Bell Bajao - Knock Knock. Who’s there?

India’s “Bell Bejao (Ring the Bell)” campaign is a stunning campaign uring men to take a stand against domestic violence.

One out of every three women in India faces violence behind closed doors, and Bell Bajao is a call to action to stop being mute witnesses.

When I write “call to action”, this is meant literally. The direct appeal to men, especially young men, is brilliantly executed.

The campaign’s message is simple – if you hear abuse going on inside someone’s house, ring the doorbell and stop the violence. Neighbors can play a positive role by challenging peers who are abusive.

Supported by India’s Ministry of Women and Child Development, Bell Bajao was created pro bono by advertising giants Ogilvy & Mather, and has reached over 130 million people.

India’s “Bell Bejao” campaign is neighborly, no-guilt, malecentric confrontation of domestic violence.“We wanted the campaign to be definitive, to tell people what they can and should do,” explains Sonali Khan, Director of Communications at Breakthrough. “But we didn’t want a clichéd message. We wanted to build a bridge instead of using the shrill tone of confrontation. Our data surveys and rigorous research told us men intervened to stop violence in almost as much as 50% of the cases of domestic abuse. We wanted to get men on board, to see them as collaborative and proactive.” via Women’s International Perspective

More Indian women (55%) believe that wife-beating is acceptable than men (40&). Only 2% of abused women seek help from the police.

The Bell Bajao campaign featuring actor and Bell Bajao Brand Ambassador Boman Irani, was honored with a Gold Spike at Spikes Asia 2009, the first Asian Advertising Festival in Singapore. Also, the Advertising Club of Bombay hosted the Young Achievers’ Awards which recognized Ogilvy and Mather’s Ryan Mendonca as best copywriter for his innovative pro bono work on Bell Bajao.

Watching this advertising intervention concept, I can’t help believing that the campaign should go global in every language and also focus on parents with children, not only men with women. Of course, female violence on men does exist, but it clouds the real statistics behind the issue to make it tit for tat, in my opinion.

Simply brilliant! As an abused person, I love the video for cutting to the heart of the matter so directly and without judgement (except silently) or preaching. We can all learn a lot from watching this project unfold. Anne

Read India’s Domestic Vioence Campaign Asks Men to Be Part of the Solution WIP