Campaign Urging Men and Boys to Interrupt Acts of Domestic Violence Goes Global at 2010 Clinton Global Initiative
NEW YORK, Sept. 20 /PRNewswire-USNewswire/ -- Transnational human rights organization Breakthrough launches its global campaign on domestic violence at the Clinton Global Initiative (CGI) this week. Building on the award-winning Bell Bajao campaign ('Ring the Bell' in Hindi) in India, Breakthrough's powerful PSAs, media tools, and training efforts will encourage men and boys to interrupt domestic violence by ringing the doorbell of homes where they hear abuse.
United Nations Secretary General Mr. Ban Ki Moon has joined the campaign as the inaugural global "champion," and Breakthrough will join forces with his UNiTE to End Violence Against Women campaign as its first global partner. Mallika Dutt, President and CEO of Breakthrough, will announce this partnership, as well as the organization's global commitment, during CGI's "Empowering Girls and Women" plenary on Tuesday, September 21, 2010.
Breakthrough's Bell Bajao Campaign in India was part of a three-year Clinton Global Initiative commitment in 2006 to bring an end to the pandemic of violence against women and HIV/AIDS in India. Breakthrough introduced a series of powerful print, radio, and television public service announcements in 2008 that told true stories of men and boys stopping violence in their neighborhoods. Created pro bono by Ogilvy and Mather, this campaign has won a Silver Lion Award at the Cannes International Advertising Festival, the Gold Spike at Spikes Asia, and the Gold and Silver Abby Awards at GOAFEST. In addition to reaching more than 130 million people, Bell Bajao has led to an increased awareness of laws against domestic violence and increased reporting of the crime.
"The Global Campaign will inspire men and boys around the world to challenge social norms, take a stand against gender-based violence, and promote equal rights for women, like true 'champions,'" says Dutt. "Men and boys from around the globe and all walks of life will be invited to join the campaign, share their own transformative stories, learn how to become mentors and advocates, and thereby, become key players in the global effort to combat violence against women."
The campaign's partners include: UNiTE to End Violence Against Women, Sigrid Rausing Trust, UNISEM [part of UN Women], Omnicom Group, including DDB Worldwide and Tribal DDB, and Ogilvy & Mather. For more information about the new global campaign or to sign the pledge and become a "champion," please visit www.bellbajaoglobal.org.
About Breakthrough: 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.
About the Clinton Global Initiative (CGI): Established in 2005 by President Bill Clinton, the Clinton Global Initiative (CGI) convenes global leaders to devise and implement innovative solutions to some of the world's most pressing challenges. Since 2005, CGI Annual Meetings have brought together more than 125 current and former heads of state, 15 Nobel Peace Prize laureates, hundreds of leading CEOs, heads of foundations, major philanthropists, directors of the most effective nongovernmental organizations, and prominent members of the media. The CGI community also includes CGI University (CGI U), a forum to engage college students in global citizenship, MyCommitment.org, an online portal where anybody can make a Commitment to Action, and CGI Lead, which engages a select group of young leaders from business, government, and civil society. For more information, visit www.clintonglobalinitiative.org.
Media Contact: Jitin Hingorani |
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SOURCE Breakthrough
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