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Bell Bajao
Bell Bajao (Hindi for 'ring the bell') is an anti-domestic violence campaign that urges local residents to take a stand against physical abuse through simple acts meant to interrupt domestic violence.〔(【引用サイトリンク】title=Ring the bell, stop domestic violence )〕 When resident, especially men, overhear violence against a woman taking place they are urged to ring the doorbell and ask a simple question - 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 August 20, 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. United Nations Secretary General Mr. 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.
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.
== Breakthrough ==
Breakthrough is an international human rights organization using the power of popular culture, media, and community mobilization to transform public attitudes and advance equality, justice, and dignity. "Restore Fairness" (urges U.S. government to restore due process to US immigration system), "Is this justice" (about domestic violence) and "What kind of man are you" (about HIV/AIDS and condom usage) are other initiatives in the United States. Most recently, Breakthrough created ''America 2049'' a Facebook game set in a dystopic alternative future which deals with issues of immigration, sex trafficking, and labor rights. Breakthrough addresses critical global issues including violence against women, sexuality and HIV/AIDS, racial justice, and immigrant rights.〔(【引用サイトリンク】title=‘Pop culture a powerful tool in human rights advocacy’ )〕
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