Original Title : Breakthrough
– Bell Bajao! Media Format : Internet (Web &
YouTube) Website : http://www.bellbajao.org Producer :
Breakthrough Language : English Location
: Delhi, INDIA Contact : meghana@breakthrough.tv
DESCRIPTION
Breakthrough is a global human rights organization that 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.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.
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).
EVALUATION
The Jury noted that the Bell Bajao Blog is a unique idea for opening up
visible and accessible discussions over the "private matter" of domestic
violence. It was noted that 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. It was also 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
