Mumbai, Sep 18: 'Bell Bajao', a campaign launched by the Ministry of Women and Child Development, UNIFEM and the UN Trust Fund in collaboration with Breakthrough, is a call to both men and women to end domestic violence. Domestic violence affects everyone and so to stop violence both men and women must work towards changing cultural norms and holding violators accountable.
Video vans will follow with on the ground activation across 6 districts over 150 days to begin with, building awareness on issues of Domestic Violence and women"s vulnerability to HIV/AIDS. The campaign's online avatar is www.bellbajao.org. The site targets the youth, and helps them recognise the phenomenon and engage with the issue using a variety of tools like a blog and interactive games.
Speaking on the importance of awareness about and action against Domestic Violence, the Minister for Women and Child Development, Renuka Chaudhury said, "The campaign comes well with the notification of the Act on prevention of domestic violence and shall be a step towards ensuring the implementation of the law."
Elaborating on the unique media strategy, Sonali Khan, Director, Communications, at Breakthrough said, “The campaign is unique as it calls for men to intervene in bringing Domestic Violence to halt. We hope this media campaign will create the necessary noise and contribute towards curbing one of the biggest social challenges we face. I request all media to support our initiative whole heartedly".