Breakthrough launches its global campaign on domestic violence at the Clinton Global Initiative (CGI) this week. Building on the award-winning Bell Bajao campaign (‘Ring the Bell’ in Hindi) in India, Breakthrough’s powerful PSAs, media tools, and training efforts will encourage men and boys to interrupt domestic violence by ringing the doorbell of homes where they hear abuse.

United Nations Secretary General Mr. Ban Ki Moon has 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. Mallika Dutt, President and CEO of Breakthrough, will announce this partnership, as well as the organization’s global commitment, during CGI’s “Empowering Girls and Women” plenary on Tuesday, September 21, 2010.

Breakthrough's Bell Bajao Campaign in India was part of a three-year Clinton Global Initiative commitment in 2006 to bring an end to the pandemic of violence against women and HIV/AIDS in India. Breakthrough introduced a series of powerful print, radio, and television public service announcements in 2008 that told true stories of men and boys stopping violence in their neighborhoods. Created pro bono by Ogilvy and Mather, this campaign has won a Silver Lion Award at the Cannes International Advertising Festival, the Gold Spike at Spikes Asia, and the Gold and Silver Abby Awards at GOAFEST. In addition to reaching more than 130 million people, Bell Bajao has led to an increased awareness of laws against domestic violence and increased reporting of the crime.

“The Global Campaign 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, like true ‘champions,’” says Dutt. “Men and boys from around the globe and all walks of life will be invited to join the campaign, share their own transformative stories, learn how to become mentors and advocates, and thereby, become key players in the global effort to combat violence against women.”

The campaign’s partners include: UNiTE to End Violence Against Women, Sigrid Rausing Trust, UNIFEM [UN Women], Omnicom Group including DDB Worldwide and Tribal DDB, and Ogilvy & Mather, For more information about the new global campaign or to sign the pledge and become a “champion,” please visit www.bellbajaoglobal.org.