Bell Bajao (Ring the Bell)

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Breakthrough's latest multimedia campaign "Bell Bajao" (Ring the Bell), urges men to take a stand against domestic violence.One out of every three women faces violence behind closed doors, so whether it's ringing a door bell to stop a crime, or speaking out, make sure you're doing your part to ensure women in your communities are living free of violence. It's about time we all stop being silent witnesses. The campaign launched on August 20, 2008 with TV and radio spots, print ads, mobile video vans and an online campaign. It was released in collaboration with the Ministry of Women and Child Development in India. It has been created pro bono by Ogilvy & Mather. Zenobia Pithawalla, Sr Creative Director, O&M, spearheaded the campaign. The two TV spots have been directed by Bauddhayan Mukherji of Little Lamb Films. All the images on the website have been given by Devansh Jhaveri and Abhigya Shulka.