The next time you hear your neighbour beating his wife, ring the doorbell and ask for a cup of sugar.
‘Bell Bajao’ campaign by NGO urges people to help stop physical abuse
The next time you hear your neighbour beating his wife, ring the doorbell and ask for a cup of sugar. This is what Breakthrough, a human rights organisation, is urging people across the country to do when they encounter domestic violence.
The NGO has launched ‘Bell Bajao’ (ring the bell) campaign which urges local residents to take a stand against physical abuse through simple acts. The campaign was launched on August 20 in collaboration with the Ministry of Women and Child Development, UNIFEM and the UN Trust Fund.
“Before the launch, we carried out a survey in Uttar Pradesh, Karnataka and Maharashtra. According to the findings, 80% people believe that only family members should intervene if the husband abuses his wife,” said Sonali Khan, director of communications at Breakthrough.
“This shows that society and the community believe that it is not their business to interfere in somebody’s household matter. However, through this campaign we aim to encourage local residents to intervene when they encounter domestic violence.”
Khan further said that they aim to create more awareness about ‘Bell Bajao’ through their media campaign, which includes TV and radio spots as well as print ads designed by Ogilvy & Mather.
Zenobia Pithawala, senior director of Ogilvy & Mather, said, “The conceptualisation of the campaign for ‘Bell Bajao’ was challenging as we wanted to ensure that the audience can sense the change in action and the behaviour of the abuser.”
The ad shows a group of local kids playing cricket while a woman is being abused in the background. On hearing her scream, the kids immediately halt their play and rush to the house. They ring the doorbell and ask for their lost ball from the abuser. “By intervening in such a way, the volunteer lets the abuser know that he does not have the social sanction to domestic violence,” explained Khan, adding, that they have also launched their website, www.bellbajao.org.
Apart from this, the campaign will also feature a video van, which will travel to six districts in 150 days and spread awareness by engaging the local community in street plays, games and other fun activities. “The video van will start from Aurangabad on August 30 and travel to Nashik after 20 days. After that the van will travel to Uttar Pradesh and Karnataka,” said Khan.
r_priya@dnaindia.net
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