Transcript Breakthrough`s Bell Bajao!

Breakthrough’s Bell Bajao!
– Campaign against
Domestic Violence
Who are we
Breakthrough is global human rights organization. Based in India and the
United States, Breakthrough addresses critical global issues including violence
against women, sexuality and HIV/AIDS, and immigrant rights and racial
justice.
Our Vision
A world where all individuals and communities live with dignity,
equality and justice.
Our Mission
We empower individual and communities to stand for universal human
rights by using multimedia tools that transform hearts and minds.
How we Breakthrough
Media & Culture
Partnerships
Individual
Community Mobilization
Shared learning
Living a violence free lifeBell Bajao!
With
the
Bell
Bajao!
Campaign,
Breakthrough implements its mission to
mobilize communities to value and uphold
human rights, and to transform individual
attitudes and behaviors.
Breakthrough has been conducting Bell
Bajao! in India since 2008, and announced
in late 2010 that the campaign would
become global in scope starting in 2011.
Bell Bajao! is a cultural, organizing and media
campaign strategy that calls on men and boys
to join efforts to end violence against women.
Breakthrough has consistently approached
men as thought leaders and featured men as
partners who can call on other men and
women to end violence.
Breakthrough suggests that men can contribute
equally in ending this menace of violence
against women by changing their personal
behavior and/or intervening to confront the
abusive behavior of other men.
Men & Boys - part of the solution
Breakthrough’s research revealed that the very few that did intervene in
cases of domestic violence well over 50% were men
Breakthrough’s Bell Bajao! (Ring the bell!) calls upon men and boys to take a
stand against domestic violence.
Bell Bajao! represents men as positive and proactive
Spreading the word
on Bell Bajao!
Street theater engaging men &
boys in Uttar Pradesh
Bollywood star Boman Irani speaking
to the media on Bell Bajao launch
Reaching out to men & boys
Boman Irani as a part of our Bell
Bajao ad
Our award winning Bell Bajao ad with
men and boys
The Bell Bajao! Campaign, as part of its community mobilization initiatives in
Karnataka and Uttar Pradesh, employ multi-media vans to incorporate
Breakthrough’s multi-media video messages.
Video Van outreach primarily reaches mean and boys as they tend to
overwhelmingly occupy public spaces in India.
In addition to developing media strategies to engage men as agents of change,
Breakthrough trainers work with NGOs and CBOs as partners to effectively
take the message to their local communities through Breakthrough’s Rights
Advocate Program.
How we ring the bellOur Strategies
Our Tools
Mass Media
TV
Print
Radio
Mid Media
Video van
Pamphlets
Melas
Poster
New Media
Website
Blog
Twitter
Facebook
Mobile
platform
Community
Mobilization
Street theatre
Puppet shows
Cultural
performance
The campaign’s media component was its
most prominent and visible feature.
Television proved to be the most effective
and far-reaching dissemination tool for the
campaign, reaching more than 130 million
viewers.
Dissemination via video vans reached over
7.5 million people and enabled the public to
ask questions about domestic violence and
women’s rights.
The Bell Bajao! micro site engaged public
audiences through the blog and social media
tools.
The media campaign was accompanied by
strong community mobilization initiative in
the states of Karnataka and UP, led by
Breakthrough’s Rights Advocates Program .
The mobilization initiative involved extensive
leadership trainings, mass outreach, and faceto-face educational events. Over 75,000 people
have been facilitated through Breakthrough’s
programs
Breakthrough also identifies potential
partners and holds a set of networking
meetings with each group to gauge its ability
and interest in engaging with Bell Bajao!.
Our Impact
The evaluation of Bell Bajao! captures how a multi-media campaign, supported by
in-depth community mobilization activities, can increase knowledge, change
perceptions and attitudes, and mobilize action to reduce domestic violence.
Knowledge on Protection of Women from Domestic Violence (PWDV) Act 2005
Exposure to the Campaign:
Attitude of men
A husband can beat/slap his wife if she refuses to have sex with him
Male
Female
Total
Yes
Yes
Yes
Baseline
38.7
41.2
40.0
End line
4.3
31.9
18.1
Significance
level
.001
Societal norms of viewing women as a property of men is changing, this
change is greater among men as compared to women.
If a woman facing violence and takes legal action
she is bringing same to family-NO
81.6
73.9
Female
0
20
81
35.2
Male
40
60
80
Base line
100
120
140
160
180
End line
The attitudinal shift among men is tremendous about women taking legal
action and speaking out about the violence they face.
Community taking action
Who in the community took action against domestic violence – By gender
(per cent of cases)
Men
Base 57.7
line
End 82.3
Line
Male say
Women
Community Men
leaders
37.8
48.6
52.0
48.9
37.6
72.8
Female say
Women Community
leaders
35.7
52.0
74.6
32.3
In the areas where Bell Bajao campaign was taken, it has been found that
men are coming forward to take action against DV.
What women will do if she is abused by her
husband
40
35
30
25
20
15
10
5
0
37.9
28.1
31
28.6
20.9
25.6
18.3
12.3
14.9
Remain silent
Adjust to the
situation
lodge ann FIR
Base line
Go to police
16.1
Go to court /
lawyer
End line
The graph clarifies that in the post Bell Bajao Campaign situation, women
are not accepting their humiliation and disgrace silently. .