This week, Breakthrough, a global human rights organization that focuses on the use of the media and pop culture to address issues such as immigrant rights and violence against women, is launching an international media campaign to combat domestic violence.
Building on the successful Bell Bajao campaign (“Ring the Bell” in Hindi), the effort will use PSAs, social networking sites such as YouTube, blogs, and traditional media to encourage young men and boys to ring the doorbells of homes where they hear domestic violence taking place. The campaign has already reached 130 million people in India, according to a Breakthrough spokesperson, and will now reach out to international audiences in the US, Pakistan, and Vietnam, among other countries.
Campaign partners include Omnicom (Ogilvy & Mather did pro bono work on the campaign) and the UNiTE to End Violence Against Women Campaign. The campaign will launch tomorrow at the Clinton Global Initiative‘s (CGI’s) “Empowering Girls and Women” event.