The power of media to inspire people to take bold action for dignity


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Delhi, INDIA
IN India

In development

About the project Edit

Breakthrough uses the power of media, pop culture, and community mobilization to inspire people to take bold action for dignity, equality, and justice. 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.

In what ways is this project unique and creative? Edit

The Bell Bajao Blog is a unique idea for opening up visible and accessible discussions over the "private matter" of domestic violence These platforms include social networking sites like Facebook and Twitter, the blogosphere, video sharing websites like Youtube and Vimeo and news dailies and wires (print & online).

What is the social value of this project? Edit

Breakthrough Bell Bajao campaign’s main objective is to raise awareness on domestic violence by bringing it in the purview of mainstream discussions on platforms that have mass viewership and readership.

What is the potential of this project to expand and develop? Edit

Winner 2011, E News and Media, Manthan Award 2011, Digital Inclusion for Development , South Asia
The Jury noted that due to the very nature and the dealing subject matter, the blog became an outlet for many survivors, researchers and bloggers, to talk about the increasing epidemic of violence against women and the repression of domestic violence in the Indian society. The Jury further noted that this initiative of multimedia campaign for a right cause could create significant on-ground youth mobilization, reaching over 130 million people in India and it has won all the major advertising accolades, most notably the Silver Lion at the Cannes Advertising Festival. The Jury felt that the initiative is serving a great cause for the society using cyber media very effectively.

What was the triggering factor of this project? Edit

The Bell Bajao Blog, launched in 2009, may be the first discussion forum using cyber media in the country, where people could anonymously talk about a grave and sensitive issue such as domestic violence without any privacy problem.

What is the business model of this project? Edit

Breakthrough is a global human rights organization.

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  • DEF - Digital Knowledge Center

    DEF - Digital Knowledge Center

    Digital Knowledge Center (DKC) is an initiative of Digital Empowerment Foundation (DEF) & National Internet Exchange of India (NIXI) to function as an ‘Online repository’ of best digital contents for development in India and South Asia.

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