domestic violence, instead of only as violators. The PSAs reached over 130 million people. Like the "Is This Justice?" campaign, this campaign was produced pro bono by the advertising agency Ogilvy and Mather and directed by Bauddhayan Mukherji of Little Lamb Films.