Bell Bajao campaign resurfaces
31 Jan 2009
The Bell Bajao anti-domestic violence campaign has resurfaced on television. The Bell Bajao campaign was launched on 20 August 2008. This is a 360 degree media campaign with TV and radio spots, print ads, mobile video vans and an online campaign.
The social awareness ad is intended to makes everyone aware about violence that takes place behind closed doors in their neighbourhood and urges citizens to ring the doorbell and ask for either the ball, sugar or "can I use your phone?" excuse to intervene when there is domestic violence.
Breakthrough, a human rights organisation, is urging people across the country to do this whenever they encounter domestic violence. One of the ads has actor Boman Irani as the one who rings the bell.
The NGO has launched Bell Bajao (ring the bell) campaign, urging local residents to take a stand against physical abuse through simple acts. The campaign was launched on August 20 in collaboration with the Ministry of Women and Child Development, UNIFEM and the UN Trust Fund.
"Before the launch, we carried out a survey in Uttar Pradesh, Karnataka and Maharashtra. According to the findings, 80 per cent people believe that only family members should intervene if the husband physically abuses his wife," said Sonali Khan, director of communications, Breakthrough.
Khan says, "This shows that society and the community believe that it is not their business to interfere in somebody's domestic affairs. However, through this campaign we aim to encourage local residents to intervene when they encounter domestic violence."
Khan also said that they aim to create more awareness about 'Bell Bajao' through their media campaign, which includes TV and radio spots as well as print ads designed by Ogilvy & Mather.
The ad shows a group of local kids playing cricket, who hear the anguished screams of a woman being abused in the background. On hearing her screams, the kids immediately halt their play and rush to the house. They ring the doorbell and ask for their lost ball from the abuser. "By intervening in such a way, the volunteer lets the abuser know that he does not have the social sanction to domestic violence," explained Khan.
The two TV spots have been directed by Bauddhayan Mukherji of Little Lamb Films.
All the images on the website have been created by Devansh Jhaveri and Abhigya Shulka. This media campaign is being supported by on the ground force of youth and community leaders.
